Why is gift-giving such an important part of Christmas? What does it have to do with our lives as Christians?

The universe is full of wonderful things. But perhaps nothing is more wonderful that Christmas, when God became man!

Vestments are more than decorations: they reveal something important about our relationship with God and the role of our clergy.

“What shall I say! And how shall I describe this Birth to you? For this wonder fills me with astonishment. The Ancient of Days has become an infant. He Who sits upon the sublime and heavenly Throne, now lies in a manger. And He Who cannot be touched, Who is simple, without complexity, and incorporeal, now lies subject to the hands of men....” (St John Chrysostom) In the Church, we call Christmas "the Nativity According to the Flesh of our Lord, God, and Savior Jesus Christ." Because it's the day we celebrate the very Son of God taking on flesh and becoming human for our sake: the Lord's Incarnation. This is when we celebrate the coming of the Philanthropos, the "Lover of Mankind." A season when we are called to be philanthropists ourselves and be a loving, healing presence in a troubled and mixed-up world. Christmas spirit is more than a theme we see in movies like "The Christmas Chronicles." It's something we can share in our everyday lives: in concrete ways for the life of the world. Christ is Born! Glorify Him! As always, we've prepared a FREE downloadable workbook to help you act on what you'll learn: https://mailchi.mp/goarch/bethebee161

For most people in our society the Christmas season is a time of celebration, with holiday parties, and unleashed consumerism. For Orthodox Christians however the Advent Season is a time of fasting, prayer and ascetic struggle. Why? In this edition of Ancient Faith Today, host Kevin Allen discusses with Father Gregory Jensen, author of the book The Cure for Consumerism, the reason for the ascetic struggle for Orthodox Christians.

In a world full of sin - what are we to celebrate?

Is it possible to give our children presents AND keep Christmas centered on Christ?

The annual Salvation Army collection aims to help Manx families that are struggling financially.

Brighton & Hove City Council says immediate action was taken because of fire safety risks.

Community groups say they are being asked to put plans in place for terrorism, bombs and drones.

Britain's biggest cathedral is given a festive makeover in this year's Royal Mail collection.

A petition to relocate the town's Christmas tree to the town centre gets more than 750 signatures.

Somerset Council says the upgrade work on Hurdle Way is vital for pedestrians and cyclists.

Richard Foord MP says there are no NHS dentists available in Devon for adults.

A letter to Newport Town Council claims the animals face distress, fear and mental fatigue.

Manchester's Christmas Markets return for its 26th year, set across nine sites in the city.

Lantern parades, fire festivals and light trails mark the start of the festive season in the region.

Thousands are expected at the festival, which opens on the eve of the Strictly Come Dancing visit.

A large slab of plaster fell from the ceiling "exploding" into the venue, company trustees say.

Discover how Hollywood star Luke Evans, who's also been in The Hobbit, is coming to Herefordshire.

Coventry is cutting the amount it spends on Christmas celebrations.

Every website project starts with a leap of faith.

“A leader is one who knows the way, goes the way and shows the way,” - John C Maxwell, best-selling author, speaker and coach.

Genuine thought leadership is a powerful differentiator for any business.

Articles and reports that demonstrate true expertise, authority and insight stand apart from your competitors’ me-too blah-blah. They build trust, enhance your brand, help close deals and defend your margins.

High-quality content also avoids the Google penalties that come with spammy or AI-created content. Don’t take our word for that, here’s what Google has to say about creating helpful, reliable, people-first content. (See our take on AI in marketing too.)

What is high-quality content?

Thought-leadership copywriting provides unique insights, presents new research and uses data. It covers complex subjects in a new and engaging way. It is designed to expand readers’ understanding. It manages to be persuasive but not pushy.

Everyone can write, but not everyone is a writer. High-quality marketing content requires expert copywriters. (Read more about what a copywriter actually does.)

