Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional marketing focusing on functional attributes to maximise utility. But now the shift to experiential marketing broadens the role of the brand from a bundle of attributes to experiences. Technological advancements have helped to increase the similarities between brand attributes and product commoditisation. Consequently, consumers cannot shape their preferences among brands using rational attributes only. They seek out brands that create experiences; that intrigue them in a sensorial, emotional and creative way. This study seeks to develop a model that provides an understanding of how brand knowledge and brand experience determine brand preference and to investigate its impact on brand repurchase intention. Accordingly, exploratory focus group discussions are employed followed by a survey of mobile phone users in Egypt. The findings provide insights into the relative importance of consumer perceptions on different brand knowledge factors in shaping brand preferences. It also demonstrates the significance of consumers' experiential responses towards brands in developing their brand preferences that in turn influence brand repurchase intention. The model therefore offers managers a new perspective for building strong brands able to gain consumer preferences. ARTICLE HISTORY

Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.Keywords: electronic word of mouth; eWOM; social media; content analysis; marketer-generated content; MGC; Twitter; characteristics of tweets.Reference to this paper should be made as follows: Alboqami, H., Al-Karaghouli, W., Baeshen, Y., Erkan, I., Evans, C. and Ghoneim, A. (2015) 'Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter ', Int. J. Internet Marketing and Advertising, Vol. 9, No. 4, Biographical notes: Hassan Alboqami is a PhD student in the Business School at Brunel University in London since 2013. He obtains his Master degree at Hertfordshire University in the UK 2011. In his PhD, the research interests are electronic word of mouth (eWOM), social media and customer relationship management. Chris Evans is a Senior Lecturer in the Brunel Business School at Brunel University. His research interests include interactivity, Web 2.0 and social media, multimedia learning technology, and the adoption of innovative learning technologies. He is chair of the annual eLearning 2.0 international conference on social media for learning. Electronic word of mouth in social mediaAhmad Ghoneim is a Lecturer of eBusiness and Information Systems at Brunel Business School. He is a member of the (ISEing) group -a research centre of excellence that supports a number of (EPSRC) funded networks and projects. Ahmad is the Programme Chair for the annual EMCIS conference and is on the editorial board of the TGPPP journal. He also co-edited special issues for IJCEC and EJIS journals.All authors contributed equally and have been listed alphabetically.

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Purpose The purpose of this paper is to improve understanding of how different aspects of the national institutional environment may influence the extent of innovative entrepreneurial activities across countries. Several institutional and conductive factors affecting a country’s capacity to support innovative entrepreneurship are explored. Design/methodology/approach Institutional theory is used to examine the national regulatory, normative, cognitive and conducive aspects that measure a country’s ability to support innovative entrepreneurship. A cross-national institutional profile is constructed to validate an entrepreneurial innovation model. The impacts of country-level national institutions on innovative entrepreneurial activity as measured by Global Entrepreneurship Monitor data are assessed through structural equation modeling. Findings Knowledge about the influence of specific institutional aspects on innovative entrepreneurship, and hence of institutional structures within and across countries, is enhanced. For new innovative enterprises, conductive and regulatory aspects seem to matter most. All conductive factors have a significant and positive impact on entrepreneurial activity rates. Research limitations/implications Results could support policy makers and practitioners in evaluating government policies’ effects on innovative entrepreneurship. Interventions should target both individual attributes and context. Future research could include longitudinal designs to measure the direction of causality. Practical implications Aspects such as regulatory institutions, and conductive factors such as information communication technology use and technology adoption, are important for innovation entrepreneurship development. Originality/value The literature on institutional theory and innovative entrepreneurship is highly limited. This study complements growing interest in empirical analysis of the effects of national institutions on innovative entrepreneurial activities and substantiates previous empirical work.

Journal of Organizational Change Management Findings -The analysis of the collected shows that certain types of organizational culture are conducive to fostering IRFC. In particular, the findings of an empirical investigation revealed that group culture and adhocracy culture are the most supportive culture types for IRFC.Originality/value -This paper contributes to the existing literature of change management by providing empirical evidence leading to advancement of knowledge and the understanding of the relationship between OC types and IRFC components. Furthermore, the paper adds value via its contextual originality; being the first study that empirically examined the Syrian cultural context, and hence contributing to the scarce body of literature of both OC and IRFC, and in particular the developing countries.