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The purpose of this paper is to understand the internet user behavior, in an online environment, varying due to benefits and risks of social networking sites (SNS). This study focuses on the influence of benefits and risks of SNS on an internet user’s participation and tests the developed research framework.

A conceptual framework has been developed after reviewing relevant literature followed by hypothesis framing. The framework considers two benefits of using SNS, i.e., utilitarian and hedonic benefits, and two risks online, i.e., word-of-mouth skepticism and online privacy concerns, determining the effect of these four variables on online participation and its effect on online social capital. An advanced PLS-SEM has been used to test the research hypothesis and to test framework. This study is based on a descriptive survey and the data have been collected using online questionnaires. The users of SNS have been targeted as respondents using purposive sampling method.

This study proposed a positive relationship of utilitarian benefits with online participation while negative relationship of word-of-mouth (WOM) skepticism, and it affirms that online participation is linked significantly in a positive manner with online social capital.

The study is limited to some specific aspects of SNS, and other dimensions may provide newer scope for this research. The research provides a managerial implication, depicting that inculcation of benefit factors and reduction in the risk factors into the SNS or company websites would lead to an increased participation of users.

This research signifies the potential for further research and recommends the tactics for companies to use SNS by identifying benefit factors that encourage participation and it also recommends to proactively take steps to minimize effects of potential risks and challenges in an online environment.

This chapter offers new insights into the understanding of internal (employee) perceptions of organizational corporate social responsibility (CSR) policies and strategies.

This study explores the significance of employees’ involvement and scepticism upon CSR initiatives and focuses on the effects it may have upon word of mouth (WOM) and the development of employee–organisation relationships. Desk research introduces the research questions. Data for the research questions were gathered through a self-completion questionnaire distributed in a hardcopy form to the sample.

An individual’s level of scepticism and involvement appears to affect the development of a positive effect on employees’ WOM. Involvement with the domain of the investment may be a central factor affecting relationship building within the organization, and upon generation of positive WOM.

The chapter offers a conceptual framework to public relations (PR) and corporate communications practitioners, which may enrich their views and understanding of the use and value of CSR for communication strategies and practices.

For-profit organisations are major institutions in today’s society. CSR is proffered as presenting advantages for (at macro level) society and (micro level) the organization and its employees.

Concepts, such as involvement and scepticism, which have not been rigorously examined in PR and corporate communication literature, are addressed. By examining employee perceptions, managers and academic researchers gain insights into the acceptance, appreciation and effectiveness of CSR policies and activities upon the employee stakeholder group. This will affect current and future CSR communication strategies. The knowledge acquired from this chapter may be transferable outside the for-profit sector.

The purpose of this paper is to construct a conceptual framework of the effects of customer engagement on cause-related marketing (CRM), with the goal of providing a solid scientific foundation for the development and stimulation of future research on the critical intersection of these two topics.

The research defines customer engagement in CRM campaigns as the conditions under which consumers are allowed to choose the cause that receives the donation, the cause proximity (geographical proximity) and the type of donation in a CRM campaign.

The paper conceptualizes the role of customer engagement in enhancing the effectiveness of a CRM campaign, in terms of coverage, customization and reduced consumer skepticism, as well as in triggering positive word-of-mouth (WOM) persuasion behaviors.

The conceptual framework provides several practicable directions toward effective control of CRM campaign outcomes, for both local and global firms.

The paper rests on established empirical foundations to develop a comprehensive preliminary multi- disciplinary framework on the subject, setting the path for further research in the fields of CRM, customer engagement and International Business Research, and reaching findings of both scholarly and executive worth.

The purpose of this study is to examine the role of greenwashed word of mouth (GWWOM) originating from trickery and misleading green marketing practices on customer behavior. The outcomes of this study are expected to contribute in the domain of responsible green marketing. The significance of this study lies in its ability to provide useful recommendations to marketers, policymakers and customers toward accomplishment of sustainable development goals through usage and adoption of environment-friendly products.

