Template-Type: ReDIF-Article 1.0 Author-Name: Manisha Mathur Author-X-Name-First: Manisha Author-X-Name-Last: Mathur Title: Quantifying the long-term effect of social media Abstract: The retail industry is ripe with uncertainties despite making significant strides in the past few years, particularly, since the recent economic downturn. The social media landscape has further complicated the customer connections with retail brands, creating serious challenges for retailers. Marketers are baffled by the constant urgent call by practitioners regarding the social media trend among customers, and they are finding it difficult to determine whether the social media effects can have a long term impact on both the customer perception of a brand and on the long-term trends in brand value. Quantifying the influence of social media in the long-run is essential for the development of branding and marketing strategies that lead to sustained competitive advantage. Empirical assessment includes vector autoregressive econometric modelling to determine whether a brand's value is stable or trending over time and quantify the persistent effect of social media factors using the real-world data available on social media. Further, implications for both marketing theory and practice are outlined. Journal: Int. J. of Internet Marketing and Advertising Pages: 19-39 Issue: 1 Volume: 12 Year: 2018 Keywords: social media marketing; social advocacy; relationship marketing; brand value. File-URL: http://www.inderscience.com/link.php?id=89197 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:1:p:19-39 Template-Type: ReDIF-Article 1.0 Author-Name: Ismail Erkan Author-X-Name-First: Ismail Author-X-Name-Last: Erkan Author-Name: Abdulaziz Elwalda Author-X-Name-First: Abdulaziz Author-X-Name-Last: Elwalda Title: Your comments are important to me! The impacts of online customer reviews in shopping websites Abstract: The aim of this study is to examine the influence of Online Customer Reviews (OCRs) on consumers' purchase intentions, and to understand the role of attitude on information adoption within the computer-mediated communication platforms. For this purpose, a research model was developed based on the Information Adoption Model (IAM). The model was empirically tested and validated through Structural Equation Modelling (SEM). The data were collected from a sample of 384 university students. The results confirm that attitude plays an important role on information adoption; and the following are among the key factors which influence consumers' purchase intentions: eWOM quality, eWOM credibility, attitude towards eWOM, perceived eWOM usefulness, and eWOM adoption. Theoretical and practical implications are discussed as well as recommended for future studies. Journal: Int. J. of Internet Marketing and Advertising Pages: 1-18 Issue: 1 Volume: 12 Year: 2018 Keywords: OCRs; online customer reviews; eWOM; electronic word of mouth; shopping websites; purchase intention; information adoption model; OCRs adoption model. File-URL: http://www.inderscience.com/link.php?id=89200 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:1:p:1-18 Template-Type: ReDIF-Article 1.0 Author-Name: Ela Sibel Bayrak Meydanoğlu Author-X-Name-First: Ela Sibel Bayrak Author-X-Name-Last: Meydanoğlu Author-Name: Ahmet Mete Çilingirtürk Author-X-Name-First: Ahmet Mete Author-X-Name-Last: Çilingirtürk Author-Name: Stephan Böhm Author-X-Name-First: Stephan Author-X-Name-Last: Böhm Author-Name: Müge Klein Author-X-Name-First: Müge Author-X-Name-Last: Klein Title: QR code advertising: a cross-country comparison of Turkish and German consumers Abstract: Among various mobile-based communication technologies, QR codes have recently gained a great popularity in mobile advertising. These codes are used by marketers for advertising in various ways such as in print media, in outdoor advertising, or even on the product packages so that consumers could get relevant information at instance. In the current literature perceived usefulness, behavioural intention, previous experience, knowledge and environmental constraints have been identified as the factors that lead consumers to scan QR code ads. The aim of this study was to investigate the factors and their extent in influencing the QR code ad scanning behaviour of Turkish and German consumers. The results demonstrate that perceived usefulness and previous experience affect the scanning behaviour of both the groups, whereas knowledge about scanning and environmental constraints affects only the scanning behaviour of Turkish consumers. Contrary to our expectations, behavioural intention does not influence the behaviour of either Turkish or German consumers. Journal: Int. J. of Internet Marketing and Advertising Pages: 40-68 Issue: 1 Volume: 12 Year: 2018 Keywords: advertising; IBM; integrated behavioural model; QR code; Turkish consumers; German consumers. File-URL: http://www.inderscience.com/link.php?id=89201 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:1:p:40-68 Template-Type: ReDIF-Article 1.0 Author-Name: Cynthia B. Hanson Author-X-Name-First: Cynthia B. Author-X-Name-Last: Hanson Title: Going native on Facebook: a content analysis of sponsored messages on undergraduate student Facebook pages Abstract: This paper examines the prevalence and nature of sponsored messages on Facebook. Results of a content analysis of desktop and mobile Facebook pages from 52 undergraduate student subjects showed 53% of sponsored messages in the desktop sample and 100% of sponsored messages in the mobile sample would be categorised as native advertising, as they were located in the user's news feed. Approximately 12% of all news feed posts were sponsored posts and almost 90% of sponsored news feed posts were based on the user's or user's friends' actions. The majority of the sponsoring advertisers were from companies established after the year 2000, and only 11% were leading US advertisers. Journal: Int. J. of Internet Marketing and Advertising Pages: 91-104 Issue: 1 Volume: 12 Year: 2018 Keywords: advertising; content analysis; Facebook; native advertising; social media; sponsored messages. File-URL: http://www.inderscience.com/link.php?id=89213 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:1:p:91-104 Template-Type: ReDIF-Article 1.0 Author-Name: Tong Bao Author-X-Name-First: Tong Author-X-Name-Last: Bao Author-Name: Tung-Lung Steven Chang Author-X-Name-First: Tung-Lung Steven Author-X-Name-Last: Chang Title: Timing effects of opinion leader's electronic word of mouth Abstract: Companies are increasingly interested in recruiting opinion leaders to spread electronic word of mouth (eWOM). Prior research has demonstrated the sales effects of such eWOM. An unexplored question for this practice is when the opinion leaders should disseminate their eWOM. An implicit assumption is that companies should use opinion leaders at the beginning of product launch. Using a dataset of Amazon customer review, we demonstrate that opinion leader's eWOM should be spread out by arriving as early as possible, and continuing to be present. In addition, the impact of variance of timing on sales follows an inverse U shape. The marketing implications of timing effects of opinions leaders' eWOM in terms of entry, span and intensity are addressed. Journal: Int. J. of Internet Marketing and Advertising Pages: 69-90 Issue: 1 Volume: 12 Year: 2018 Keywords: online user reviews; opinion leader; electronic word-of-mouth. File-URL: http://www.inderscience.com/link.php?id=89217 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:1:p:69-90 Template-Type: ReDIF-Article 1.0 Author-Name: Vibhava Srivastava Author-X-Name-First: Vibhava Author-X-Name-Last: Srivastava Title: Modelling antecedents of scepticism towards green advertising: evidence from India Abstract: The present study models the antecedents of scepticism toward green advertising. Post literature review a research framework was conceptualised wherein environment consciousness, green consumerism, green ad guilt appeal, perceived brand credibility and attitude towards sponsor were hypothesised as possible antecedents of scepticism towards green advertising. Data collection was done through a self-administered questionnaire based online survey from a sample of 271 respondents, drawn using judgmental sampling. Structural equation modelling (SEM) was employed to validate the said framework. Findings suggested that perceived brand credibility, attitude toward sponsor, green consumerism and green ad guilt appeal were found significant predictors of scepticism toward green advertising while environment consciousness though was found forming the perceived brand credibility and attitude toward sponsor but not affecting scepticism. Interestingly environment consciousness was found having no relationship with green consumerism. The present study reiterates the antecedents of scepticism towards green advertising and is one of its kinds in the context of India. Journal: Int. J. of Internet Marketing and Advertising Pages: 105-121 Issue: 2 Volume: 12 Year: 2018 Keywords: green advertising; scepticism; environment consciousness; green consumerism; SEM. File-URL: http://www.inderscience.com/link.php?id=90950 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:2:p:105-121 Template-Type: ReDIF-Article 1.0 Author-Name: Georgios Tsimonis Author-X-Name-First: Georgios Author-X-Name-Last: Tsimonis Author-Name: Sergios Dimitriadis Author-X-Name-First: Sergios Author-X-Name-Last: Dimitriadis Author-Name: Christos Koritos Author-X-Name-First: Christos Author-X-Name-Last: Koritos Title: Examining relational benefits and costs in an online non-transactional context Abstract: The paper explores which relational benefits and costs are appropriate for capturing relationship-building efforts within the context of informational, non-transactional, websites and assesses their effect on behavioural outcomes. Firstly, a preliminary study consisting of two focus groups was organised in order to identify what relational benefits and costs users perceive. At the second stage, quantitative data were collected with the use of an e-questionnaire from 444 users/members of a well-known FMCG company's informational website. Results, based on Structured Equation Modelling, indicate that users perceive functional, social and special treatment benefits. Functional benefits have the strongest effect on relational outcomes followed by relational costs and social benefits. Special treatment benefits have no significant effect on behavioural outcomes. From a managerial perspective, findings provide initial evidence on how the development of informational websites can be used as a relationship-building tool. Journal: Int. J. of Internet Marketing and Advertising Pages: 122-137 Issue: 2 Volume: 12 Year: 2018 Keywords: relational benefits; relational costs; consumer-brand relationships; relationship marketing; relationship building; online brand communities; informational websites. File-URL: http://www.inderscience.com/link.php?id=90951 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:2:p:122-137 Template-Type: ReDIF-Article 1.0 Author-Name: P. Theerthaana Author-X-Name-First: P. Author-X-Name-Last: Theerthaana Title: The paradigm of WhatsApp campaign management: breaking the vicious cycle of traditional campaigns Abstract: Despite the increasing popularity of WhatsApp campaigning, factors critical to such a new communication medium remain largely unknown. This paper examines the critical factors to enhance the response rate in WhatsApp campaign. Much research has already examined the intentions of consumer's responses in online campaigns; however, there is no united point of view concerning the factors conditioning customer response rate in WhatsApp campaigning, and means of its assessment and determination. The aim of the paper is to create a theoretical model of enhancing response rate in WhatsApp campaigns. The empirical research results showed that there is a statistically significant positive correlation between factors identified in the theoretical model: and response rate in WhatsApp campaigns. Journal: Int. J. of Internet Marketing and Advertising Pages: 138-158 Issue: 2 Volume: 12 Year: 2018 Keywords: campaign management; WhatsApp marketing; viral marketing message; social media marketing. File-URL: http://www.inderscience.com/link.php?id=90952 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:2:p:138-158 Template-Type: ReDIF-Article 1.0 Author-Name: Uttam Chakraborty Author-X-Name-First: Uttam Author-X-Name-Last: Chakraborty Author-Name: Savita Bhat Author-X-Name-First: Savita Author-X-Name-Last: Bhat Title: Online reviews and its impact on brand equity Abstract: The significant rise of online social media increases consumer's power over brands. Therefore, this study attempts to assess the impact of online reviews on brand equity dimensions, namely, brand awareness, brand associations (in terms of perceived value, brand personality and organisational associations) and perceived quality. The present study integrates source credibility theory and attribution theory to understand the impact of online reviews on brands. The study follows mixed method approach by using quantitative analysis (structural equation modeling) and qualitative text analysis (netnography). For quantitative study, data has been collected from select Facebook brand pages with the help of Google form application. For qualitative study, "Apple Users India" brand community is considered to conduct netnography. Quantitative analysis reveals that online reviews have more significant impact on brand awareness and perceived value. Qualitative analysis also finds evidences of brand equity dimensions in the online brand community. Journal: Int. J. of Internet Marketing and Advertising Pages: 159-180 Issue: 2 Volume: 12 Year: 2018 Keywords: online reviews; brand equity; structural equation modelling; netnography. File-URL: http://www.inderscience.com/link.php?id=90953 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:2:p:159-180 Template-Type: ReDIF-Article 1.0 