Template-Type: ReDIF-Article 1.0
Author-Name: Zohreh Yousefi Dahka
Author-X-Name-First: Zohreh Yousefi
Author-X-Name-Last: Dahka
Author-Name: Nastaran Hajiheydari
Author-X-Name-First: Nastaran
Author-X-Name-Last: Hajiheydari
Author-Name: Saeed Rouhani
Author-X-Name-First: Saeed
Author-X-Name-Last: Rouhani
Title: User response to e-WOM in social networks: how to predict a content influence in Twitter
Abstract:
The purpose of this research is to find influential factors on electronic word-of-mouth effectiveness for e-retailers in Twitter social media, applying data mining and text mining techniques and through R programming language. The relationship between using hashtag, mention, media and link in the tweet content, length of the content, the time of being posted and the number of followers and followings with the influence of e-WOM is analysed. 48,129 tweets about two of the most famous American e-retailers, Amazon and eBay, are used as samples; results show a strong relationship between the number of followers, followings, the length of the content and the effectiveness of e-WOM and weaker relevance between having media and mention with e-WOM effectiveness on Twitter. Findings of this paper would help e-retailing marketers and managers to know their influential customers in social media channels for viral marketing purpose and advertising campaigns.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 91-111
Issue: 1
Volume: 14
Year: 2020
Keywords: electronic word-of-mouth; e-WOM; social media; e-retailing; content influence; data mining; Twitter; text mining.
File-URL: http://www.inderscience.com/link.php?id=106041
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:1:p:91-111

Template-Type: ReDIF-Article 1.0
Author-Name: Azarnoush Ansari
Author-X-Name-First: Azarnoush
Author-X-Name-Last: Ansari
Author-Name: Arash Riasi
Author-X-Name-First: Arash
Author-X-Name-Last: Riasi
Title: Modelling the impact of activity in brand communities on loyalty
Abstract:
By using the consumer centric model, this paper is attempting to find how social media based brand communities affect customers' loyalty. The statistical society of this research includes all of the followers of the fan page of a commercial bank on Instagram. The data is analysed using structural equation modelling. The findings revealed that markers of brand community and the customer relationship with the product, brand, and other customers have an impact on brand commitment. It was also found that higher degrees of brand commitment lead to higher degrees of brand loyalty. The findings of this study can help marketing managers to have a better understanding of the factors that can directly or indirectly affect brand commitment and brand loyalty in social media based brand communities. This is the first study that considers both the consumer centric model and the markers of brand community in order to identify different factors that affect brand commitment and brand loyalty in social media based brand communities.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 1-18
Issue: 1
Volume: 14
Year: 2020
Keywords: social media; brand community; brand loyalty; brand commitment; consumer centric model.
File-URL: http://www.inderscience.com/link.php?id=106042
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:1:p:1-18

Template-Type: ReDIF-Article 1.0
Author-Name: Payal S. Kapoor
Author-X-Name-First: Payal S.
Author-X-Name-Last: Kapoor
Author-Name: K.R. Jayasimha
Author-X-Name-First: K.R.
Author-X-Name-Last: Jayasimha
Author-Name: Ashish Sadh
Author-X-Name-First: Ashish
Author-X-Name-Last: Sadh
Author-Name: Srinivas Gunta
Author-X-Name-First: Srinivas
Author-X-Name-Last: Gunta
Title: eWOM via social networking site: source versus message credibility
Abstract:
New media has brought customers closer, they extensively indulge in eWOM. Unlike face to face WOM, which originates from known sources, eWOM on social media may originate from lesser known/unknown sources. Drawing on source credibility theory and persuasion research, aim of this study is to understand the interactive and distinct role of source and message credibility of eWOM towards consumer's brand attitude. Brand attitude may be influenced differently by different levels and combinations of source and content (message) credibility. Using the Facebook interface 246 between subject factorial design experiments are conducted. Two-way interaction effect of source and message credibility over consumer's brand attitude is tested; further one-way analysis of variance is tested to examine the varying influence of different levels and combinations of source and message credibility. A significant two-way interaction of source and message credibility moderate brand attitude. Results suggest that different levels and combinations of perceived source and message credibility, on social networking site influence consumer's brand attitude inconsistently. Study recommends caution to marketers while selecting online influencers for 'induced eWOM' campaign as believability may be moderated by all the different cues of credibility differently.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 19-47
Issue: 1
Volume: 14
Year: 2020
Keywords: social networking site; electronic word of mouth; eWOM; source credibility; message credibility.
File-URL: http://www.inderscience.com/link.php?id=106043
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:1:p:19-47

