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This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages.

A qualitative approach was adopted, consisting of 30 semi-structured interviews with Thai consumers. Thematic analysis was used to analyze the data.

Information validation, product evaluation, purchase and post-purchase validation are key motives for consumers to search for eWOM. Furthermore, eWOM quantity, eWOM credibility and attitudes toward eWOM play a critical role in evaluation of information usefulness and adoption. Moreover, five different types of shoppers were identified according to their purchase behavior after adapting eWOM: prompt shoppers, in-store shoppers, promotion shoppers, conservative shoppers and remedy shoppers.

While the implications of the adoption of eWOM have been explored in previous research, there is limited understanding in terms of the impacts of eWOM on the customer journey. This study addresses this research gap by investigating not only customers' motives to engage with eWOM but also its effect on their behavior at the purchase and post-purchase stages.

The purpose of this study is to explore the role played by digital channel integration in the town-centre shopping experience. It also explores how customers perceive the role of digital in the town-centres shopping journeys, improves shopping experiences and encourages positive future patronage behaviour. Ultimately, the aim is to identify the likely implications of a connected shopping experience on patronage intentions.

A qualitative research design using focus groups to explore customers' perceptions of connected town-centre shopping experiences was deployed. Then, data were analysed using thematic analysis to identify overarching themes.

Digital integration has the potential to serve discreetly different functions in the town-centre context: create interconnected information channels, facilitate improved connected shopping experiences, generate positive perceptions of a town, which subsequently shape future patronage intentions. The study also revealed expectations of digital integration are yet to be fully realised in the town-centre context and there are tensions between physical and digital domains to be overcome if digital integration is to positively influence patronage intentions.

The nature of exploratory research tends to pose questions and open out a problem rather than provide definitive answers. This study has sought to highlight key issues and also provide points of departure for future studies. The significance and generalisability of the results are limited by the size and nature of the sample.

This study provides theoretical contribution to the town-centre literature by expanding the understanding of consumers' perceptions of the role of digital integration in shopping journey experiences and unlocks insights into its potential impact on future patronage intentions. Practical considerations for integrating digital in the town centre to create more connected shopping experiences.

This research aims to investigate the influence of electronic word-of-mouth (eWOM) on the diffusion rate of innovation in the context of entrepreneurial firms in emerging markets. It examines a comprehensive model for the effect of eWOM dimensions (including Content, Intensity, Positive Valence and Negative Valence) on the diffusion of innovations. Thus, it provides new insights on how entrepreneurial firms can use eWOM as a communication tool to facilitate the diffusion rate of innovations in emerging markets.

A quantitative approach was adopted, consisting of 215 responses from Jordan. Data were analysed using Linear regression analysis tools.

A significant relationship exists between eWOM dimensions (Content, Intensity, Positive Valence and Negative Valence) and the Diffusion Rate of Innovations. In emerging markets, eWOM content highlights critical information regarding consumers’ sentiments towards new products (including features, price, design), which consumers use in judging innovations. Especially when there is a high volume of eWOM about a new product, consumers are likely to gain reassurances regarding their purchase decisions. Specifically, the valence of eWOM (including reviews, complaints and suggestions) generate adoption/risk-aversion attitudes towards new products. Consequently, entrepreneurial firms must carefully analyse eWOM regarding their products and integrate them into their marketing strategy. 10;

This research extends the eWOM literature by developing a comprehensive model for the effect of eWOM dimensions on the diffusion of innovations. Additionally, it sheds new light on the effect of eWOM valence on consumers’ attitudes towards innovations. Finally, it provides significant theoretical and managerial implications and future research direction to deepen our understanding of the effect of eWOM on entrepreneurial firms.

This research examines the effect of water conscientiousness (WC) on consumers' purchase intentions and behaviours towards sustainable apparel. Through this exploration, the research aims to show how consumers' awareness of water conservation connects with their purchase choices for sustainable apparel.

Drawing on the norm activation theory, this research developed a theoretical framework and tested it using structural equation modelling and mediation analysis. This research focuses on the unique context of Jordan, a region grappling with severe water scarcity. Data were collected using an online survey with 222 completed questionnaires retained for data analysis.

The results indicate that WC does not have a significant direct effect on purchase intentions of sustainable apparel (PISA). This finding challenges the assumption that conscientiousness towards water scarcity would drive prosocial behaviours such as purchasing sustainable apparel. However, the findings reveal a full mediation effect of perceived environmental apparel knowledge (PEAK) and perceived environmental concern (PEC) on the relationship between WC and PISA. Such a finding raises awareness of the need to develop consumers' PEAK and PEC by educating them on the importance of WC and the effect of the apparel industry on water preservation. A significant relationship exists between PISA and purchase behaviour of sustainable apparel (PBSA), affirming the role of intentions in driving sustainable purchase behaviours of consumers.

This study provides novel insights into the role of WC in facilitating PISA and PBSA by testing a theoretical model that incorporates various environmental factors. Likewise, it extends the geographical scope of sustainability research and underscores the importance of considering diverse environmental conditions when studying consumer behaviour. The findings provide insights for marketers and policymakers in water-scarce regions, enabling them to develop strategies to promote sustainable apparel consumption.