Author-Name: Mohammad Hamdi Al Khasawneh Author-X-Name-First: Mohammad Hamdi Al Author-X-Name-Last: Khasawneh Author-Name: Omar Hujran Author-X-Name-First: Omar Author-X-Name-Last: Hujran Author-Name: Tariq Abdrabbo Author-X-Name-First: Tariq Author-X-Name-Last: Abdrabbo Title: A quantitative examination of the factors that influence users' perceptions of trust towards using mobile banking services Abstract: An examination of previous research related to m-banking in developing countries revealed that research conducted on the drivers of trust in mobile banking is somewhat limited. Therefore, this study attempted to quantitatively investigate the factors that influence users' perceptions of trust towards using mobile banking services. The model is empirically tested using an online survey from a convenience sample of 404 respondents, and analysed using SEM. The study found that the six variables (perceived benefits, perceived credibility, perceived behavioural control, social influence, privacy and security risks) have direct impact on users' trust in m-banking. In particular, perceived credibility has the highest positive effect on users' trusts in m-banking, followed by perceived benefits and PBC while social influence has the lowest effect. In contrast, security risk and privacy risk exhibited a moderate negative impact on users' trust in mobile banking. Journal: Int. J. of Internet Marketing and Advertising Pages: 181-207 Issue: 2 Volume: 12 Year: 2018 Keywords: mobile banking; trust; credibility; perceived benefits; perceived behavioural control; social influence; risk. File-URL: http://www.inderscience.com/link.php?id=90957 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:2:p:181-207 Template-Type: ReDIF-Article 1.0 Author-Name: Tong Chen Author-X-Name-First: Tong Author-X-Name-Last: Chen Author-Name: Ke Ma Author-X-Name-First: Ke Author-X-Name-Last: Ma Author-Name: Chundong Zheng Author-X-Name-First: Chundong Author-X-Name-Last: Zheng Title: Does freight insurance really work? Effect of freight insurance on consumers' attitude in online shopping Abstract: This research examines the effects of free freight insurance on consumers' product purchase intention and product return intention. Through an empirical study (study 1), the results show that free freight insurance will have a positive impact on consumers' product purchase intention, but it is also demonstrated that free freight insurance may lead to higher product return intention. Specifically, consumers react more perceived benefits and less perceived risks toward free freight insurance during online shopping. Furthermore, product category and product price have an interaction moderation effect on the effect of free freight insurance on consumers' purchase intention. For experience product with higher price, free freight insurance was demonstrated that it does not functions well, and the results in study 2 (an actual experiment) also verify on this point. The results of this study have important and meaningful implications for online retailers. Journal: Int. J. of Internet Marketing and Advertising Pages: 209-232 Issue: 3 Volume: 12 Year: 2018 Keywords: freight insurance; perceived risk and benefit; product category; product price; purchase intention; return intention. File-URL: http://www.inderscience.com/link.php?id=93386 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:3:p:209-232 Template-Type: ReDIF-Article 1.0 Author-Name: Ahmed Rageh Ismail Author-X-Name-First: Ahmed Rageh Author-X-Name-Last: Ismail Author-Name: Bang Nguyen Author-X-Name-First: Bang Author-X-Name-Last: Nguyen Author-Name: T.C. Melewar Author-X-Name-First: T.C. Author-X-Name-Last: Melewar Title: Impact of perceived social media marketing activities on brand and value consciousness: roles of usage, materialism and conspicuous consumption Abstract: This research investigates the impact of perceived social media marketing activities on brand- and value consciousness. It further examines the effect of social media usage on materialism, brand consciousness and conspicuous consumption, as examining materialism-centric behaviour is becoming important in a consumption-based economy. A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students. Two different research models are tested and confirmed. The findings of this research indicated that perceived social media marketing activities have a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between perceived social media marketing activities and brand loyalty. Moreover, evidence supports the idea that the greater the use of social media, the greater the tendency towards materialism and conspicuous consumption. This study confirms the growing importance