Morteza Akbari
Papers
1
Total Citations
87
H-Index
1
About
Morteza Akbari is a leading scholar in the evolving landscape of digital communication and consumer behavior, with a primary focus on electronic word-of-mouth (e-WOM), social media marketing, and tourism management. His most influential work, "Let us talk about something: The evolution of e-WOM from the past to the future" (2022), has garnered 87 citations, offering a comprehensive synthesis of how online consumer conversations have transformed from early review platforms to today’s dynamic, algorithm-driven ecosystems. Akbari’s contributions are pivotal in mapping the trajectory of e-WOM research, identifying critical gaps, and proposing future directions that bridge theoretical frameworks with practical applications in digital marketing. His research not only illuminates the mechanisms behind viral content and consumer trust but also provides actionable insights for businesses navigating the complexities of online reputation. By systematically analyzing decades of literature, Akbari has established himself as a key voice in understanding how digital dialogues shape purchasing decisions and brand loyalty. His work continues to inspire scholars and practitioners alike, making him an essential reference for anyone studying the intersection of technology, communication, and consumer psychology.
Research Focus
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Top Papers
- 1