Template-Type: ReDIF-Article 1.0 Author-Name: Zanete Garanti Author-X-Name-First: Zanete Author-X-Name-Last: Garanti Author-Name: Nicholas Igbudu Author-X-Name-First: Nicholas Author-X-Name-Last: Igbudu Author-Name: Temitope Popoola Author-X-Name-First: Temitope Author-X-Name-Last: Popoola Author-Name: Demetris Vrontis Author-X-Name-First: Demetris Author-X-Name-Last: Vrontis Author-Name: Yioula Melanthiou Author-X-Name-First: Yioula Author-X-Name-Last: Melanthiou Title: Building corporate reputation through social media marketing efforts: the mediating role of corporate brand credibility Abstract: Social media is a widely used tool by companies to communicate with their customers. This study explores customers' perception of social media marketing efforts by companies and their role in enhancing corporate reputation. It also evaluates the mediating role of corporate brand credibility in the relationship between social media marketing efforts and corporate reputation. Data for this study was adopted from 404 customers of the retail banking sector in Latvia, contacted via social media platforms such as Facebook using the non-random snowball sampling method. The structural equation modelling technique was used to test the relationship of the study variables. The study results show a direct and significant influence of social media marketing efforts on corporate brand credibility. However, social media marketing efforts do not have a significant impact on corporate reputation. Corporate brand credibility has a positive direct impact on corporate reputation. Therefore, it is shown that corporate brand credibility mediates the relationship between social media marketing efforts and corporate reputation. Journal: Int. J. of Internet Marketing and Advertising Pages: 370-393 Issue: 3/4 Volume: 17 Year: 2022 Keywords: social media marketing; SMM; corporate brand credibility; CBC; corporate reputation. File-URL: http://www.inderscience.com/link.php?id=126730 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:370-393 Template-Type: ReDIF-Article 1.0 Author-Name: Tapish Panwar Author-X-Name-First: Tapish Author-X-Name-Last: Panwar Author-Name: Kalim Khan Author-X-Name-First: Kalim Author-X-Name-Last: Khan Title: Service experience gamified: a study on convergence of gamification and contemporary service experience Abstract: Gamification has gained significant attention in the last decade, both, in academic and service marketing domains. The application of gamification in service marketing, especially in the service experience domain has shown promise in terms of user adoption and engagement. However, there is a dearth in academic literature on adoption of gamification in servicescape, and integration of the gamification and service experience streams of literature. This paper aims at achieving multiple objectives starting from integration of gamification and service experience literature, as well as building a set of motivation drivers for gamification, and a process structure for service experience with the help of extant research. The paper is based on a systematic literature review of 53 papers in the areas of gamification, and service experience. The paper then compares the gamification phenomena and service experience processes to extract motivation drivers, and process structures for gamification and service experience respectively. Finally, a convergence framework for gamification and service experience is discussed that shall help service practitioners by driving adoption and utilisation of gamification effectively for shaping improved service experience. Journal: Int. J. of Internet Marketing and Advertising Pages: 415-436 Issue: 3/4 Volume: 17 Year: 2022 Keywords: gamification; service experience; service marketing; gamified services; service-dominant logic; SDL. File-URL: http://www.inderscience.com/link.php?id=126731 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:415-436 Template-Type: ReDIF-Article 1.0 Author-Name: Yoong Ruey Yap Author-X-Name-First: Yoong Ruey Author-X-Name-Last: Yap Author-Name: Nurlida Ismail Author-X-Name-First: Nurlida Author-X-Name-Last: Ismail Title: Factors of virtual influencer marketing influencing Generation Y consumers' purchase intention in Malaysia Abstract: The advent of computer-generated virtual influencers disrupts the convention of traditional influencer marketing that relies on real human influencers as brand ambassadors. This study sheds light on the key factors of virtual influencer marketing that affect the purchase intention of Generation Y consumers in Malaysia by using relevant ideas from TEARS model and theory of planned behaviour. Using data analysis based on 450 respondents, it is confirmed that factors such as parasocial interaction and attractiveness have highly significant effects, except for perceived realism and trustworthiness. Interestingly, attitude towards virtual influencer strongly mediates the relationship between the significant factors (parasocial interaction and attractiveness) and purchase intention. Lastly, gender and persuasion knowledge only have significant moderating effects in the relationship between parasocial interaction and purchase intention, but they are insignificant towards other factors. Journal: Int. J. of Internet Marketing and Advertising Pages: 437-458 Issue: 3/4 Volume: 17 Year: 2022 Keywords: virtual influencer marketing; parasocial interaction; attractiveness; trustworthiness; purchase intention; Malaysia. File-URL: http://www.inderscience.com/link.php?id=126735 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:437-458 Template-Type: ReDIF-Article 1.0 Author-Name: Priscilla Teika Odoom Author-X-Name-First: Priscilla Teika Author-X-Name-Last: Odoom Author-Name: Bedman Narteh Author-X-Name-First: Bedman Author-X-Name-Last: Narteh Author-Name: Raphael Odoom Author-X-Name-First: Raphael Author-X-Name-Last: Odoom Title: Consumer acceptance of online display advertising - the effects of ad characteristics and attitude toward online advertising Abstract: Extant research address online display advertising effectiveness as a function of ad characteristics. However, issues regarding the influence of specific ad characteristics remain under explored and fragmented. Also, the role of ATOA in facilitating the effects of ad characteristics on consumers' ad acceptance is not properly addressed. Yet, these insights are essential for marketers to break through the clutter and enhance favourable reactions toward their display ads. This study extends existing online advertising literature by examining the influence of <i>interactivity</i>, <i>placement</i>, <i>informativeness</i>, <i>personalisation</i>, and <i>exposure condition</i> on ad acceptance; and also assesses the intervening effect of ATOA in these relationships, using the stimulus organism response model as a theoretical lens. An online survey was employed to gather the study data which was analysed using structural equation modelling. Findings support all except placement as essential ODA characteristics that directly influence ad acceptance among consumers, and ATOA strongly mediated of these relationships. Journal: Int. J. of Internet Marketing and Advertising Pages: 317-343 Issue: 4 Volume: 16 Year: 2022 Keywords: online display advertising; ODA; attitude toward online advertising; ATOA; stimulus-organism-response model; interactivity; personalisation; exposure condition; ad acceptance. File-URL: http://www.inderscience.com/link.php?id=123156 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:4:p:317-343 Template-Type: ReDIF-Article 1.0 Author-Name: Carlos Oliveira Author-X-Name-First: Carlos Author-X-Name-Last: Oliveira Author-Name: Ana Cristina Bicharra Garcia Author-X-Name-First: Ana Cristina Bicharra Author-X-Name-Last: Garcia Author-Name: Bruna Diirr Author-X-Name-First: Bruna Author-X-Name-Last: Diirr Title: Why shop on social media? A systematic