of perceived social media marketing activities in envisioning brand loyalty and provides insights on impact of social media on materialism and conspicuous consumption. Journal: Int. J. of Internet Marketing and Advertising Pages: 233-254 Issue: 3 Volume: 12 Year: 2018 Keywords: perceived social media marketing activities; brand loyalty; brand consciousness; value consciousness; materialism and conspicuous consumption. File-URL: http://www.inderscience.com/link.php?id=93387 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:3:p:233-254 Template-Type: ReDIF-Article 1.0 Author-Name: Frank Habann Author-X-Name-First: Frank Author-X-Name-Last: Habann Author-Name: Christopher Zerres Author-X-Name-First: Christopher Author-X-Name-Last: Zerres Author-Name: Lukas Zaworski Author-X-Name-First: Lukas Author-X-Name-Last: Zaworski Title: Investigating the segment specific preferences for hedonic and utilitarian online-shop characteristics: the case of German online wine shops Abstract: Recently the market for grocery online-shopping is expanding. Therefore, this study analyse the influencing factors of online shoppers' preferences for online wine shops with an adaptive choice-based conjoint analysis (ACBC). As these factors in general differ for hedonic and utilitarian goods, we investigated what characteristics presented in the online-shop are most important to customers of a primarily hedonic product like wine. Surprisingly, respondents in general favoured utilitarian over hedonic characteristic levels. In addition, we identified two distinct customer groups by applying a preference-based market segmentation (CCEA). The price/efficiency-seeking group favoured utilitarian characteristics. The quality-seeking group favoured hedonic over utilitarian characteristics, but with a strong importance of some utilitarian website characteristics. Finally management implications are presented. Journal: Int. J. of Internet Marketing and Advertising Pages: 255-269 Issue: 3 Volume: 12 Year: 2018 Keywords: online shopping behaviour; adaptive conjoint analysis; hedonic and utilitarian goods; preference-based market segmentation. File-URL: http://www.inderscience.com/link.php?id=93390 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:3:p:255-269 Template-Type: ReDIF-Article 1.0 Author-Name: Syahida Abd Aziz Author-X-Name-First: Syahida Abd Author-X-Name-Last: Aziz Author-Name: Muhammad Shahar Jusoh Author-X-Name-First: Muhammad Shahar Author-X-Name-Last: Jusoh Author-Name: Mohammad Harith Amlus Author-X-Name-First: Mohammad Harith Author-X-Name-Last: Amlus Title: The moderating role of technology anxiety on brand service quality, brand image and their relation to brand loyalty Abstract: The increasing importance of technology in our daily lives leads companies to integrate the latest technology into their products before bringing them to the market. Since technologically advanced cars have attracted a great deal of attention, marketers use this as a means of increasing customers' level of loyalty by assuaging concerns that create a level of anxiety about the system installed in their cars. This study investigates the direct effects of brand service quality and brand image on brand loyalty as moderated by technology anxiety. It analyses 206 samples in Malaysia. Since the moderator variables are rarely tested in the context of the Partial Least Square (PLS) model, the authors analysed the data using PLS by measuring the moderating effect of technology anxiety in brand loyalty relationships. The results illustrate that technology anxiety moderates the relationship between brand image and brand loyalty. Journal: Int. J. of Internet Marketing and Advertising Pages: 270-289 Issue: 3 Volume: 12 Year: 2018 Keywords: customer relationship management; relationship marketing; consumer psychology; technology anxiety; brand management; brand equity; brand loyalty; brand service quality; brand image; partial least squares; automotive. File-URL: http://www.inderscience.com/link.php?id=93410 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:3:p:270-289 Template-Type: ReDIF-Article 1.0 Author-Name: Maria Petrescu Author-X-Name-First: Maria Author-X-Name-Last: Petrescu Author-Name: Costinel Dobre Author-X-Name-First: Costinel Author-X-Name-Last: Dobre Author-Name: Anca-Maria Milovan-Ciuta Author-X-Name-First: Anca-Maria Author-X-Name-Last: Milovan-Ciuta Title: Social bonds and millennial consumers' activity in social networks Abstract: This study uses the Relational Bonds Theory to analyse the importance placed on activities in online social networks about variables such relational bonds and number of friends, in a cross-cultural context. We also take into consideration