To get it right, writers require a deep understanding of their audiences, clients, products, the wider context of the industry, and the current shape of the market. For businesses embracing thought-leadership content, that’s where the true value lies.

But you have to invest time, money and marketing effort to realise this value. That can be challenging when business leaders and decision-makers can’t see the return on investment (ROI).

Let’s explore the ROI of copywriting and thought leadership to help you build a business case for their value.

What are the likely costs of copywriting and thought leadership?

The short answer? It depends. The long answer? There’s no one-size-fits-all cost and most writers will offer packages or tailored pricing. According to a study by Clutch, the average UK digital agency charges approximately £98.10 per hour. Research by DDIY suggests that a monthly content marketing retainer can cost between £1,805.78 and £23,551.50.

Of course, an hourly rate doesn’t tell you much about how long something will take or the required level of expertise needed to do an outstanding job.

That’s why, at Articulate, we charge for copywriting on a fixed price basis related to the length and complexity of the piece.

For maximum transparency and flexibility, we have a tariff—a kind of menu—of common writing deliverables such as case studies, white papers, or thought leadership articles. Our fixed prices include research, interviewing, writing, project management, editing, proofreading two rounds of revisions (if required), keyword optimisation, and, for blog articles, meta descriptions, a featured image and a couple of social posts.

Our marketing retainers start at £4,100 per month and one-off copywriting projects start at £5,000 for things like a case study library or a lead generation campaign centred around a flagship report or ebook.

We charge for website copywriting slightly differently, on a per-word basis, because of the additional complexity of integrating it with design, search engine optimisation and the rest of the development process. Also, in our experience, writing website copy for clients is like writing poetry and demands a high level of experience and client knowledge for your most important marketing asset.

Broadly speaking though, the cost of a content project will vary depending on the following factors: the who, the what, the when, the where and above all, the why.

The Who

Freelance copywriters and marketing agencies will charge different prices because, of course, their overheads and offerings are different. An agency may cost more but brings benefits such as editing, additional skills (e.g. SEO, research), better availability and turnaround times.

Then there are factors such as years of experience, location, specialisations and so on. You might also consider an in-house or staff writer who will require a competitive salary.

There are specific skills required to be a good marketing copywriter, including:

• Marketing know-how
• Business, sector and client knowledge
• Interviewing skills
• Research and analytical skills
• Search engine optimisation, e.g. writing with keywords
• Agility with tone of voice and messaging
• Self- and pair-editing
• Proofreading
• Social media writing skills
• Content planning and ideation

It’s helpful to put a good marketing copywriter with a reasonable level of skill and five or more years of experience in the same bracket as, say, a lawyer or an experienced, professional journalist writing for a trade magazine or reputable newspaper.

Typically, in an agency, they will work in teams that provide complementary skills and coverage for illness or holidays. All of this is hard to replicate in-house. (For more on this see our article: Should you hire a marketing person or a marketing agency.)

The What

The nature of your business and its content can impact how much copywriting will cost you. For technical or niche businesses, you’ll need to work with writers who understand your industry thoroughly or who have the skills and processes in place to learn about it efficiently.

You might not need to work with specialists if your company wants more generic content. But generic isn’t going to cut through the noise. Similarly, the length of your copy will affect the price, too. Some providers charge per project, others per word.

The When

How quickly and how often do you need copywriting and thought leadership content? Time-sensitive projects may incur additional costs to help you meet deadlines. And the more content you need, the more it will add up. A freelancer will struggle to produce tens of thousands of words in a short period of time but an agency can bring a whole team and a well-oiled production process to the challenge. You can, however, explore these helpful tips from the Articulate Marketing team on how to make every piece of content work harder for you.

The Where

Where are you posting, hosting or submitting the writing? The platform will impact the word count and, in turn, the price. A detailed report, an eBook or a long-form pillar page will set you back more than a 750-word blog post for your company website, for example. Similarly, copy for your home page might be short but it is very important and getting it right might take longer and cost more on a per-word basis than a more general piece.