review Abstract: Despite the vast possibilities of sales on social media, conversion rates for online sales on social media platforms are less than 1%. To understand how the purchase decision process occurs in social media, we conducted a systematic literature review to address Q1: what are the main factors impacting consumers buying behaviour the literature has brought to light? We also addressed Q2: how has the perception of marketing in social media evolved in recent years? Our results show six different reasons (trust, price, product's quality, influencer endorsement, word of mouth, and advertising) that motivate social media customers' purchase behaviour. Moreover, four of these reasons (trust, product's quality perception, influencer endorsement and word of mouth) are directly influenced by a factor inherent in the characteristics of social media, the social interaction. The COVID-19 pandemic has also led many consumers to buy through social media and we believe this is a permanent move. Journal: Int. J. of Internet Marketing and Advertising Pages: 344-368 Issue: 4 Volume: 16 Year: 2022 Keywords: e-commerce; electronic commerce; systematic literature review; social media marketing; social media influencer; COVID-19; impact factors. File-URL: http://www.inderscience.com/link.php?id=123162 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:4:p:344-368 Template-Type: ReDIF-Article 1.0 Author-Name: P. Sridevi Author-X-Name-First: P. Author-X-Name-Last: Sridevi Author-Name: N. Manoraj Author-X-Name-First: N. Author-X-Name-Last: Manoraj Author-Name: Lakshmi Narasimhan Vedanthachari Author-X-Name-First: Lakshmi Narasimhan Author-X-Name-Last: Vedanthachari Title: Examining customer's intention to rely on online reviews Abstract: The use of online reviews among online shoppers has increased significantly in recent years and has reduced uncertainty and risks associated with online shopping. As it has become a reliable source for product information, this research study focused to identify and assess the intention of online shoppers' reliability on online reviews. Here consumers' intentions to rely on online reviews were studied based on their decision-making style, personality trait, and online behaviour. A quantitative survey involving 375 Indian online shoppers was performed to identify and understand their reliance on online reviews. The study deliberates that consumer with high price consciousness value consciousness, brand consciousness, and self-esteem while relying on online reviews for their online purchases. On the other extent, consumer who are quality conscious and having online shopping anxiety do not rely on online reviews. This research adds to the growing literature on consumer information theory and validates the link between consumer shopping motivation and their informational needs. Journal: Int. J. of Internet Marketing and Advertising Pages: 369-393 Issue: 4 Volume: 16 Year: 2022 Keywords: online review; electronic word of mouth; e-WoM; decision-making style; self-esteem; online anxiety; information requirement. File-URL: http://www.inderscience.com/link.php?id=123163 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:4:p:369-393 Template-Type: ReDIF-Article 1.0 Author-Name: Meriem Agrebi Author-X-Name-First: Meriem Author-X-Name-Last: Agrebi Author-Name: Jean Louis Chandon Author-X-Name-First: Jean Louis Author-X-Name-Last: Chandon Author-Name: Judith Lynne Zaichkowsky Author-X-Name-First: Judith Lynne Author-X-Name-Last: Zaichkowsky Title: Customer satisfaction and loyalty with corporate multi-brand websites in an era of social media and misinformation Abstract: In the age of social media, are brand websites still relevant? Confronted by social media, multi-brand companies face a challenge to control their brand image and advertising content. Building an interactive website, as a common umbrella to their many brands can produce a successful customer experience leading to satisfaction and brand loyalty. This paper investigates e-loyalty toward multi-brand websites that aggregate, on a single website, brands and products belonging to the same parent company (corporate brand). Using a quasi-experiment on two major corporate multi-brand websites, the study uncovers a positive multi-brand experience effect coming from the benefits of having multiple brands on the same site. The multi-brand experience on e-loyalty is stronger for first-time visitors compared to repeat visitors and e-loyalty increases with the number of brands purchased before visiting the website. The study provides strong evidence to support a positive effect of multi-brand websites on e-loyalty. Journal: Int. J. of Internet Marketing and Advertising Pages: 394-421 Issue: 4 Volume: 16 Year: 2022 Keywords: multi-brand websites; e-satisfaction; e-loyalty; website content features; online brand experience. File-URL: http://www.inderscience.com/link.php?id=123164 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:4:p:394-421 Template-Type: ReDIF-Article 1.0 Author-Name: Xuan Cu Le Author-X-Name-First: Xuan Cu Author-X-Name-Last: Le Title: Motivations underlying Vietnamese consumers' post-adoption behaviours of mobile contextual advertising: focusing on advertising value and security risk Abstract: This study tailors an advertising value and security risk-based post-adoption behaviour model toward mobile contextual advertising (CAD). Three-hundred sixteen valid responses were gathered to assess the reliability and validity of the model. The structural equation modelling (SEM) was applied for evaluating hypothesis testing. The findings expose that post-adoption behaviours are motivated by the predominance of advertising value over security risk. Besides, a mechanism of advertising value based on choice value paradigm (CVP) and a manner of alleviating security risk via compliance factors are unravelled. Furthermore, use intention and seeking information intention increase the explanatory significance. This research guides marketers to understand how to adopt effective marketing trajectories based on the equivalence between advertising value for customers and information usage for firms' business purposes. Also, firms' guarantee policies associated with the validity of a comprehensive regulatory framework must be considered to address security risk in CAD. Journal: Int. J. of Internet Marketing and Advertising Pages: 422-441 Issue: 4 Volume: 16 Year: 2022 Keywords: advertising value; post-adoption behaviours; privacy statement; security risk; spatiotemporal focus. File-URL: http://www.inderscience.com/link.php?id=123170 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:4:p:422-441 Template-Type: ReDIF-Article 1.0 Author-Name: Eun Sook Kwon Author-X-Name-First: Eun Sook Author-X-Name-Last: Kwon Author-Name: Jooyoung Kim Author-X-Name-First: Jooyoung Author-X-Name-Last: Kim Title: Exploring brand humanisation on SNSs: brand personality and its influence on brand partner quality, brand attitude and consumer behavioural engagement Abstract: This study explored whether consumers interacting with brands on SNSs attribute human-like personalities to brands and further examined the relationships between personality dimensions and brand performance measures. Responses from 922 research participants (530 brand followers and 392 brand non-followers on SNSs) were analysed. Brand followers and brand non-followers attributed some of the same personality dimensions (<i>sophistication</i>, <i>sincerity</i> and <i>competence</i>) while there were differences between the two groups: <i>excitement</i> only among brand non-followers and <i>agreeableness</i> and <i>unpleasantness</i> only among brand followers. The personality dimension <i>sincerity</i> had a strong, positive influence on brand performance measures. Implications are discussed. Journal: Int. J. of Internet Marketing and Advertising Pages: 203-229 Issue: 3 Volume: 16 Year: 2022 