INTEREST CATEGORY: INNOVATION AND TECH
POSTING TYPE: TOCs

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Some Interactions Are More Equal Than Others: The Effect of Influencer Endorsements in Social Media Brand Posts on Engagement and Online Store Performance
—Adrian Waltenrath, Christoph Brenner, and Oliver Hinz [Publisher] [Google Scholar]

YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews
—Valeria Penttinen, Robert Ciuchita, and Martina Čaić [Publisher] [Google Scholar]

Leveraging Social Interaction Among Customers: Referral Reward Versus Collective Buying
—Feihong Xia, Rabikar Chatterjee, and R. Venkatesh [Publisher] [Google Scholar]

How Humor Reduces the Impact of Negative Feedback on Social Media
—Ying Yu, Li Huang, Ping Qing, and Tong Chen [Publisher] [Google Scholar]

The Electronic Word-of-Mouth (eWOM) Implications of Mainstream Channel Distribution and Sales by Niche Brands
—Jake D. Hoskins and Jameson K. Watts [Publisher] [Google Scholar]

Bridging the Gap: A Systematic Benchmarking of Uplift Modeling and Heterogeneous Treatment Effects Methods
—Jannik Rößler and Detlef Schoder [Publisher] [Google Scholar]

Do Handwritten Notes Benefit Online Retailers? A Field Experiment
—Sanghwa Kim, Jeonghye Choi, and Seung Hyun Kim [Publisher] [Google Scholar]