Template-Type: ReDIF-Article 1.0
Author-Name: Mona Jami Pour
Author-X-Name-First: Mona Jami
Author-X-Name-Last: Pour
Author-Name: Zahra Lotfiyan
Author-X-Name-First: Zahra
Author-X-Name-Last: Lotfiyan
Title: A new framework of electronic word-of-mouth in social networking sites: the system-based approach
Abstract:
With the advent of social media and online communities, electronic word of mouth (eWOM) marketing has gained increasing importance as an effective strategy in reducing the customers' uncertainty, increasing their confidence, knowledge acquisition of social customers as well as increasing their purchase intention. Many businesses have become aware of potential advantages of using WOM marketing approach in social networks. However, despite the appeal of the concept, few studies have been conducted to identify the phenomenon and its driving forces and consequences. Hence, the main aim of the current study is to provide a novel framework for eWOM marketing in social networking sites (SNSs) via a system-based approach which simultaneously identifies social WOM antecedents, its dimensions, and consequences. To answer the main research questions, comprehensive literature was reviewed along with focus group method, and then the extracted factors and related measures were evaluated and prioritised by experts. The proposed framework consists of antecedents of WOM marketing in social networking (including individual, organisational and environmental), the dimensions of WOM marketing behaviour (the type of eWOM, eWOM components, and its activities) in social networks as well as its consequences (consequences for customers and for organisations).
Journal: Int. J. of Internet Marketing and Advertising
Pages: 48-70
Issue: 1
Volume: 14
Year: 2020
Keywords: WOM marketing; electronic word of mouth; eWOM; social media; system-based approach.
File-URL: http://www.inderscience.com/link.php?id=106044
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:1:p:48-70

Template-Type: ReDIF-Article 1.0
Author-Name: Serena Iacobucci
Author-X-Name-First: Serena
Author-X-Name-Last: Iacobucci
Author-Name: Roberta De Cicco
Author-X-Name-First: Roberta De
Author-X-Name-Last: Cicco
Title: Users awareness of native advertising from Instagram media publishers: the effects of Instagram's branded content tool on attitudes and behavioural intent
Abstract:
The Federal Trade Commission stated that any kind of endorsement or promotion on Instagram should be clearly and conspicuously disclosed in order to avoid users' deceptions. Albeit the compulsoriness of this measure is still unclear, Instagram has introduced a branded content tool for paid sponsorship disclosure that clearly states the presence of a material connection between the brand and the publisher or influencer. With an online experiment we examine the effects of this disclosure on ad recognition and the resulting attitude toward the advertised brand, attitude toward the advertising publisher, publisher credibility and intention to spread electronic word-of-mouth (eWOM). Findings from a sample of 231 participants show that exposure to a post with advertising disclosure through the Instagram disclosure tool leads to higher ad recognition compared to a post with no disclosure. However, ad recognition negatively affects attitude toward the brand, publisher credibility and intention to spread eWOM.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 71-90
Issue: 1
Volume: 14
Year: 2020
Keywords: native advertising; NA; branded content; ad recognition; Instagram; attitudes; source credibility; electronic word-of-mouth; eWOM.
File-URL: http://www.inderscience.com/link.php?id=106046
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:1:p:71-90