Keywords: brand personality; big five; brand partner quality; brand attitude; behavioural engagement; social networking sites; SNSs. File-URL: http://www.inderscience.com/link.php?id=122239 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:3:p:203-229 Template-Type: ReDIF-Article 1.0 Author-Name: Christos Livas Author-X-Name-First: Christos Author-X-Name-Last: Livas Author-Name: Apostolos Skotis Author-X-Name-First: Apostolos Author-X-Name-Last: Skotis Title: Factors affecting the impact of text message advertising Abstract: The ubiquity of mobile devices has given rise to numerous interactive marketing tactics, many of which involve the delivery of written text. Due to the paucity of studies assessing the effectiveness of mobile marketing communications, the present research aims at identifying factors affecting a text message's (or short message service - SMS) advertising impact. An investigation of 139 campaigns launched by eight leading multinational brands operating in the Greek cosmetics industry demonstrated that the introduction of targeted and shorter campaigns during seasonal sales, as well as the conveyance of emotional and rarity appeals, enhance purchase rate and sales impact. The results indicate that text message advertising should be geared towards particular marketing objectives. Its impact is enhanced by identification of contextual opportunities and adaptation of message content to consumers' buying situations. Overall, with use of data from marketing practice, the present study contributes to improved campaign planning and execution. Journal: Int. J. of Internet Marketing and Advertising Pages: 230-256 Issue: 3 Volume: 16 Year: 2022 Keywords: mobile phones; mobile advertising; short message service; SMS; text message advertising; mobile promotions; campaign characteristics; message appeals; message adaptation; impact; effectiveness; multiple correspondence analysis; MCA. File-URL: http://www.inderscience.com/link.php?id=122240 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:3:p:230-256 Template-Type: ReDIF-Article 1.0 Author-Name: Federico Cassioli Author-X-Name-First: Federico Author-X-Name-Last: Cassioli Author-Name: Michela Balconi Author-X-Name-First: Michela Author-X-Name-Last: Balconi Title: Advertising in app: a neuroscientific approach Abstract: The present study investigated, through eye-tracking, the impact of animation and interactivity in the ad, on visual behaviour. Users were asked to use an app, programmed by the research team, where four types of ad stimuli, obtained by crossing the two features, were exhibited. Results from moderation analysis indicated animation and interactivity as predictors of the number of ad fixations, a sign of higher attentional engagement. Furthermore, a negative effect of interactivity on animation was found, highlighting a tendency to avoid too complex ad stimuli, in accordance with the concept of cognitive workload and the absence of an additive effect. Journal: Int. J. of Internet Marketing and Advertising Pages: 257-270 Issue: 3 Volume: 16 Year: 2022 Keywords: eye-tracking; in-app advertising; ad efficacy; animation; interactivity. File-URL: http://www.inderscience.com/link.php?id=122243 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:3:p:257-270 Template-Type: ReDIF-Article 1.0 Author-Name: Sergey Alexandrovskiy Author-X-Name-First: Sergey Author-X-Name-Last: Alexandrovskiy Author-Name: Olga Trundova Author-X-Name-First: Olga Author-X-Name-Last: Trundova Title: Attribution modelling in digital advertising for e-commerce Abstract: The authors aim to offer a probability approach for measuring media contribution to online conversions in e-commerce. The authors reviewed literature on attribution modelling with application of heuristics (Google Analytics) and probability (Markov chains) models. The survey used the data of customer journeys from 134,132 users to build up the attribution model. As a result, Markov chains model minimises the value of direct online channel, and redistributes the value in favour of other traffic channels and gives a significant weight to the paid traffic. Markov chains model increases the importance of display and paid search channels, which is not so noticeable in heuristic models. Findings of this study help marketers to apply Markov chains modelling in online advertising evaluation and budgeting. The authors proposed application of Markov chains attribution modelling in the e-commerce website. Other e-commerce companies might apply Markov chains attribution modelling in a similar way. Journal: Int. J. of Internet Marketing and Advertising Pages: 19-37 Issue: 1/2 Volume: 16 Year: 2022 Keywords: attribution modelling; digital advertising; e-commerce; Markov chains model; multi-channel measurement; probability model. File-URL: http://www.inderscience.com/link.php?id=120964 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:19-37 Template-Type: ReDIF-Article 1.0 Author-Name: Konrad Hryniewicz Author-X-Name-First: Konrad Author-X-Name-Last: Hryniewicz Title: Why are communal advertisements more effective than agentic ones? The role of the self-congruity effect Abstract: The article expands the knowledge on marketing effectiveness of advertisements containing agentic and communal content with recipient's characteristics. Three studies were carried out (<i>N</i> = 398, <i>N</i> = 339, <i>N</i> = 512) where two advertising conditions were manipulated. One contained agentic content and the second communal. The research focused on the relation recipient's agency and communion with a series of measurements of the advertising effectiveness (self-congruity, purchase intention, the attitude toward the product, advertisement and brand). Results were summarised with a meta-analysis which showed that the increase in the effectiveness containing communal content significantly depended on the increase in the recipient's communion (the self-congruity effect) while the increase in the recipient's agency was related to the weaker and equal increase in the effectiveness containing both agentic and communal content (the lack of the self-congruity effect). The collected data indicates that the higher effectiveness of communal advertising depends on the recipient's communion. Journal: Int. J. of Internet Marketing and Advertising Pages: 38-61 Issue: 1/2 Volume: 16 Year: 2022 Keywords: communion; agency; advertising effectiveness; self-congruity; meta-analysis. File-URL: http://www.inderscience.com/link.php?id=120965 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:38-61 Template-Type: ReDIF-Article 1.0 Author-Name: Mohammad Zia Mohseni Author-X-Name-First: Mohammad Zia Author-X-Name-Last: Mohseni Author-Name: Saeed Jafari Titkanloo Author-X-Name-First: Saeed Jafari Author-X-Name-Last: Titkanloo Title: The impact of social media marketing activities on student desires: analysing the mediating role of brand identity, perceived value, and satisfaction Abstract: With the increasing competitive circumstance in higher education, universities need to identify tools to increase student satisfaction and retention. The purpose of this study was to investigate the impact of social media marketing activities (SMMA) on students' willingness to participate and pursue higher education through the mediating role of brand identity (BI), perceived value (PV), and satisfaction (SAT). The population of the study includes the top four universities in Kabul that use social media to do their marketing activities. For data collection, 373 questionnaires were distributed among the students of these universities. The research model was tested using structural equation modelling technique. The findings show that SMMA's have a positive impact on BI, PV, and SAT. The results of data analysis also show that SMMA's through BI and PV indirectly affect SAT. Also, BI and PV through consent indirectly influence the continuance intention and