This study is primarily descriptive in nature, as it attempted to investigate the implications of customers' reactions toward greenwashed practices prevailing in the fast-moving consumer goods (FMCG) market. The information gathered through a self-administered online questionnaire was analyzed using Smart PLS software package to verify the proposed hypotheses. The consistency and validity of the measurement and structural models proposed were tested using inferential statistical procedures.

The results significantly confirmed the mediating role of GWWOM in shaping the relationship between green skepticism and shift in green behavior. It was verified from the results that customers’ futuristic behavioral patterns toward green products are negatively influenced by misleading and false claims of marketers through GWWOM communications.

The primary implications of this study are for marketers in understanding the role of GWWOM on organizations’ reputation. The policymakers may contribute by implementing appropriate changes in regulations to control greenwashed practices. Finally, customers may become more aware about the unethical marketing practices and act responsibly in the market place.

This study revealed an intriguing finding in the sense that customers, who feel cheated by erroneous and mislead green claims of the marketers, are expected to communicate their experiences through variety of channels. Therefore, it is very likely that they may influence others to change their behaviors while going for environmentally safe products and may have significant consequences on the sustainable consumer behavior.

Experiential stores offer potential for emotional brand-consumer connections and word-of-mouth (WoM) generation. Past research links the lifecycle of such stores with perceived novelty, a defining characteristic that has not received sufficient recognition. Scarce products are identified as a promising strategy to enhance novelty perceptions. Additionally, the authors differentiate between electronic and interpersonal WoM, and consider need for uniqueness (NFU) as a relevant personality variable.

This study encompasses three experiments that seek to shed light on suggested relationships. The first two experiments explore the interplay between scarcity, perceived novelty, and WoM. Moving forward, the third study delves deeper into the matter, scrutinizing the conditions under which scarce products manifest their utility in experiential stores.

The findings indicate that incorporating scarce products can rejuvenate the novelty aspect of experiential stores and promote positive WoM outcomes. Additionally, including NFU as a personality variable presents a communication dilemma, as high NFU individuals tend to engage more in electronic WoM but less in interpersonal WoM. However, this relationship is contingent on circumstances, with high NFU individuals showing a greater inclination towards interpersonal WoM when the probability of being imitated is low.

This study offers practical guidance for brand managers aiming to sustain the appeal and success of their experiential stores, as well as for commercial real estate managers seeking to revitalize vacant spaces in the post-COVID-19 era.

This pioneering study investigates the role of perceived novelty and scarce products in experiential stores, aiming to identify optimal conditions for favorable consumer responses. It also contributes to research on the forward spillover effect and underscores the importance of interpersonal proximity in WoM investigations.

The purpose of this study is to address these questions. Word-of-mouth (WOM) is increasingly important in business-to-business (B2B) decision-making. Yet, research on this topic is rather limited, and often borrows from business-to-consumer (B2C) WOM literature. The question remains as to whether these assumptions realistically occur in B2B WOM. Specifically, this study explores the following questions: What value does B2B WOM have? Why do social media influencers in B2B engage in WOM? What type(s) of social media influencers spread WOM in B2B?

To address these questions, this study adopts a qualitative research strategy. This study focuses on industry analysts in information technology markets who often influence the buying decisions of customers through their expertise and recommendations of technology solutions. Based on interviews with these influencers, this study explicates B2B WOM, an area the authors know much less of in comparison to B2C WOM.

This study reveals differences in who spreads WOM within B2B, their roles, key features of their content and how they spread WOM. Second, this study demonstrates the types of actors spreading WOM in B2B in relation to the type of WOM and how it actually influences B2B markets.

This study broadens the current definition of WOM and, specifically, showcases WOM not only as amplifying messages but as a means to co-create the market itself with vendors and clients. This research offers several contributions to the B2B WOM literature and influencer practice.