Template-Type: ReDIF-Article 1.0
Author-Name: Ayşegül Sağkaya Güngör
Author-X-Name-First: Ayşegül Sağkaya
Author-X-Name-Last: Güngör
Title: Did you read the news before playing the advergame? The effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergames
Abstract:
With the advergames, marketers reach their goal of conveying their message to their target audience in an entertaining way. The study aims to find out, first, how the priming effects responses of the advergame players toward the brand. Additionally, persuasion knowledge and placement strength were investigated, along with priming. A 2 × 2 × 2 between-subjects laboratory experiment was conducted with 204 participants. Results show that priming has significant effects on brand attitude and recall. The effects were partially persistent after the introduction of persuasion knowledge. When the placement strength was introduced, it was observed significant differences on brand attitude and recall.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 113-134
Issue: 2
Volume: 14
Year: 2020
Keywords: branded entertainment; advergame; advertainment; priming; brand placement; persuasion knowledge; placement prominence; placement strength.
File-URL: http://www.inderscience.com/link.php?id=107657
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:2:p:113-134

Template-Type: ReDIF-Article 1.0
Author-Name: Daniela Langaro
Author-X-Name-First: Daniela
Author-X-Name-Last: Langaro
Author-Name: Maria De Fátima Salgueiro
Author-X-Name-First: Maria De Fátima
Author-X-Name-Last: Salgueiro
Author-Name: Paulo Rita
Author-X-Name-First: Paulo
Author-X-Name-Last: Rita
Title: Users' brand page participation: a new construct to measure participation on social networking sites
Abstract:
The increasing development of brand presence on social networking sites (SNS) requires new practices for monitoring the results of brands' efforts. The current research proposes that users' exposure to brand-related content by means of participating on brand pages is a key measure to be monitored. This proposition builds on previous studies which relate positive business consequences with users' exposure to brand communications. Despite the relevance of capturing users' participation on brand pages, so far very limited effort has been made to propose a construct for measuring it. Thus, three studies were implemented and a new construct was proposed and validated for internal consistency, unidimensionality and nomological validity.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 135-151
Issue: 2
Volume: 14
Year: 2020
Keywords: brand communications; social media; social networking sites; SNS; participation; Facebook; construct development; measure audience in social media; estimate effects of social media; users' brand page participation.
File-URL: http://www.inderscience.com/link.php?id=107658
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:2:p:135-151

Template-Type: ReDIF-Article 1.0
Author-Name: Pakakorn Rakrachakarn
Author-X-Name-First: Pakakorn
Author-X-Name-Last: Rakrachakarn
Author-Name: George P. Moschis
Author-X-Name-First: George P.
Author-X-Name-Last: Moschis
Author-Name: Thittapong Daengrasmisopon
Author-X-Name-First: Thittapong
Author-X-Name-Last: Daengrasmisopon
Title: Internet advertising of offensive products: the effects of cartoons on adult consumer attitudes
Abstract:
During recent decades, internet advertising has been increasingly used for promoting various types of products. As offensive products generally yield more negative responses to the audience, this study was conducted to identify the effects of different advertising designs on adult consumer responses to offensive product advertisements on the internet. A 4 × 4 factorial design was used in the experiment where internet users reported their responses to different banner advertising designs (with and without cartoons) of offensive and non-offensive products. The findings indicate that for the main effects of online banner advertising designs, cartoon ads (ad with drawing) have a less favourable effect on attitude toward the brand when it is non-cartoon (real images), regardless of product type (offensive or non-offensive). Moreover, there is a no interaction effect between ad design and product types on consumer response, even though cartoon ads used in offensive product advertising yield less favourable attitude toward the product than non-cartoon ads.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 152-167
Issue: 2
Volume: 14
Year: 2020
Keywords: internet advertising; offensive products; offensive advertising; advertising design; cartoons.
File-URL: http://www.inderscience.com/link.php?id=107659
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:2:p:152-167