the participation intention. Journal: Int. J. of Internet Marketing and Advertising Pages: 271-296 Issue: 3 Volume: 16 Year: 2022 Keywords: social media marketing activities; SMMA; brand identity; perceived value; satisfaction; higher education. File-URL: http://www.inderscience.com/link.php?id=122245 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:3:p:271-296 Template-Type: ReDIF-Article 1.0 Author-Name: Rahul Sharma Author-X-Name-First: Rahul Author-X-Name-Last: Sharma Author-Name: Amit Kakkar Author-X-Name-First: Amit Author-X-Name-Last: Kakkar Title: Adoption of VoD services: an investigation of extended technology acceptance model Abstract: With the changing times, the consumption patterns and purchase intentions of the customers for different products/services are also changing and the same is also witnessed in the entertainment industry. The reduced data prices and wide penetration of smartphones witness the whirlwind acceptance of streaming apps among their target audience. The present study intends to study the factors influencing the purchase intention of VoD services. The conceptual model to study the purchase intention was centred around technology acceptance model and was further extended with the addition of dimensions like perceived enjoyment and content and the antecedents of perceived usefulness and perceived ease of use. Two hundred seven respondents participated in the survey and Smart-PLS 2.0 was used to analyse the responses. The study established the significant and positive effect of PEOU and PU, perceived enjoyment and content on the intention to use VoD services suggesting the acceptance of newer technologies because of EOU and usefulness. Journal: Int. J. of Internet Marketing and Advertising Pages: 62-80 Issue: 1/2 Volume: 16 Year: 2022 Keywords: video-on-demand; VoD; content; over-the-top; OTT; technology acceptance model; TAM; Smart-PLS. File-URL: http://www.inderscience.com/link.php?id=120966 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:62-80 Template-Type: ReDIF-Article 1.0 Author-Name: Soontae An Author-X-Name-First: Soontae Author-X-Name-Last: An Author-Name: Hannah Kang Author-X-Name-First: Hannah Author-X-Name-Last: Kang Title: Worried about digital footprint? Attitudes toward online behavioural advertising with the AdChoices icon Abstract: This study examined the efficacy of using the AdChoices icon, a symbol that indicates the use of online behavioural advertising (OBA) on websites. Despite the increased use of OBA for internet advertising, little is known as to its impact on user attitudes toward websites and advertisements that voluntarily display the icon. This study compared the effects of the icon in individuals with less favourable attitudes toward OBA in general to those in people holding more favourable attitudes toward OBA in general, in relation to their privacy concerns. For those with less favourable attitudes toward OBA, their attitudes toward the website displaying the icon increased significantly when the individual's perceived privacy concern was high. Those with more favourable attitudes toward OBA did not show much change regardless of individual privacy concerns. However, such an interaction effect was not observed for the advertisements themselves on websites displaying the icon. Journal: Int. J. of Internet Marketing and Advertising Pages: 297-316 Issue: 3 Volume: 16 Year: 2022 Keywords: online behavioural advertising; OBA; self-regulation; AdChoices icon; privacy concerns. File-URL: http://www.inderscience.com/link.php?id=122246 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:3:p:297-316 Template-Type: ReDIF-Article 1.0 Author-Name: Bình Nghiêm-Phú Author-X-Name-First: Bình Author-X-Name-Last: Nghiêm-Phú Title: Customers' perspectives on marketing mix elements in social media-based purchases Abstract: Much research has examined customers' perspectives on information tools, in particular, and the marketing mix elements, in general. However, several theoretical gaps can still be observed. In this study, the roles that social media-based information inputs have with customers' perceptions of trust in sellers (people), product, price, distribution method (place), purchase process (process), and their intentions were examined. Using data gathered from university students in Vietnam, this study found that textual descriptions and pictures created by sellers had some significant impacts on customers' perceptions of trust in sellers and the purchase process. In addition, pictures and hashtags contributed by buyers had some significant influences on customers' evaluations of price and the purchase process. Implications for marketing theory and practice were discussed, together with the limitations of this study and the directions for future research. Journal: Int. J. of Internet Marketing and Advertising Pages: 81-97 Issue: 1/2 Volume: 16 Year: 2022 Keywords: social networking; organic information; induced information; online shopping; structural equation modelling. File-URL: http://www.inderscience.com/link.php?id=120967 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:81-97 Template-Type: ReDIF-Article 1.0 Author-Name: Mostafa Torabi Author-X-Name-First: Mostafa Author-X-Name-Last: Torabi Author-Name: Charles H. Bélanger Author-X-Name-First: Charles H. Author-X-Name-Last: Bélanger Title: Influence of social media and online reviews on university students' purchasing decisions Abstract: The main purpose of this study is to investigate and gauge the influence of rating websites and social media on consumers' purchasing behaviour and their choices. The present research considers a comparison between choosing a university and a restaurant by consumers based on using social media and online reviews. The study develops a multidimensional model to recognise the influence of online rating websites and social medial on consumer purchasing decisions. Results reveal that information adoption and risk-taking are important factors towards consumer purchasing decisions. However, there is no significant relationship between demographic traits and consumer purchasing decisions based on the proposed model and findings. Moreover, the study confirms that long-term benefits outweigh the expediency of a decision when respondents were reviewing websites. Journal: Int. J. of Internet Marketing and Advertising Pages: 98-119 Issue: 1/2 Volume: 16 Year: 2022 Keywords: social media; electronic word-of-mouth; e-WOM; online reviews; information adoption; risk; consumer purchasing decisions. File-URL: http://www.inderscience.com/link.php?id=120968 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:98-119 Template-Type: ReDIF-Article 1.0 Author-Name: Wilson Ndasi Author-X-Name-First: Wilson Author-X-Name-Last: Ndasi Author-Name: Elvira Bolat Author-X-Name-First: Elvira Author-X-Name-Last: Bolat Author-Name: Gelareh Roushan Author-X-Name-First: Gelareh Author-X-Name-Last: Roushan Title: A comparative impact of cause-related marketing and sponsorship leveraged internet display advertising Abstract: Advances in internet technology and e-commerce activities have facilitated the widespread use of internet cause-related marketing (CRM) and sponsorship advertisement frames. Typically, firms communicate with target audiences by offering a precise (PDA) or imprecise (IDA) donation amount to a charity or social cause. This study compares the effectiveness of precise (PDA) with imprecise donation amount (IDA) display advertisement frames, in terms of attitude and purchase intention, from a fundraising perspective. Using a web-based experimental survey design involving a national representative sample, the results of the ANCOVA analysis revealed no significant difference in attitudes between PDA and IPA ads. However, the PDA ad indicated higher purchase intention than the IDA ad frame, regardless of whether the perceived donation amounts were low or high. The study