The Why

Here’s where it gets interesting. You might know who you want to work with, what you want them to produce, when you need it and where it’s going. But do you know why you’re doing it? Have you considered who you want to read your thought-leadership content? And what you want them to do once they’ve read it?

From top-of-the-funnel content for brand awareness and lead generation to bottom-of-the-funnel content for conversions or customer retention, your copywriter needs to know what role your content plays in the context of your wider business.

In our opinion, the ‘why’ separates good writers from bad ones — and both kinds from the likes of ChatGPT. This is why we call our writers ‘marketing copywriters’ because they understand how to weave their work into broader marketing objectives.

So, what’s the ROI of copywriting and thought leadership?

Whether you choose to go external or in-house, there’s significant value in investing in the art of copywriting. Here’s why.

Demonstrate relevance and expertise

A study by Edelman and LinkedIn found that 73 percent of decision-makers say an organisation’s thought leadership content is more trustworthy for assessing its capabilities than its marketing materials.

The same study found that 80% of respondents want to see third-party data included in it, and 44% believe the highest-quality content helps them better understand a business's challenges and opportunities.

Decision-makers want to know why they should work with you. And your knowledge, experience, and expertise are your differentiators. The ROI? As many as 60 per cent of decision-makers say they’re willing to pay a premium to work with a business that produces good thought leadership.

Establish your brand and raise your profile

While thought-leadership and content marketing materials are busy showcasing your expertise, they’re also putting you on the map. Readers get to know your brand and tone of voice (TOV). Decision-makers may even share your content online, quote your research in their content, and reference your work conversationally.

The front of a buyer’s mind is a powerful place to be. Especially when we consider that 70 percent of C-suite executives said thought leadership content made them question their current B2B relationships — with 54 percent realizing other vendors might better understand their needs, according to a study by Edelman and LinkedIn.

Reach new audiences

A key part of establishing your brand with thought leadership is connecting with new audiences. Businesses often have a clear idea of who they want to work with and who wants to work with them. But growing your brand presence with thought leadership content means you’ll start to appear in new places online.

For example, when Basecamp founder Jason Fried tweeted about his company’s new ad, which called out Google’s paid ad strategy, he subsequently received over 1,000 backlinks to the company’s website. Depending on how you value backlinks, that could be worth up to $500,000 in SEO benefits.

This kind of thought-leadership content will help you rank for new search engine queries, generate more backlinks, appear in different social media feeds and so on. You might even find that your successful written content creates entirely new opportunities for you — podcast appearances, webinar invitations, the chance to speak at industry events and so on.

Build existing customer loyalty

Your written content doesn’t just serve the purpose of attracting new audiences. It’s a valuable tool for staying connected to your existing customers (and re-connecting with previous ones, too).

According to Accenture, 80 percent of businesses spend less than a third of their time and budget on customer-focused messaging. This presents a clear missed opportunity when considering loyal customers' ROI.

On average, a loyal customer is worth up to 10 times the value of their original purchase, according to the Office of Consumer Affairs. And, Bain and Co found that increasing customer retention by two percent has the same impact as reducing costs by 10 percent. Remember: the grass is greener where you water it!

Content is still king

Powerful, engaging, well-written thought leadership content has a functional role to play, too. Of course, establishing your brand, growing your audience, and giving your customers something to talk about are important. But high-quality written content is necessary to get discovered online. For example, brands that regularly update their blog get 67 percent more leads than those that don’t, according to Absurd Insights.

Similarly, search engines are starting to prioritise the quality of the content they promote to users, cracking down on misinformation, clickbait, spam, and AI-generated content. For example, Google looks for content showcasing experience, expertise, authority, and trustworthiness. This is called E-E-A-T content and thought leadership is precisely the kind of writing that reflects these crucial areas.