Template-Type: ReDIF-Article 1.0
Author-Name: Gema Vinuales
Author-X-Name-First: Gema
Author-X-Name-Last: Vinuales
Author-Name: Daniel A. Sheinin
Author-X-Name-First: Daniel A.
Author-X-Name-Last: Sheinin
Title: Comparing blogs with print ads for corporate branding. The role of source credibility
Abstract:
The explosion of new media and usage represents one of the most significant trends in marketing communications today. One of the major challenges in this environment is which type of media is most effective at communicating a corporate message. Across two studies, we demonstrate that a message in a blog generates a more positive corporate-brand attitude and higher engagement than the identical one in a print ad, and that source credibility mediates this effect. A blog is perceived as having higher source credibility than a print ad.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 168-183
Issue: 2
Volume: 14
Year: 2020
Keywords: source credibility; corporate identity; corporate branding; blogs; print ads; marketing communications; media effectiveness; corporate message.
File-URL: http://www.inderscience.com/link.php?id=107660
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:2:p:168-183

Template-Type: ReDIF-Article 1.0
Author-Name: Muhammad Waqas
Author-X-Name-First: Muhammad
Author-X-Name-Last: Waqas
Author-Name: Zalfa Laili Hamzah
Author-X-Name-First: Zalfa Laili
Author-X-Name-Last: Hamzah
Author-Name: Noor Akma Mohd Salleh
Author-X-Name-First: Noor Akma Mohd
Author-X-Name-Last: Salleh
Title: A typology of customer experience with social media branded content: a netnographic study
Abstract:
Drawing on consumer culture theory (CCT), this study explores the customer experiences with branded content posted on social media platforms. A netnography of the comments of the members of the Volvo Truck brand community was conducted to grasp the consumer expressions of experiences with the branded content. It was revealed that social media branded content experience typology comprises experiences such as self-identity, social bonding, aesthetic, utilitarian, humour, awe-inspiring, and discerning. The findings contribute to the research on customer experiences in social media and may help in designing the branded content which provides favourable experiences and fosters engagement in social media.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 184-213
Issue: 2
Volume: 14
Year: 2020
Keywords: customer experience; social media; branded content; consumer culture theory; CCT; self-identity; social bonding; utilitarian; aesthetic; humour; awe-inspiring.
File-URL: http://www.inderscience.com/link.php?id=107661
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:2:p:184-213

Template-Type: ReDIF-Article 1.0
Author-Name: Dung Phuong Hoang
Author-X-Name-First: Dung Phuong
Author-X-Name-Last: Hoang
Author-Name: Nam Hoai Nguyen
Author-X-Name-First: Nam Hoai
Author-X-Name-Last: Nguyen
Title: The impact of corporate social responsibility and customer trust on the relationship between website information quality and customer loyalty in e-tailing context
Abstract:
This research seeks to investigate the interrelationships among information quality, perceived corporate social responsibility (CSR) with a focus on ethical-legal dimensions, customer trust, and loyalty in the e-tailing context. An empirical survey on 374 online shoppers was conducted and a structural equation model was employed to test the hypothesised relationships. The study's results indicate that information quality has a significant impact on both perceived CSR and customer trust, in turn, perceived CSR and customer trust mediates the relationship between information quality and customer loyalty upon online shopping environment. This study is noteworthy that it provides a new theoretical perspective in explaining the path from information quality to customer trust and loyalty through perceived CSR in e-commerce. The results suggest that managers need to be aware of perceived CSR as a key goal and criteria in designing and evaluating the effectiveness of content marketing strategies.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 215-235
Issue: 3
Volume: 14
Year: 2020
Keywords: corporate social responsibility; CSR; e-commerce; information quality; customer trust; customer loyalty; e-trust; e-loyalty; e-tailer; B2C.
File-URL: http://www.inderscience.com/link.php?id=108715
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:3:p:215-235