contributes to the understanding of the practical application of cause-related and sponsorship display ads. Journal: Int. J. of Internet Marketing and Advertising Pages: 1-18 Issue: 1/2 Volume: 16 Year: 2022 Keywords: internet advertising; online cause-related marketing; CRM; online sponsorship; display ad; donation amount; online charity fundraising. File-URL: http://www.inderscience.com/link.php?id=120970 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:1-18 Template-Type: ReDIF-Article 1.0 Author-Name: Mallika Srivastava Author-X-Name-First: Mallika Author-X-Name-Last: Srivastava Author-Name: Semila Fernandes Author-X-Name-First: Semila Author-X-Name-Last: Fernandes Title: Is WhatsApp a 'new age advertising tool'? Abstract: With the emergence of social media, many organisations have started using social media platforms such as WhatsApp, Facebook, and Twitter for their marketing communication campaigns (Merlio, 2017). Given that today's consumers are considered digital natives and comprise the Generation C segment (born from 1982 to late '90s/early '00s termed as the psychographic group) (Forbes, 2018), one might suspect this group to be active in creating and disseminating product knowledge within social groups. This paper is an attempt, at studying the Generation C of urban consumers towards acceptance of WhatsApp as a tool for publicising product information, and the impact of viewer's reaction on watching the advertisements on WhatsApp towards their viral intention. The analysis of the dimension of the viewer response profile (VRP) scale posited that consumers weighed the dimension of 'confusion' the highest, and 'brand reinforcement' as the weakest predictor of VRP. Additionally, 'time spent on WhatsApp' had significant impact on 'viral intention'. 'Gender' and 'time spent on WhatsApp' partially moderated the relationship between 'viewers' affective reaction' and 'viral intention'. Journal: Int. J. of Internet Marketing and Advertising Pages: 120-141 Issue: 1/2 Volume: 16 Year: 2022 Keywords: viewer response profile; VRP; WhatsApp; viral intention; advertising; social media. File-URL: http://www.inderscience.com/link.php?id=120971 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:120-141 Template-Type: ReDIF-Article 1.0 Author-Name: Suhail M. Ghouse Author-X-Name-First: Suhail M. Author-X-Name-Last: Ghouse Author-Name: Rodney Graeme Duffett Author-X-Name-First: Rodney Graeme Author-X-Name-Last: Duffett Author-Name: Monica Chaudhary Author-X-Name-First: Monica Author-X-Name-Last: Chaudhary Title: How Twitter advertising influences the purchase intentions and purchase attitudes of Indian millennial consumers? Abstract: This research investigates the influence of Twitter advertising on the purchase intentions and purchase attitudes of the millennial internet users in India, as well as to assess if the usage and demographic variables had an influence on their buying intentions and buying attitudes. A convenient sample was used to survey 500 Indian millennials via self-administered structured questionnaires. The results reveal Twitter advertising has a positive impact on the purchase attitudes of Indian millennials. More experienced Twitter users; logged-on more frequently; spent fewer hours; followed a greater number of companies/brands; were female; and younger Indian millennial respondents had the most favourable perceptions towards Twitter advertising. The research findings will help traditional organisations to acknowledge and adapt their promotional strategies to include Twitter advertising in their marketing budgets. This study also contributes to attitudinal research literature in an Indian context, which lacks research in social media advertising featuring the millennial segment. Journal: Int. J. of Internet Marketing and Advertising Pages: 142-164 Issue: 1/2 Volume: 16 Year: 2022 Keywords: millennials; generation Y; buying behaviour; purchase intentions; purchase; consumer attitudes; Twitter marketing communication; social media marketing; India. File-URL: http://www.inderscience.com/link.php?id=120973 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:142-164 Template-Type: ReDIF-Article 1.0 Author-Name: Tuğba Özbölük Author-X-Name-First: Tuğba Author-X-Name-Last: Özbölük Author-Name: Kutay Akdoğan Author-X-Name-First: Kutay Author-X-Name-Last: Akdoğan Title: The role of online source credibility and influencer identification on consumers' purchase decisions Abstract: The easy access to social media has created influencers that take advantage of this opportunity and gather their own audience. It did not take long for influencers to enter the radar of marketers looking for different ways of reaching consumers. Influencer marketing has become one of the most popular tools in marketing communication. The increasing number of brand-influencer collaborations raises the question of whether influencers are as effective as they are thought to be. The effect of influencers on consumers' purchasing behaviour is an important topic in marketing. However, research on this topic is very scarce. Accordingly, this paper aims to investigate the effect of online source credibility and influencer identification on consumers' purchase decisions. An online survey is conducted on 460 participants to achieve this aim. Results show that the perceived trustworthiness of influencers and influencer identification positively affects consumers' purchase decisions. Journal: Int. J. of Internet Marketing and Advertising Pages: 165-185 Issue: 1/2 Volume: 16 Year: 2022 Keywords: influencer; influencer marketing; online source credibility; influencer identification. File-URL: http://www.inderscience.com/link.php?id=120974 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:165-185 Template-Type: ReDIF-Article 1.0 Author-Name: Paul G. Barretta Author-X-Name-First: Paul G. Author-X-Name-Last: Barretta Author-Name: A. Fuat Fırat Author-X-Name-First: A. Fuat Author-X-Name-Last: Fırat Title: Innovation from virtual brand community members may only be virtually effective Abstract: This study measures how effective crowdsourcing innovation from a virtual brand community (VBC) is for promoting brand attachment of members and non-members of that VBC. Experimental design is used to survey members and non-members of the website Marvel.com to measure brand attachment and affect toward an innovation of the company in the form of a comic book universe reset, a form of product innovation for this market. Mean difference testing and structural equations indicate that brand attachment is higher at a statistically significant level when measuring the interaction effect of innovation source x community membership; the less consumers know about the source of the innovation the better; knowledge that innovation is sourced from the VBC may be effective for increasing brand attachment of members of the VBC, but not for non-members, indicating that applying characteristics of traditional brand communities to VBCs may not be effective. Journal: Int. J. of Internet Marketing and Advertising Pages: 186-202 Issue: 1/2 Volume: 16 Year: 2022 Keywords: virtual brand community; VBC; brand attachment; marvel comics; crowdsourcing; product innovation; brand community. File-URL: http://www.inderscience.com/link.php?id=120975 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:186-202 Template-Type: ReDIF-Article 1.0 Author-Name: Terri H. Chan Author-X-Name-First: Terri H. Author-X-Name-Last: Chan Title: Cultivating consumer-brand relationship in social media: the role of consumer willingness to engage Abstract: In today's digital era, social media advertising efforts continue to expand with strong abilities to concisely target, behaviourally profile, and interactively engage consumers. In the midst of plentiful brand information presented on social media, it has been argued that while consumers can attend to many brands, it is through