Even though there is a noticeable market value in the mobile gaming apps industry, there has been limited research examining experiential value of gamers with respect to in-game ads in gaming apps. This study fills the void in the literature by examining factors associated with “experiential value of gamers through ads in gaming apps” as well as investigating its antecedents (cognitive and affective involvement) and consequences (positive word of mouth and intention to continue playing the mobile game).

A total of 600 valid responses from gamers was used to test the model fit, measurement and structural models, conditional probabilistic queries, and nonlinearity.

This study found that experiential value of gamers through ads in gaming apps is a second-order factor of four constructs: escapism, enjoyment, social affiliation and entertainment. Most of the structural paths between cognitive/affective involvement and dimensions of experiential value are supported. Surprisingly, only social affiliation and entertainment values predict positive word of mouth and intention to continue playing the mobile game, in a nonlinear way.

This study is the first to introduce “experiential value of gamers through ads in gaming apps”. The findings have important implications for companies to develop brand and communication strategies by leveraging specific advertisement formats and present their ads to the right audience in the right gaming apps and at the right time.

This study aims to compare the effects of YouTube information sources (influencer vs word of mouse) on the consumer purchase decision. This paper extends the information adoption model (IAM) to include information language as a central cue and skepticism toward online information as a moderating factor.

A between-subjects experiment, 2 (influencer vs word of mouse) × 2 (positive vs negative information), was designed to test hypotheses. A total of 171 consumers participated in the experiment and multigroup structural equations modeling (AMOS 21) was applied.

The results indicate that consumers perceive argument quality to be more useful when the information comes from word of mouse (WOMS). While information language was deemed more useful when the information source was a YouTube influencer and the information type was positive. The study also found that skepticism toward online information reduced the overall effects, particularly for influencers and positive information.

This study contributes to the theory by identifying and investigating the existing gaps in knowledge. For practitioners, findings speak to the synergetic power of YouTube influencers and WOMS as an effective marketing strategy.

This paper is one of the first to compare the effects of YouTube influencers and consumer comments by using the IAM. It also extends IAM with the inclusion of information language as a central cue and skepticism toward online information as a moderating factor.

This study examines the impact of the brand's corporate social responsibility (CSR) on consumers' brand experience and, in turn, consumers' intention of word-of-mouth (WoM). The study also investigates customer satisfaction with service recovery (CSATR) as a boundary condition for the proposed relationship.

The study used a survey-based research design to test the conceptual model. A structured questionnaire was distributed to the participants through a survey link. A total of 276 valid responses were used and analysed using Smart PLS3, a structural equation modelling technique.

Results of this study demonstrate that perceived CSR have a positive impact on brand experience which eventually affects the WoM intention. Also CSATR moderates the relationship between brand experience and WoM such that satisfaction (dissatisfaction) with service recovery enhances (reduces) the effect of brand experience on WoM.

Managers can use CSR as a communication tool to enhance consumers' brand experience and focus on service recovery as a successful service recovery can enhance WoM over and above CSR.

To the best of the authors' knowledge, this is the first study to demonstrate brand experience as a mediator of CSR and WoM from the lens of signalling theory. The study also tries to address the scepticism of the consumers related to WoM for a brand's CSR by incorporating the service aspect into the CSR.

This paper aims to analyse customer experience in a hotel and its impact on customer attitudes to both the individual hotel and the hotel chain. Specifically, the study focuses on the effects of service perceptions on emotions, satisfaction, attitude to hotel chain, intention to return, scepticism towards negative information and Word of Mouth (WOM).

An empirical study was carried out on a sample of 300 individuals. Data were analysed through structural equation modelling.

Service perceptions and emotions elicited by an individual hotel influence the customer response towards the hotel chain. Among all the outcomes considered, the strongest effects are found on WOM.

This paper develops and empirically tests an original model that integrates the customer experience in an individual hotel and the customer response to the hotel chain. This model includes variables that have recently been considered in the literature, such as scepticism towards negative information, in combination with more traditional outcomes such as intention to return or WOM.