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• 2013An analysis of user‐generated content for hotel experiences212 cited
• 2008Blogging: A new play in your marketing game plan212 cited
• 2014Factors enhancing word-of-mouth influence: positive and negative service-related messages196 cited
• 2010MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members175 cited
• 2012Exploring the disseminating behaviors of eWOM marketing: persuasion in online video174 cited
• 2013The Emotions that Drive Viral Video165 cited
• 2012Attitude toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising159 cited
• 2010Creative determinants of viral video viewing158 cited
• 2008Internet-induced marketing techniques: Critical factors in viral marketing campaigns155 cited
• 2020Influencer marketing: brand control, commercial orientation and post credibility147 cited
• 2012Social connections and the persuasiveness of viral campaigns in social network sites: Persuasive intent as the underlying mechanism139 cited
• 2015How Credible is E-word of Mouth Across Digital-Marketing Channels?136 cited
• 2011Discovering influencers for marketing in the blogosphere124 cited
• 2022Meme marketing: How can marketers drive better engagement using viral memes?