consumers' motivation to interact with one particular brand that brand-consumer relationship can be further fostered. Using stage theories of relationship development as the overarching framework, consumer and brand relationship in this study is conceptualised to be similar to the trajectory of a close friendship, which involves active engagement from both parties. Collating data from three independent sources, this study examined 195 leading consumer brands across 23 product categories in China to verify the role of consumer's willingness to engage in shaping brand preference. Journal: Int. J. of Internet Marketing and Advertising Pages: 1-19 Issue: 1/2 Volume: 17 Year: 2022 Keywords: consumer-brand relationship; consumer engagement; social media; empirical; online advertising; brand salience; brand distinctiveness. File-URL: http://www.inderscience.com/link.php?id=125138 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:1/2:p:1-19 Template-Type: ReDIF-Article 1.0 Author-Name: Sunil Hazari Author-X-Name-First: Sunil Author-X-Name-Last: Hazari Title: Investigation of generational differences in advertising behaviour and fake news perception among Facebook users Abstract: Facebook is the largest social media platform that is used by all generations of users, as well as small and large businesses. Many users consider Facebook as a primary news source even though the news on Facebook is not authenticated. This 'fake news' can be used for financial or political gain and can also impact consumer behaviour towards products. The purpose of this study was to investigate advertising response behaviour and fake news perception among multi-generational Facebook users, in conjunction with other variables such as gender. Using a survey, data were collected from a multi-stage quota sample of 400 respondents in the USA. A scale was developed and psychometrically tested as part of the study to determine fake news perception. Findings of this study showed that the frequency of Facebook use was consistent among generations, with Baby Boomers being most active in reading posts, and Gen Y users being most active in posting to Facebook. Gen Y users found Facebook advertisements to be most relevant. Results can be used to drive engagement with Facebook users and develop campaigns that use actionable segmentation schemes. Implications of fake news perception are discussed, and future research directions are provided. Journal: Int. J. of Internet Marketing and Advertising Pages: 20-47 Issue: 1/2 Volume: 17 Year: 2022 Keywords: Facebook; fake news; market segmentation; political marketing; multigenerational differences. File-URL: http://www.inderscience.com/link.php?id=125141 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:1/2:p:20-47 Template-Type: ReDIF-Article 1.0 Author-Name: Krishna Kumar Rajarathinam Author-X-Name-First: Krishna Kumar Author-X-Name-Last: Rajarathinam Author-Name: Logu Rathinam Author-X-Name-First: Logu Author-X-Name-Last: Rathinam Author-Name: Satyanarayana Parayitam Author-X-Name-First: Satyanarayana Author-X-Name-Last: Parayitam Title: A moderated mediation model of the effect of social media advertising on consumer buying behaviour: evidence from India Abstract: The purpose of this research is to investigate the advertisement effectiveness of social media marketing among young consumers especially in Indian context. A conceptual model is developed and empirically tested after collecting data from 1,325 respondents from two cosmopolitan cities of Southern India (Chennai and Coimbatore) using structured instrument. The hierarchical regression results indicate that: 1) social media advertising is positively and significantly related to use of social media by consumers; 2) use of social media is significantly and positively related to: 1) online buying behaviour; 2) habitual buying behaviour; 3) variety-seeking buying behaviour; 4) impulsive buying behaviour. Results also indicate that various factors of social media (viz., accessibility, customisation, user interest and user interaction) moderate the relationship between social media advertising and use of social media by consumers. Finally, findings support for partial mediation of use of social media in the relationship between social media advertising and consumer buying behaviour. Implications for advertising literature and practicing managers are discussed. Journal: Int. J. of Internet Marketing and Advertising Pages: 48-76 Issue: 1/2 Volume: 17 Year: 2022 Keywords: social media; online buying behaviour; impulsive buying behaviour; variety-seeking buying; India. File-URL: http://www.inderscience.com/link.php?id=125142 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:1/2:p:48-76 Template-Type: ReDIF-Article 1.0 Author-Name: Goetz Greve Author-X-Name-First: Goetz Author-X-Name-Last: Greve Author-Name: Andrea Schlüschen Author-X-Name-First: Andrea Author-X-Name-Last: Schlüschen Author-Name: Claudia Fantapié Altobelli Author-X-Name-First: Claudia Fantapié Author-X-Name-Last: Altobelli Title: Brand celebrities: analysis of celebrity sponsorship posts on Facebook Abstract: The social media accounts of celebrities have inspired innovative ways for companies to promote their brands. One form of celebrity-related advertising is celebrity-sponsorship posts. These posts often come at a high cost for the advertiser while it remains unclear which content characteristics are expected to influence the effectiveness of these posts. This paper investigates the impacts of content characteristics of celebrity-sponsorship posts on Facebook on customer engagement. Structural equation modelling was used to assess the characteristics of 313 sponsored posts from 128 celebrities endorsing 154 brands. Drawing on the dual mediation hypothesis and using gratification theory, this study reveals that distinct content characteristics drive either attitudes towards the celebrity or attitudes towards the brand, revealing the double-edged nature of celebrity-sponsorship posts. The findings suggest that marketing managers should carefully design celebrity sponsorship posts by adjusting the balance between celebrity and brand emphasis. Otherwise, there might be a threat of either the brand being overshadowed by the celebrity, thus reducing brand attitude, or the brand 'capturing' the celebrity by - from a fan's perspective - being obviously recognised as plain advertising; as such, this effect can harm the attitude towards the celebrity and, consequently, reduces customer engagement. Journal: Int. J. of Internet Marketing and Advertising Pages: 77-110 Issue: 1/2 Volume: 17 Year: 2022 Keywords: celebrities; brands; sponsorship; posts; social media; Facebook. File-URL: http://www.inderscience.com/link.php?id=125143 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:1/2:p:77-110 Template-Type: ReDIF-Article 1.0 Author-Name: K.V. Sriram Author-X-Name-First: K.V. Author-X-Name-Last: Sriram Author-Name: Anup Ananda Poojary Author-X-Name-First: Anup Ananda Author-X-Name-Last: Poojary Author-Name: Vineet Jawa Author-X-Name-First: Vineet Author-X-Name-Last: Jawa Author-Name: Giridhar B. Kamath Author-X-Name-First: Giridhar B. Author-X-Name-Last: Kamath Title: Return on investment and return on ad spend at the action level of AIDA using last touch attribution method on digital advertising platforms Abstract: The purpose of this paper is to help marketers realise the importance of the last-click attribution model at the action level of the AIDA model on the return on investment (ROI). Marketers often rely on last-click attribution modelling and they obtain undesired results as Google ads and Facebook ads use the last-click attribution model as the default model. Being plagued with attribution-based issues, firms can end up overspending their budget because the ROI shows discouraging results and firms end up curtailing the campaigns, which further drops the conversion. This paper