the differences that age can bring in consumers' social media participation behaviour and analyse intra-generational differences within the Millennial group. We use a cross-cultural sample and assess the differences between consumer groups based on cultural characteristics of the country of origin. We showed that consumers who are satisfied with the social value brought to them by their contacts have higher activity rates in social media. Journal: Int. J. of Internet Marketing and Advertising Pages: 290-304 Issue: 3 Volume: 12 Year: 2018 Keywords: relational bonds theory; social network activity; millennials; collectivism. File-URL: http://www.inderscience.com/link.php?id=93411 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:3:p:290-304 Template-Type: ReDIF-Article 1.0 Author-Name: U. Abhijith Author-X-Name-First: U. Author-X-Name-Last: Abhijith Author-Name: G. Rejikumar Author-X-Name-First: G. Author-X-Name-Last: Rejikumar Title: An exploratory study on information retention in social media platforms among Generation Y Abstract: This study was designed to analyse the effect of antecedents which contribute to higher degrees of information retention and sharing intention across various social media platforms under information overload. A cross-sectional study, where perceptions of 256 Y gen respondents were collected using a structured questionnaire circulated online across India. Constructs used in the study were conceptualised as reflective and variance based structural equation modelling (SEM) analysis was used to test the theory. The study found that social media trust perceived by a user lead to higher retention of the contents generated by firms across platforms but the intervention of information overload degrades the retention and sharing intentions. The study concluded that information overload is not controllable and therefore the indicators which lead to social media trust has to be identified and improved by the marketers and content generators for higher rate of retention and sharing intentions across platforms. Journal: Int. J. of Internet Marketing and Advertising Pages: 305-324 Issue: 4 Volume: 12 Year: 2018 Keywords: information retention; information overload; Y Gen social media behaviour; social media trust; SEM analysis. File-URL: http://www.inderscience.com/link.php?id=95356 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:4:p:305-324 Template-Type: ReDIF-Article 1.0 Author-Name: Leonel Cezar Rodrigues Author-X-Name-First: Leonel Cezar Author-X-Name-Last: Rodrigues Author-Name: Valéria Riscarolli Author-X-Name-First: Valéria Author-X-Name-Last: Riscarolli Author-Name: Fabricia Durieux Zucco Author-X-Name-First: Fabricia Durieux Author-X-Name-Last: Zucco Author-Name: Christian Falaster Author-X-Name-First: Christian Author-X-Name-Last: Falaster Title: Innovations in communication and advertising: a perspective from small firms in southern Brazil Abstract: Market penetration, especially for small firms, requires effective ways of communication for investments optimisation. For small firms communicating effectively, means also being selective on communications objectives. In this study we investigate the adoption of communication and advertising innovations in small firms, including the role of paid advertising, when using virtual social networks. We search a sample of 227 small firms in the Brazilian countryside. Main results confirm the premise of selective communication objectives, narrowing to brand communication and brand recalling. We also learn that small firms divert in objectives. Most of them pursue brand information, strengthening image and faster brand recall, when using virtual social communication. Some of them, however, remain on the traditional sales expansion and increasing revenues. The later use traditional advertising. The formers tend to innovate engaging in virtual social networks when communication objectives target at brand image, brand recall and deeper links with audience. Journal: Int. J. of Internet Marketing and Advertising Pages: 325-339 Issue: 4 Volume: 12 Year: 2018 Keywords: marketing; advertising; innovation; innovation in advertising; small firms; virtual social networks; communication objectives. File-URL: http://www.inderscience.com/link.php?id=95359 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:4:p:325-339 Template-Type: ReDIF-Article 1.0 Author-Name: Kardi Somerfield Author-X-Name-First: Kardi Author-X-Name-Last: Somerfield Author-Name: Kathleen Mortimer Author-X-Name-First: Kathleen Author-X-Name-Last: Mortimer Author-Name: Geraint Evans Author-X-Name-First: Geraint Author-X-Name-Last: Evans Title: The relevance of images in user-generated content: a mixed