Recent Google updates penalise companies that fill up their site with cheap AI-generated SEO content. This tactic is just empty calories and now it’s creating marketing heart attacks for companies that tried it. The need for high-quality EEAT content has never been higher.

The final word

The ROI of thought leadership is going to take a lot of work to prove. That’s because it’s about more than just numbers. It’s about value. An AI-generated blog post will save you time and probably be fairly accurate. It may even generate a small amount of traffic (before Google recognises it as AI and penalises you for it, that is). But well-written thought leadership is a conversation starter. It’s the kind of content people are still thinking about after they’ve logged off. It makes potential customers think — and start questioning whether they’re working with the right providers. It’s full of insight, personality, colour and expertise. You can’t put a price on that.

George Clarke will staff the most southerly post office in the world, living among a penguin colony.

Gifts, decorations and festive food.

Son of a nutcracker!

The Santa Stair Climb returns to One Canada Square.

Books, booze and unique stocking fillers.

A fir tree in fairytale form.

Igloos, rooftops and ski lodges.

Spruce up on your arboreal knowhow.

41 times in all.

Nutcrackers, Snowmen... and A Very Naughty Christmas.

Praying hard for a lump of concrete.

From traditional retellings to drunk adaptations.

When to go, what to see and how to save money.

Pop-up cinemas screening Christmas classics.

The Notting Hill pub gets its festive glow-up.

1. Bev Priestman out at Canada Soccer in wake of Olympic drone-spying scandal  CTV News
2. Canada Soccer’s drone-spying redactions tell us a whole lot of nothing while it waits out the rage clock  The Globe and Mail
3. Key findings from Sonia Regenbogen's independent review into Olympic drone-spying  CP24
4. What comes next in Canada Soccer drone-scandal investigation?  Sportsnet.ca

Aiming at the problems of high error rate, low evaluation accuracy and low investment return in traditional methods, a random forest-based e-bank investment risk evaluation method is proposed. First, establish a scientific e-bank investment risk evaluation index system. Then, G1-COWA combined weighting method is used to calculate the weights of each index. Finally, the e-bank investment risk evaluation index data is taken as the input vector, and the e-bank investment risk evaluation result is taken as the output vector. The random forest model is established and the result of e-banking investment risk evaluation is obtained. The experimental results show that the maximum relative error rate of this method is 4.32%, the evaluation accuracy range is 94.5~98.1%, and the maximum return rate of e-banking investment is 8.32%. It shows that this method can accurately evaluate the investment risk of electronic banking.

To assess a country's economic outlook and achieve higher economic growth, econometric models and prediction techniques are significant tools. Policymakers are always concerned with the correct future estimates of economic variables to take the right economic decisions, design better policies and effectively implement them. Therefore, there is a need to improve the predictive accuracy of the existing models and to use more sophisticated and superior algorithms for accurate forecasting. Deep learning models like recurrent neural networks are considered superior for forecasting as they provide better predictive results as compared to many of the econometric models. Against this backdrop, this paper presents the feasibility of using different deep-learning neural network architectures for trade forecasting. It predicts export trade using different recurrent neural architectures such as 'vanilla recurrent neural network (VRNN)', 'bi-directional long short-term memory network (Bi-LSTM)', 'bi-directional gated recurrent unit (Bi-GRU)' and a hybrid 'bi-directional LSTM and GRU neural network'. The performances of these models are evaluated and compared using different performance metrics such as Mean Square Error (MSE), Mean Absolute Error (MAE) Root Mean Squared Error (RMSE), Root Mean Squared Logarithmic Error (RMSLE) and coefficient of determination <em>R</em>-squared (<em>R</em>²). The results validated the effective export prediction for India.