Template-Type: ReDIF-Article 1.0
Author-Name: Elvina Susanti Sihombing
Author-X-Name-First: Elvina Susanti
Author-X-Name-Last: Sihombing
Author-Name: Indra Budi
Author-X-Name-First: Indra
Author-X-Name-Last: Budi
Author-Name: Qorib Munajat
Author-X-Name-First: Qorib
Author-X-Name-Last: Munajat
Title: Factors affecting the urge of impulsive buying on social commerce Instagram
Abstract:
The increasing number of Instagram users drives the digital retailers to sell their products through Instagram. In Instagram, users can follow other account which then enables them to receive post updates from other account. Consequently, digital retailer can provide stimuli to their followers through their daily post. Therefore, to improve their sales, it is important for retailers to know what factors can influence impulse buying behaviour. This study aims to find those factors which can help digital retailers to improve their sales. This study used quantitative approach with 993 respondents. The data was processed using PLS-SEM in SmartPLS 2.0. We investigated five factors which are visual appeal, variety of product, price attribute, information quality and components of parasocial interaction. From the result, we concluded that all the factors influence the urge to impulse buying on social commerce Instagram.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 236-257
Issue: 3
Volume: 14
Year: 2020
Keywords: impulsive buying; Instagram; PLS-SEM; social commerce.
File-URL: http://www.inderscience.com/link.php?id=108716
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:3:p:236-257

Template-Type: ReDIF-Article 1.0
Author-Name: Fooziye Shaykhzade
Author-X-Name-First: Fooziye
Author-X-Name-Last: Shaykhzade
Author-Name: Mohsen Alvandi
Author-X-Name-First: Mohsen
Author-X-Name-Last: Alvandi
Title: Investigating the effects of interaction satisfaction and interaction immersion in social media on customer value creation
Abstract:
The increasing number of social media users is a potential area for organisations and firms to interact with their customers in a more proficient way. This technology can be used as an effective tool to create interactions between firms and customers. The purpose of this research is to reveal the importance of satisfaction and immersion in social media brand interactions and the creation of customer value. This study is considered as an applied, empirical and descriptive research study. The results show that satisfaction and immersion through social media interactions create customer value for brands. Both interaction satisfaction and interaction immersion have positive effects on customer value creation (CLV, CIV and CKV). The findings of this study show the importance of setting social media platforms for brands to maximise the customer and firm interactions. The more the firms increase their social media activities and interactions, the better customer value they get.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 258-274
Issue: 3
Volume: 14
Year: 2020
Keywords: interaction satisfaction; interaction immersion; internet; customer value creation; social media; social networks; online marketing.
File-URL: http://www.inderscience.com/link.php?id=108717
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:3:p:258-274

Template-Type: ReDIF-Article 1.0
Author-Name: Sunday Adewale Olaleye
Author-X-Name-First: Sunday Adewale
Author-X-Name-Last: Olaleye
Author-Name: Ismaila Temitayo Sanusi
Author-X-Name-First: Ismaila Temitayo
Author-X-Name-Last: Sanusi
Author-Name: Jari Salo
Author-X-Name-First: Jari
Author-X-Name-Last: Salo
Title: Mobile customers' experience and loyalty: a study of tablet gender divergence in Finland
Abstract:
Customer loyalty consists of many variables that make it work, especially in a retailing context. This study presents the differences between the ways male and female online shoppers use tablets for online shopping. This divergence provides an insight into the customer online shopping experience and their loyalty through the aid of a tablet device. A quantitative methodological approach was employed in the study with a structural equation modelling technique to ascertain the relationships that exist between the constructs. The Statistical Package for the Social Sciences software was employed to conduct a reliability and multicollinearity test. The study reveals tablet commerce gender divergence and the importance of cultural, technological and psychological factors in building a smart customer experience that can ramp up positive attitudes amongst tablet users and build loyalty in online shopping. The study discusses the implications and highlights the limitations of the study.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 275-298
Issue: 3
Volume: 14
Year: 2020
Keywords: tablet commerce; gender divergence; smart customer experience; SCX; loyalty; Finland.
File-URL: http://www.inderscience.com/link.php?id=108718
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:3:p:275-298