method study of when, and why, major brands retweet Abstract: This paper develops unique new insight for business practitioners and academic researchers into the interaction between consumers and brands on social media platforms, principally where brands choose to interact with, and amplify, user-generated content (UGC) by retweeting it on their own brand channels. Despite increasing research into social media in general, there is a relative lack of available academic research on major brands engaging with consumer content, which may, be in part due to the pace of change and exponential growth in this emerging area. This mixed method study develops insight conducted over an 18-month period with leading social media practitioners, concluding that primarily a brand's social media team opportunistically seek out and retweet organic image-led UGC to convey specific messages across multiple platforms. Content containing imagery lends authenticity to brand storytelling; brands with tangible products are more likely to receive organic UGC which contains images than intangible brands. Journal: Int. J. of Internet Marketing and Advertising Pages: 340-357 Issue: 4 Volume: 12 Year: 2018 Keywords: social media; branded content; community management; user-generated content; UGC; images; engagement; retweet; platform; Twitter; Facebook; Instagram. File-URL: http://www.inderscience.com/link.php?id=95360 File-Format: text/html File-Restriction: Open Access Handle: RePEc:ids:ijimad:v:12:y:2018:i:4:p:340-357 Template-Type: ReDIF-Article 1.0 Author-Name: David R. Fortin Author-X-Name-First: David R. Author-X-Name-Last: Fortin Author-Name: Kate Surovaya Author-X-Name-First: Kate Author-X-Name-Last: Surovaya Title: Measuring the effects of visual scan codes in advertising Abstract: With smart phone technology becoming increasingly widespread in the consumption space, the use of Visual Scan Codes (VSC) such as QR (Quick Response) or Shazam codes are becoming prominent interactive tools transforming traditional advertising into more engaging and responsive communication platforms. To examine the effects of the presence of these codes, this study uses a (2x2) between-subjects experimental design with treatment groups for code type (QR code active vs. QR code static) and code salience (black and white vs. coloured) with a fifth control group. Findings suggest that such codes have significant effects on hedonic attitudes towards the ad, perceived vividness and brand recall. Participants who noticed the code in the stimulus ad showed higher brand recall and involvement levels. In addition, the mere presence of a static code was found to be perhaps even more effective than an activated code. Journal: Int. J. of Internet Marketing and Advertising Pages: 358-373 Issue: 4 Volume: 12 Year: 2018 Keywords: VSC; visual scan codes; QR codes; Shazam; advertising; vividness; involvement; attitudes. File-URL: http://www.inderscience.com/link.php?id=95379 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:4:p:358-373 Template-Type: ReDIF-Article 1.0 Author-Name: Sevtap Unal Author-X-Name-First: Sevtap Author-X-Name-Last: Unal Author-Name: Tevfik Dalgic Author-X-Name-First: Tevfik Author-X-Name-Last: Dalgic Author-Name: Ezgi Akar Author-X-Name-First: Ezgi Author-X-Name-Last: Akar Title: How avatars help enhancing self-image congruence Abstract: Most users prefer to use avatars to escape from the real-world difficulties and to create their virtual worlds in where they feel more free and controllable. In this sense, virtual worlds reflect the expected personality traits. In parallel, this study focuses on consumers and their avatar using behaviours across self-image congruence theory by examining the congruence among avatars, participants' personality traits, and product-related self-image. This study analyses the responses of 403 individuals collected by an online questionnaire. The study results highlight that male avatars are more attractive than female and anthropomorphic avatars, and consumers mostly prefer male avatars even their genders are female. This study contributes to a better theoretical understanding of consumers' avatar using behaviours from the standpoint of self-image congruence theory. It also complements other studies on the topic of avatars and self-image congruence by providing different methods and ideas that can lead to further research. Journal: Int. J. of Internet Marketing and Advertising Pages: 374-395 Issue: 4 Volume: 12 Year: 2018 Keywords: avatars; online consumer behaviour; self-image congruence; virtual worlds. File-URL: http://www.inderscience.com/link.php?id=95400 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:12:y:2018:i:4:p:374-395