In view of the problems of low accuracy, long time consuming and low efficiency of the existing engineering investment risk assessment method; this paper puts forward the investment risk assessment method of power grid construction project based on grey correlation analysis. Firstly, classify the risks of power grid construction project; secondly, determine the primary index and secondary index of investment risk assessment of power grid construction project; then construct the correlation coefficient matrix of power grid project investment risk to calculate the correlation degree and weight of investment risk index; finally, adopt the grey correlation analysis method to construct investment risk assessment function to realise investment risk assessment. The experimental results show that the average accuracy of evaluating the investment risk of power grid construction projects using the method is 95.08%, and the maximum time consuming is 49 s, which proves that the method has high accuracy, short time consuming and high evaluation efficiency.

Because of the problems of low mining precision and slow mining speed in traditional enterprise marketing investment data mining methods, a fast mining method for enterprise marketing investment databased on improved association rules is proposed. First, the enterprise marketing investment data is collected through the crawler framework, and then the collected data is cleaned. Then, the cleaned data features are extracted, and the correlation degree between features is calculated. Finally, according to the calculation results, all data items are used as constraints to reduce the number of frequent itemsets. A pruning strategy is designed in advance. Combined with the constraints, the Apriori algorithm of association rules is improved, and the improved algorithm is used to calculate all frequent itemsets, Obtain fast mining results of enterprise marketing investment data. The experimental results show that the proposed method is fast and accurate in data mining of enterprise marketing investment.

Return on Investment (ROI) is one of the most popular performance measurement and evaluation metrics. ROI analysis (when applied correctly) is a powerful tool in comparing solutions and making informed decisions on the acquisitions of information systems. The purpose of this study is to provide a systematic research of the accuracy of the ROI evaluations in the context of information systems implementations. Measurements theory and error analysis, specifically propagation of uncertainties methods, were used to derive analytical expressions for ROI errors. Monte Carlo simulation methodology was used to design and deliver a quantitative experiment to model costs and returns estimating errors and calculate ROI accuracies. Spreadsheet simulation (Microsoft Excel spreadsheets enhanced with Visual Basic for Applications) was used to implement Monte Carlo simulations. The main contribution of the study is that this is the first systematic effort to evaluate ROI accuracy. Analytical expressions have been derived for estimating errors of the ROI evaluations. Results of the Monte Carlo simulation will help practitioners in making informed decisions based on explicitly stated factors influencing the ROI uncertainties.

Aim/Purpose: The present study examines the effect of perceived organisational and co-worker support on the adjustment of repatriates and its impact on their intention to transfer knowledge in multinational companies (MNCs). It also examines the relationship between perceived organisational support, co-worker support, and knowledge transfer through the mediating role of repatriate adjustment. Background: The ability of acquiring and utilising international knowledge is one of the core competitive advantages of MNCs. This knowledge is transferred by MNCs across their subsidiaries efficiently through repatriates, which will result in superior performance when compared to their local competitors. But in MNCs the expatriation process has been given more emphasis than the repatriation process; therefore, there is limited knowledge about repatriation knowledge transfer. Practically, the knowledge transferred by repatriates is not managed properly by the MNCs. Methodology: The proposed model was supported by Uncertainty Reduction Theory, Organisational Socialisation Theory, Organisational Support Theory, and Socialisation Resource Theory. The data were gathered from 246 repatriates working in Indian MNCs in the manufacturing and information technology sectors who had been on an international assignment for at least one year. The data obtained were analysed using Structural Equation Modeling (SEM) using AMOS 21 software. Contribution: The present study expands prior research on repatriate knowledge transfer by empirically investigating the mediating role of repatriate adjustment between perceived support and repatriate knowledge transfer in MNCs. The present study also highlights that organisational and co-worker support during repatriation is beneficial for repatriate knowledge transfer. It is important that MNCs initiate support practices during repatriation to motivate repatriates to transfer international knowledge. Findings: The results revealed that both perceived organisational and co-worker support had a significant role in predicting repatriate adjustment in MNCs. Furthermore, the results also revealed that perceived organisational and co-worker support increases repatriate knowledge transfer through repatriate adjustment in MNCs. Recommendations for Practitioners: This study indicates the role of management in motivating repatriates to transfer their knowledge to the organisation. The management of MNCs develop HR policies and strategies leading to high perceived organisational support, co-worker support, and repatriate adjustment. They need to pay particular attention to the factors that affect the repatriates’ intention to share knowledge with others in the organisation. Recommendation for Researchers: Researchers can use the validated measurement instrument which could be essential for the advancement of future empirical research on repatriate knowledge transfer. Impact on Society: The present study will assist MNCs in managing their repatriates during the repatriation process by developing an appropriate repatriation support system. This will help the repatriates to better adjust to their repatriation process which will motivate them to transfer the acquired knowledge. Future Research: Future research can adopt a longitudinal style to test the different levels of the adjustment process which will help in better understanding the repatriate adjustment process. Additionally, this model can be tested with the repatriates of other countries and in diverse cultures to confirm its external validity. Furthermore, future research can be done with the repatriates who go on an international assignment through their own initiative (self-initiated expatriates).