Template-Type: ReDIF-Article 1.0
Author-Name: Eun Sook Kwon
Author-X-Name-First: Eun Sook
Author-X-Name-Last: Kwon
Author-Name: Eunice Kim
Author-X-Name-First: Eunice
Author-X-Name-Last: Kim
Author-Name: Yoo Jin Chung
Author-X-Name-First: Yoo Jin
Author-X-Name-Last: Chung
Title: Social break up: why consumers hide and unlike brands on Facebook
Abstract:
On social networking sites (SNSs), consumers often engage in break-up behaviours (i.e., 'hiding' brand posts and 'unliking' brand pages). These behaviours are the consumer's direct expression that he or she no longer wants to see brand posts or wants to end the relationship and the association with the brand. This study examines what drives consumers to hide brand posts and unlike brand pages on Facebook by reviewing the literature on advertising avoidance, consumer-brand relationship, and studies on SNSs as a means for self-expression (i.e., perceived information overload, attitude toward social media marketing, perceived brand detachment, and self- and social-identity expressiveness). Analysing responses from 354 research participants using Amazon Mechanical Turk who have ever liked a commercial brand, this study found that the intention to hide brand posts was strongly associated with the intention to unlike brand pages, and variables such as perceived information overload, attitude toward social media marketing, and perceived brand detachment significantly influenced consumers' break-up behaviours. Social-identity expressiveness only predicted the intention to unlike brands. Implications of the study's findings are discussed.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 299-317
Issue: 3
Volume: 14
Year: 2020
Keywords: advertising avoidance; perceived information overload; perceived brand detachment; attitude toward social media marketing; identity expression.
File-URL: http://www.inderscience.com/link.php?id=108720
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:3:p:299-317

Template-Type: ReDIF-Article 1.0
Author-Name: Marina Teixeira De Souza
Author-X-Name-First: Marina Teixeira De
Author-X-Name-Last: Souza
Author-Name: Jorge Henrique Caldeira De Oliveira
Author-X-Name-First: Jorge Henrique Caldeira De
Author-X-Name-Last: Oliveira
Author-Name: Janaina De Moura Engracia Giraldi
Author-X-Name-First: Janaina De Moura Engracia
Author-X-Name-Last: Giraldi
Title: Organic and sponsored ads: study on online purchase intent and visual behaviour
Abstract:
Studies have focused on ads on search pages and user interactions, but without considering the types of attention. This study aims to verify how the relationship between attention to organic and sponsored ads and types of visual behaviour about the intention to buy online. A data collection was performed with 100 students from the Faculty of Administration, Economics and Accounting of Ribeirão Preto (FEA-RP/USP) - this is a quantitative study using eye-tracking equipment. The statistical technique of logistic regression with random effect was used. It was possible to verify that the individuals have a greater tendency to opt for sponsored advertisements of the research sites and that this fact is positively related to the visual attention and independent of the type of visual behaviour that it possesses. These results provide relevant information about the display of ads on search sites and provide insights for searches in that area.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 318-335
Issue: 3
Volume: 14
Year: 2020
Keywords: organic ads; sponsored ads; online purchase intention; visual behaviour.
File-URL: http://www.inderscience.com/link.php?id=108721
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:3:p:318-335

Template-Type: ReDIF-Article 1.0
Author-Name: Thérèse Roux
Author-X-Name-First: Thérèse
Author-X-Name-Last: Roux
Author-Name: Marcel Saucet
Author-X-Name-First: Marcel
Author-X-Name-Last: Saucet
Title: From dancing on the street to dating online: evaluating guerrilla street marketing performance
Abstract:
The purpose of this research is to explore how marketing communication professionals assess the performance of street guerrilla marketing campaigns. The article is based on a literature review and qualitative interviews with 20 marketing communications professionals from large internationally recognised marketing communication agencies and smaller independent guerrilla marketing communication-specialist agencies. Professionals carefully and purposefully select appropriate environments and combine distinctive instruments to track cognitive, affective and behavioural responses. The effects of guerrilla street marketing are moving from performance on street level to acquiring and quantifying online diffusion. The results of the study are important for both researchers and practitioners who design and organise campaigns as well as users of alternative out-of-home media channels. Understanding the practices of experienced professionals helped to identify practical techniques used to evaluate contemporary street guerrilla marketing instruments. This article is one of the first to explore the effects of contemporary guerrilla marketing on the street as well as online.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 336-359
Issue: 3
Volume: 14
Year: 2020
Keywords: ambient marketing; guerrilla marketing; marketing communication professionals; street marketing.
File-URL: http://www.inderscience.com/link.php?id=108726
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:3:p:336-359

