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With the proliferation of social activism online, brands face heightened pressure from consumers to publicly address these issues. Yet, the optimal brand response strategy (i.e., whether and how to respond) in these contexts remains…

Americans spend about a third of their time online, with many participating in online conversations on social and political issues. We hypothesize that social media arguments on such issues may be more engaging and persuasive than…

Customers are rapidly turning to social media for customer support. While brand agents on these platforms are motivated and well-intentioned to help and engage with customers, their efforts are often ignored if their initial response to the…

A key aspect of word of mouth marketing are emotions. Emotions in texts help propagating messages in conventional advertising. In word of mouth scenarios, emotions help to engage consumers and incite to propagate the message further. While…

In the era of digitalization, as individuals increasingly rely on digital platforms for communication and news consumption, various actors employ linguistic strategies to influence public perception. While models have become proficient at…

This study aims to examine the impact of electronic word-of-mouth (eWoM) marketing on branding attitudes in social networks. Specifically, we investigate the effects of eWoM activities on brand awareness, brand destruction, branding, brand…

The aim of this paper is to examine how consumer perceptions of social media advertisements affect advertising value and brand awareness. With a rapid increase in the number of social media users over the last ten years, a new advertising…

Consumer behavior under social influence is a well-known phenomenon and computer scientists and economists are prevalently trying to analyze the dynamics behind decision making during the consumption process through agent-based modeling…

Social advertising uses information about consumers' peers, including peer affiliations with a brand, product, organization, etc., to target ads and contextualize their display. This approach can increase ad efficacy for two main reasons:…

Social media platforms are popular venues for fashion brand marketing and advertising. With the introduction of native advertising, users don't have to endure banner ads that hold very little saliency and are unattractive. Using images and…

While social media offers freedom of self-expression, abusive language carry significant negative social impact. Driven by the importance of the issue, research in the automated detection of abusive language has witnessed growth and…

The use of natural language and voice-based interfaces gradu-ally transforms how consumers search, shop, and express their preferences. The current work explores how changes in the syntactical structure of the interaction with…

Conversational AI models are becoming increasingly popular and are about to replace traditional search engines for information retrieval and product discovery. This raises concerns about monetization strategies and the potential for subtle…

Online social networks create echo-chambers where people are infrequently exposed to opposing opinions. Even if such exposure occurs, the persuasive effect may be minimal or nonexistent. Recent studies have shown that exposure to opposing…

I present evidence that communication between marketplace participants is an important influence on market demand. I find that consumer demand is approximately equally influenced by communication on both formal and informal networks-…

With the rapid increase in the use of social media in the last decade, the conspicuous consumption lifestyle within society has been now transferred to the social media. Along with the changing culture of consumption, the consumer who…

Establishing evaluation schemes for spoken dialogue systems is important, but it can also be challenging. While subjective evaluations are commonly used in user experiments, objective evaluations are necessary for research comparison and…

Understanding social interaction within groups is key to analyzing online communities. Most current work focuses on structural properties: who talks to whom, and how such interactions form larger network structures. The interactions…

In the last decade, Social Media platforms such as Twitter have gained importance in the various marketing strategies of companies. This work aims to examine the presence of influential content on a textual level, by investigating…

Nowadays, interactive technologies are used almost everywhere. As a result, designers need to increasingly make them "socially acceptable". Previous work recommends "subtle" forms of interaction to increase social acceptability and avoid…