Aim/Purpose: This study aims to examine the ten factors from the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Unified Theory of Acceptance and Use of Technology (UTAUT) theories in order to analyze behavioral intentions to use the Indonesian online capital market investment platforms and the effect of behavioral intentions on actual usage. Background: The potential growth of capital market investors in Indonesia is large, and the low use of the Internet for investment purposes makes it necessary for stakeholders to understand the factors that affect people’s intentions to invest, especially through online platforms. Several previous studies have explained the intention to use online investment platforms using the TAM and TPB theories. This study tries to combine TAM, TPB, and UTAUT theories in analyzing behavioral intentions to use an online capital market investment platform in Indonesia. Methodology: The research approach employed is a mixed method, particularly explanatory research, which employs quantitative methods first, followed by qualitative methods. Data were collected by conducting interviews and sending online surveys. This study was successful in collecting information on the users of online capital market investment platforms in Indonesia from 1074 respondents, which was then processed and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with the IBM AMOS 26.0 application. Contribution: This study complements earlier theories like TAM, TPB, and UTAUT by looking at the intention to use online capital market investment platforms from technological, human, and environmental viewpoints. This study looks at the intention to use the online capital market investing platform as a whole rather than separately depending on investment instruments. This study also assists practitioners including regulators, the government, developers, and investors by offering knowledge of the phenomena and factors that can increase the capital market’s investment intention in Indonesia. Findings: Attitudes, perceived ease of use, perceived behavioral control, subjective norm, and national pride were found to be significant predictors of the intention to use online investment platforms in Indonesia, whereas perceived usefulness, perceived risk, perceived trust, perceived privacy, and price value were not. Recommendations for Practitioners: All practitioners must be able to take steps and strategies that focus on factors that have a significant impact on increasing usage intentions. The government can enact legislation that emphasizes the simplicity and convenience of investment, as well as launch campaigns that encourage people to participate in economic recovery by investing in the capital market. Meanwhile, the developers are concentrating on facilitating the flow of investment transactions through the platform, increasing education and awareness of the benefits of investing in the capital market, and providing content that raises awareness that investing in the capital market can help to restore the national economy. Recommendation for Researchers: Further research is intended to include other variables such as perceived benefits and perceived security, as well as other frameworks such as TRA, to better explain individuals’ behavioral intentions to use online capital investment platforms. Impact on Society: This study can help all stakeholders understand what factors can increase Indonesians’ interest in investing in the capital market, particularly through online investment platforms. This understanding is expected to increase the number of capital market participants and, as a result, have an impact on economic recovery following the COVID-19 pandemic. Future Research: Future research is expected to investigate additional factors that can influence individuals’ behavioral intention to use an online capital market investment platform, such as perceived benefits and perceived security, as well as the addition of control variables such as age, gender, education, and income. International research across nations is also required to build a larger sample size in order to examine the behavior of investors in developing and developed countries and acquire a more thorough understanding of the online capital market investment platform.