Template-Type: ReDIF-Article 1.0
Author-Name: Anu G. Aggarwal
Author-X-Name-First: Anu G.
Author-X-Name-Last: Aggarwal
Author-Name:  Aakash
Author-X-Name-First: 
Author-X-Name-Last: Aakash
Title: Analysing the interrelationship between online reviews and sales: the role of review length and sentiment index in electronic markets
Abstract:
With the advent of electronic commerce, online customer reviews (OCRs) have become a significant source of information related to a product/service. Nowadays, lot of research is being carried out to understand the role played by OCRs on the buying intentions and product evaluation of the prospective customers. In this paper, we use log linear regression models to include the effects of product price, review length, review volume and sentiments (positive or negative words) on the sales of a product. Using Amazon.com review dataset, we show that in addition to the price, the customers are influenced by review volume, length, star rating and sentiment of reviews' text. We have also discussed the managerial as well as theoretical implication of the regression-based sales modelling integrated with information processing technique of text mining and sentiment analysis.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 361-376
Issue: 4
Volume: 14
Year: 2020
Keywords: electronic commerce; sentiment index; review length; text mining; sentiment analysis; online customer reviews; OCRs.
File-URL: http://www.inderscience.com/link.php?id=111047
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:4:p:361-376

Template-Type: ReDIF-Article 1.0
Author-Name: Isha Sharma
Author-X-Name-First: Isha
Author-X-Name-Last: Sharma
Author-Name: Kokil Jain
Author-X-Name-First: Kokil
Author-X-Name-Last: Jain
Title: Negative eWOM on social media: role of individual, contextual and social determinants
Abstract:
This study aims to expand the understanding of factors that lead to consumers' intentions to engage in negative e-word-of-mouth (NEWOM) on social media, following a negative experience. In particular, the study empirically suggests that perceived power over social media and negative emotions positively influence NEWOM intentions while reappraisal of emotion regulations has a negative influence on NEWOM intentions. Perceived homophily and the factors of social cognitive theory including social outcome expectations and social media self efficacy are found to have a significant impact on consumer's perception of power and control on social media. Brand attributions after a negative experience were found to influence negative emotions among consumers. Thus, including different individual, social and contextual factors, the study proposes a research model, which is designed using structural equation modelling (SEM) and tested using AMOS21. Finally, pertinent managerial and theoretical implications are highlighted.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 377-398
Issue: 4
Volume: 14
Year: 2020
Keywords: negative e-word-of-mouth; NEWOM; perceived power and control; social cognitive theory; perceived homophily; brand attributions; negative emotions; reappraisal of emotion regulation; structural equation modelling; SEM.
File-URL: http://www.inderscience.com/link.php?id=111048
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:4:p:377-398

Template-Type: ReDIF-Article 1.0
Author-Name: Sanjeev Prashar
Author-X-Name-First: Sanjeev
Author-X-Name-Last: Prashar
Author-Name: Pranay Verma
Author-X-Name-First: Pranay
Author-X-Name-Last: Verma
Title: Is it assortment or overall satisfaction which fires online repatronage intention in the silhouette of social norms?
Abstract:
Satisfaction has been classified at assortment (transactional) level and at an overall (cumulative) level. This paper purports to analyse online repurchase intention in the context of satisfaction at these two levels for online retailing of footwear. A two step structural equation modelling was applied to test the measurement and structural model on the data collected from 458 Indian respondents. The finding of this empirical study shows that assortment satisfaction has a positive direct influence on overall satisfaction but no influence on repurchase intention, which otherwise is positively influenced by overall satisfaction. Social norm influences both types of satisfaction but not repurchase intention. This is the first study on online purchase of footwear which differentiates assortment satisfaction from overall satisfaction. Given the growth of online retail, this study provides scholars and practitioners with suggestions and recommendations on how assortment satisfaction can be used to fabricate overall satisfaction.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 399-416
Issue: 4
Volume: 14
Year: 2020
Keywords: assortment satisfaction; overall satisfaction; repurchase intention; online retailing; social norm.
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:4:p:399-416

