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This study aims to explore the influence of electronic word of mouth (eWOM) in social media on customer loyalty by using the information acceptance model (IACM). For this purpose, this study identified the relationship of attitude towards information, information credibility, information quality and information with information usefulness. Later, the relation of information usefulness and information adoption was examined. According to the IACM, this information adoption and attitude towards information can affect behavioural outcomes of customer, and the authors used customer loyalty as a behavioural outcome.

This study collected the data from students enrolled in different universities of Thailand. More specifically, those students were considered appropriate for study who were active Facebook users. Therefore, a questionnaire was posted in 83 different Facebook groups of university students, from which 771 students responded properly. SPSS and AMOS 24 were used to conduct data reliability, descriptive and correlation analysis, confirmatory factor analysis (CFA), and structural equation modelling (SEM).

The study found that credibility, quality, usefulness and adoption of information, need of information and attitude towards information are the key factors of eWOM in social media that influence consumers’ loyalty.

This study will be helpful for marketing managers in studying patterns of customer loyalty because many studies have previously examined purchase behaviour or purchase intention only. Moreover, it will provide framework to marketers for understanding the influence of eWOM information in social media on customer loyalty.

This study is to explore the effect of credibility, quality, usefulness and adoption of information, need of information and attitude towards information on consumers’ loyalty.

Many academic libraries use digital humanities projects to disseminate unique materials in their collections; during project planning, librarians will consider platforms, scanning rates and project sustainability. Rarely, though, will academic librarians consider how members from the communities that created the materials can contribute to digitization projects. The purpose of this study is to explain how collaboration with Zuni Pueblo (a Native American tribe in the southwest) community members improved a digital humanities project to disseminate Zuni language learning materials.

Methodologically relying on critical making, which involved community member feedback throughout the process, the Zuni Language Materials Collection will provide digital access to 35 language learning items.

The authors argue that collaboration with members of the community of creation dramatically improved item description, collection discoverability and collection interactivity. This study historicizes CONTENTdm and describes how the team modified this content management system to meet user needs. This project produced a prototype digital collection, collaboratively authored metadata and an interactive portal that invites users to engage with the collection.

Libraries continue to struggle to reach and reflect their diverse users. This study describes a process that others may use and modify to engage nearby Native American communities.

This piece shares a unique strategy of partnering with Native American community members on all aspects of digital humanities project development and design. This case study attempts to fill a gap in the literature as the first study to describe a digitization process using CONTENTdm with a Native American community.