Aim/Purpose: This study investigates the relationship between Electronic Word-of-Mouth (EWOM), Information Adoption, and the stock investment of Vietnamese investors. Background: Misinformation spreads online, and a lack of strong information analysis skills can lead Vietnamese investors to make poor stock choices. By understanding how online conversations and information processing influence investment decisions, this research can help investors avoid these pitfalls. Methodology: This study applies Structural Equation Modelling (SEM) to investigate how non-professional investors react to online information and which information factors influence their investment decisions. The final sample includes 512 investors from 18 to 65 years old from various professional backgrounds (including finance, technology, education, etc.). We conducted a combined online and offline survey using a convenience sampling method from August to November 2023. Contribution: This study contributes to the growing literature on Electronic Word-of-Mouth (EWOM) and its impact on investment decisions. While prior research has explored EWOM in various contexts, we focus on Vietnamese investors, which can offer valuable insights into its role within a developing nation’s stock market. Investors, particularly those who are new or less experienced, are often susceptible to the influence of EWOM. By examining EWOM’s influence in Vietnam, this study sheds light on a crucial factor impacting investment behavior in this emerging market. Findings: The results show that EWOM has a moderate impact on the Information Adoption and investment decisions of Vietnamese stock investors. Information Quality (QL) is the factor that has the strongest impact on Information Adoption (IA), followed by Information Credibility (IC) and Attitude Towards Information (AT). Needs for Information (NI) only have a small impact on Information Adoption (IA). Finally, Information Adoption (IA) has a limited influence on investor decisions in stock investment. We also find that investors need to verify information through official sites before making investment decisions based on posts in social media groups. Recommendations for Practitioners: The findings suggest that state management and media agencies need to coordinate to improve the quality of EWOM information to protect investors and promote the healthy development of the stock market. Social media platform managers need to moderate content, remove false information, prioritize displaying authentic information, cooperate with experts, provide complete information, and personalize the experience to enhance investor trust and positive attitude. Securities companies need to provide complete, accurate, and updated information about the market and investment products. They can enhance investor trust and positive attitude by developing news channels, interacting with investors, and providing auxiliary services. Listed companies need to take the initiative to improve the quality of information disclosure and ensure clarity, comprehensibility, and regular updates. Use diverse communication channels and improve corporate governance capacity to increase investor trust and positive attitude. Investors need to seek information from reliable sources, compare information from multiple sources, and carefully check the source and author of the information. They should improve their investment knowledge and skills, consult experts, define investment goals, and build a suitable investment portfolio. Recommendation for Researchers: This study synthesized previous research on EWOM, but there is still a gap in the field of securities because each nation has its laws, regulations, and policies. The relationships between the factors in the model are not yet clear, and there is a need to develop a model with more interactive factors. The research results need to be further verified, and more research can be conducted on the influence of investor psychology, investment experience, etc. Impact on Society: This study finds that online word-of-mouth (EWOM) can influence Vietnamese investors’ stock decisions, but information quality is more important. Policymakers should regulate EWOM accuracy, fund managers should use social media to reach investors, and investors should diversify their information sources. Future Research: This study focuses solely on the stock market, while individual investors in Vietnam may engage in various other investment forms such as gold, real estate, or cryptocurrencies. Therefore, future research could expand the scope to include other investment types to gain a more comprehensive understanding of how individual investors in Vietnam utilize electronic word-of-mouth (EWOM) and adopt information in their investment decision-making process. Furthermore, while these findings may apply to other emerging markets with similar levels of financial literacy as Vietnam, they may not fully extend to countries with higher financial literacy rates. Hence, further studies could be conducted in developed countries to examine the generalizability of these findings. Finally, future research could see how EWOM’s impact changes over a longer period. Additionally, a more nuanced understanding of the information adoption process could be achieved by developing a research model with additional factors.