Template-Type: ReDIF-Article 1.0
Author-Name: Geetha Mohan
Author-X-Name-First: Geetha
Author-X-Name-Last: Mohan
Title: The role of retargeted advertisements in dealing with deflecting customers and its impact on the online buying process
Abstract:
Objective of this study is to find the effectiveness of retargeting advertisements (RTA) in persuading the online shoppers to buy. These ads are targeted at individuals based on their previous search behaviour and those online shoppers who are perceived to be interested in their products by marketers. The effectiveness of retargeted ads was measured by click-through rate, purchase intention and purchase. An in-depth interview with experts followed by three studies was done. A cross sectional and comparative study with normal advertisement; a longitudinal study with creative retargeted ads and the last one with cross channel retargeting techniques were done. All the studies support that retargeted ads are effective at a relative low cost and also established it as an efficient method of communicating to online shoppers. These ads are specifically to people interested and inclined towards the product and this makes it a reliable tool to boost the sales of the e-commerce businesses.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 417-432
Issue: 4
Volume: 14
Year: 2020
Keywords: retargeted advertisements; RTA; click-through rate; CTR; online purchase; effectiveness; interactive advertisement model; knowledge persuasion model.
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:4:p:417-432

Template-Type: ReDIF-Article 1.0
Author-Name: Ree C. Ho
Author-X-Name-First: Ree C.
Author-X-Name-Last: Ho
Author-Name: Robin Cheng
Author-X-Name-First: Robin
Author-X-Name-Last: Cheng
Title: The impact of relationship quality and social support on social media users' selling intention
Abstract:
Social commerce is getting more popular with its sales volume increase rapidly, and drives more consumers to start conducting business in the social media. The main aim of this study was to investigate the role of social support and relationship quality in influencing the consumer selling behaviour. Sample size was 296 respondents collected via survey questionnaire and data was analysed with structured equation modelling. The results showed that user interaction in social media influenced the attitude needed to venture into online business. On the other hand, relationship quality and social support enhanced the consumers' perception on controlling the shopping process. In conclusion, the research findings provide insightful theoretical implications on the selling aspect of social commerce.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 433-453
Issue: 4
Volume: 14
Year: 2020
Keywords: social commerce; selling intention; relationship quality; social support; online shopping; social media apps.
File-URL: http://www.inderscience.com/link.php?id=111051
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:4:p:433-453

Template-Type: ReDIF-Article 1.0
Author-Name: Michael North
Author-X-Name-First: Michael
Author-X-Name-Last: North
Title: Searching for answers? An examination of search engine advertisement strategy, ranking and keywords to generate clicks
Abstract:
Search engine advertisements are paid search results that appear above the organic search results retrieved by Google. These search engine advertisements typically generate a 2% click-through rate, but browsers are more inclined to click when purchase intentions are high. This study examined almost 100,000 instances of search engine advertisements measured in weeks from an insurance company. Results point to generic search engine advertisements generating more clicks than specific. Search engine advertisements ranked first receive far more clicks than subsequent rankings. Lastly, near-synonyms such as 'cover' and 'protect' generate more clicks than an expected keyword such as 'insure'. Managerial implications are discussed to help companies maximise search engine advertising campaigns.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 454-471
Issue: 4
Volume: 14
Year: 2020
Keywords: search engine advertising; advertising; marketing; search engine optimisation; specific search engine advertising; generic search engine advertising; search engine ranking; near-synonyms; strategic communication.
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Handle: RePEc:ids:ijimad:v:14:y:2020:i:4:p:454-471