analyses the data from a jewellery brand's marketing campaigns to understand the effect of action level advertisements on Google ads and Facebook platforms over return on investment (ROI). In conjunction with the ROI being affected by last-touch attribution, the authors have questioned the effect of the AIDA model's last phase/level, i.e., the 'action' level's effect on ROI from the advertising platform. The findings revealed that ROI through Google ads and Facebook ads were different in the 'action' level of the AIDA using the last touch attribution model. This study contributes to the evidence of the ROI queries that the marketers have faced in the current digital marketing domain. Journal: Int. J. of Internet Marketing and Advertising Pages: 111-132 Issue: 1/2 Volume: 17 Year: 2022 Keywords: return on investment; ROI; last touch attribution; last click attribution; AIDA model; action level AIDA model; Google ads; Facebook ads; ROAS; analytics. File-URL: http://www.inderscience.com/link.php?id=125145 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:1/2:p:111-132 Template-Type: ReDIF-Article 1.0 Author-Name: Shiyun Tian Author-X-Name-First: Shiyun Author-X-Name-Last: Tian Author-Name: Jo-Yun Li Author-X-Name-First: Jo-Yun Author-X-Name-Last: Li Title: Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand: the role of source credibility and congruency Abstract: Considering the growing popularity of celebrity-owned brands through social media advertising, this study investigates how different types of product endorsers [i.e., celebrities, social media influencers (SMI) and peer internet users] influence consumers' judgements toward celebrity-owned brands on Instagram. Results indicated that perceived expertise was important in consumers' evaluation of product endorsement messages, whereas perceptions of endorsers' trustworthiness did not differ across the three conditions. In terms of endorsement effectiveness, celebrities and SMIs had more significant impacts on consumer responses than fellow consumers when endorsing a brand owned by the celebrity, in which perceived expertise mediated the relationship between endorser type and advertising effectiveness. In addition, the endorser-consumer congruency is more prominent to SMI endorsements than to peer endorsements, whereas the endorser-product congruency is more crucial to peer endorsements than to celebrity endorsements. Theoretical and practical implications for researchers and marketers are discussed. Journal: Int. J. of Internet Marketing and Advertising Pages: 133-161 Issue: 1/2 Volume: 17 Year: 2022 Keywords: product endorsements; celebrity endorsements; social media influencer; peer; advertising; Instagram; celebrity-owned brand; source credibility; trustworthiness; expertise; endorser-consumer congruency; endorser-product congruency. File-URL: http://www.inderscience.com/link.php?id=125146 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:1/2:p:133-161 Template-Type: ReDIF-Article 1.0 Author-Name: Dheeraj Nim Author-X-Name-First: Dheeraj Author-X-Name-Last: Nim Author-Name: Shamily Jaggi Author-X-Name-First: Shamily Author-X-Name-Last: Jaggi Author-Name: Gursimranjit Singh Author-X-Name-First: Gursimranjit Author-X-Name-Last: Singh Title: Role of brand experience, brand trust and brand love in assessing brand loyalty: a study of fashion jewellery brands among women Abstract: Building strong brands become an imperative part of almost every firm and jewellery firms are not an exception to this. This present paper is an attempt to assess the mediating role of brand trust, brand satisfaction and brand love in the relationship between brand loyalty and brand experience. The hypotheses framed were tested from randomly collected data through self-administrated questionnaire filled by 300 females across PAN India. Responses were taken on five-point Likert scale and the measurement model was tested through structural equation modelling (SEM) technique with smart partial least square (PLS) 2.0 software. The results revealed that brand trust and brand love fully mediates the relationship between brand loyalty and brand experience whereas mediation effect of brand satisfaction is insignificant. The study found new directions for better explaining the brand experience and brand loyalty relationship that will help jewellers/marketers in designing their marketing strategies effectively. Journal: Int. J. of Internet Marketing and Advertising Pages: 200-216 Issue: 1/2 Volume: 17 Year: 2022 Keywords: branding; brand love; brand trust; brand experience; brand loyalty; brand satisfaction; jewellery; mediation; structural equation modelling; SEM; SMART PLS; women. File-URL: http://www.inderscience.com/link.php?id=125147 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:1/2:p:200-216 Template-Type: ReDIF-Article 1.0 Author-Name: Taanika Arora Author-X-Name-First: Taanika Author-X-Name-Last: Arora Title: Examining the role of beliefs in predicting values, attitudes and behaviours of Indian millennials towards Facebook advertising: the mediating role of Facebook advertising value Abstract: The transition from the traditional advertising channel to the evolving Facebook advertising channel has transformed not only the advertising industry but also the ways in which consumers perceive the advertising messages. Thereby, the purpose of the study is to examine the relationships among the beliefs, value, attitude and behaviour of Indian Facebook users towards Facebook advertising, hence a conceptual framework has been proposed based on the combination of the advertising model given by Ducoffe (1995) and Pollay and Mittal (1993). The model has deployed the structural equation modelling (SEM) technique for determining model fit, establishing the validity and reliability of the adapted scales, and testing the proposed hypotheses. The results indicated that the proposed framework is a robust tool for measuring advertising effectiveness on Facebook. Moreover, it was found that Facebook advertising value plays a mediating role in determining the relationship between consumer beliefs and attitude towards Facebook advertising. Journal: Int. J. of Internet Marketing and Advertising Pages: 162-199 Issue: 1/2 Volume: 17 Year: 2022 Keywords: Facebook advertising value; FAV; attitude towards Facebook advertising; Indian millennials; consumer beliefs. File-URL: http://www.inderscience.com/link.php?id=125153 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:1/2:p:162-199 Template-Type: ReDIF-Article 1.0 Author-Name: Girish Taneja Author-X-Name-First: Girish Author-X-Name-Last: Taneja Author-Name: Anu Bala Author-X-Name-First: Anu Author-X-Name-Last: Bala Title: Impact of online ratings on the box office collection of Bollywood movies Abstract: Decision for watching a movie in the theatre is dependent on various factors such as the actors, story, reviews, ratings by critics and viewers. People may get positively inclined towards watching movies in the theatre having multiple reviews, good star rating by leading critics and viewers. The purpose of this paper is to investigate the impact of online ratings by critics and viewers on Bollywood movies performance at the box office. In this study, the researcher fetched national level Bollywood movies data with the help of various websites like www.bollywoodmovies.com, www.timesofIndia.com, www.imdb.com, and www.bookmyshow.com. Correlation and regression analysis were applied to understand the impact of ratings on the box office revenue earned by the movie. There is a significant association between the online ratings and box office collection of Bollywood movies while controlling the effect of other independent variables such as the number of screens, star power, distributors and production budget. The study concluded that there is a significant impact of critic and viewers rating on the box office collection of Bollywood movies. Journal: Int. J. of Internet Marketing and Advertising Pages: 217-230 Issue: 1/2 Volume: 17 Year: 2022 Keywords: reviews; movie reviews; critics rating; box office collection; viewers rating. File-URL: http://www.inderscience.com/link.php?id=125154 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:1/2:p:217-230 Template-Type: ReDIF-Article 1.0 Author-Name: Mathupayas Thongmak Author-X-Name-First: Mathupayas Author-X-Name-Last: Thongmak Title: Influence of post types on Facebook engagement: the moderating roles of brand category and brand internationalisation Abstract: Strategies for brand community engagement have been lagging behind the social media growth. This paper thus attempts to understand the effects of content types on brand community engagement (likes, comments, and shares) in the understudied yet important country of Thailand using a comprehensive framework. This study collected 1,574 posts from 183 Facebook pages in nine brand categories. Content analysis was conducted to extract the content type of each post. The main study explored post-type effects together with the moderating influences of the brand category (FMCGs vs. non-FMCGs) and brand internationalisation (global vs. local brands). The research also explored real cases of Facebook posts in nine brand categories and compared the influence of posts on fan engagement. The findings showed that different content types were utilised among brand categories and brand groups, but above all entertaining posts received the highest fan engagement. Both FMCG and global brands significantly moderated several relationships between post types and fan engagement. There were a small number of posts in some brand categories due to the nature of each industry. Recommendations are made regarding an effective content strategy to enhance Facebook page engagement for marketers and social media managers. Journal: Int. J. of Internet Marketing and Advertising Pages: 231-270 Issue: 3/4 Volume: 17 Year: 2022 Keywords: Facebook; content strategy; uses and gratifications; brand page; engagement; brand category; brand internationalisation; FMCG. File-URL: http://www.inderscience.com/link.php?id=126709 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:231-270 Template-Type: ReDIF-Article 1.0 Author-Name: Natália Munari Pagan Author-X-Name-First: Natália Munari Author-X-Name-Last: Pagan Author-Name: Karina Munari Pagan Author-X-Name-First: Karina Munari Author-X-Name-Last: Pagan Author-Name: Janaina de Moura Engracia Giraldi Author-X-Name-First: Janaina de Moura Engracia Author-X-Name-Last: Giraldi Author-Name: Edgard Monforte Merlo Author-X-Name-First: Edgard Monforte Author-X-Name-Last: Merlo Title: Antecedents of trust and purchase intention in social commerce in Brazil Abstract: This article sought to create a theoretical model for trust and its antecedents, and purchase intention on social commerce websites in Brazil. The antecedents investigated were privacy, safety, proximity, familiarity, and habit of using the website. For this, we collected data from 350 Brazilian participants who use Facebook for purchases. Privacy, safety, familiarity, and the habit of using the website positively influence trust in the Brazilian social commerce website, while proximity does not have a positive influence on it. Trust was positively influenced by the purchase intention. International and Brazilian website administrators who wish to enter the Brazilian market can use the results of this paper to win consumer trust regarding their websites and thereby sell their products and/or services. Journal: Int. J. of Internet Marketing and Advertising Pages: 271-298 Issue: 3/4 Volume: 17 Year: 2022 Keywords: social commerce; e-commerce; social media; trust; antecedents of trust; purchase intention; internet; SEM; marketing research; Web 2.0; Brazil. File-URL: http://www.inderscience.com/link.php?id=126710 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:271-298 Template-Type: ReDIF-Article 1.0 Author-Name: Ranjan B. Kini Author-X-Name-First: Ranjan B. Author-X-Name-Last: Kini Author-Name: Qianyu Zhao-Serrano Author-X-Name-First: Qianyu Author-X-Name-Last: Zhao-Serrano Title: Privacy may be more important in Beijing than in Hong Kong in location-based services Abstract: Location-based technologies are getting sophisticated, and there are many studies conducted focused on the influence of <i>permission</i>, <i>trust</i>, <i>relevance</i>, and <i>context</i> issues in the acceptance of location-based services (LBS) and advertising in various cultural backgrounds. Understanding the perception of LBS in the e-commerce maturity spectrum is important for marketers to maximise the impact of these technologies. In this empirical study, the authors found that respondents from Beijing are a little more acceptive of LBS in a certain category of products and services while respondents from Hong Kong are acceptive in other categories. The research also identified two groups of respondents - progressives and vexessives, in both locations. The larger group progressives are openly embracing LBS, and smaller group vexessives are often annoyed with LBS and are very slow in accepting these technologies. The challenge is to identify the efficacy of these technologies for various categories of products in different economic, legal, and cultural backgrounds and find effective solutions. Journal: Int. J. of Internet Marketing and Advertising Pages: 299-324 Issue: 3/4 Volume: 17 Year: 2022 Keywords: location-based services; location-based mobile advertising; location-based mobile marketing; interactive marketing; privacy; interactive advertising; Beijing; Hong Kong. File-URL: http://www.inderscience.com/link.php?id=126715 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:299-324 Template-Type: ReDIF-Article 1.0 Author-Name: Sheshadri Chatterjee Author-X-Name-First: Sheshadri Author-X-Name-Last: Chatterjee Author-Name: Ranjan Chaudhuri Author-X-Name-First: Ranjan Author-X-Name-Last: Chaudhuri Author-Name: Alkis Thrassou Author-X-Name-First: Alkis Author-X-Name-Last: Thrassou Author-Name: Demetris Vrontis Author-X-Name-First: Demetris Author-X-Name-Last: Vrontis Title: Technology disruption in healthcare: artificial intelligence application, challenges, and policy recommendations in India Abstract: Artificial intelligence (AI) technology, along with its related algorithms, hardware, capability and applications, is rapidly expanding across sectors and industries, globally. Through a combination of theoretical and qualitative research, this study identifies the different applications of AI in the healthcare sector, including biomedicine, disease diagnostics, hospital record management, living assistance, biomedical research, and more. Particular emphasis is placed on the case of Indian hospitals and the relevant opportunities and challenges for sustainable growth of AI in the healthcare sector, at both the policy and governmental levels. The study finds that policy improvements, greater investment in R%D activities, and effective governance constitute the keys towards the maximisation of both the potential and actual benefits of AI in the healthcare sector. Journal: Int. J. of Internet Marketing and Advertising Pages: 394-414 Issue: 3/4 Volume: 17 Year: 2022 Keywords: artificial intelligence; AI governance; healthcare; hospitals; regulation; policy; opportunities and challenges; India. File-URL: http://www.inderscience.com/link.php?id=126716 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:394-414 Template-Type: ReDIF-Article 1.0 Author-Name: Mariko Morimoto Author-X-Name-First: Mariko Author-X-Name-Last: Morimoto Title: Consumers' information control and privacy concerns in personalised social media advertising Abstract: This study investigated the relationships between popular social media platforms in Japan, degree of ad personalisation, consumers' perceptions, and behavioural responses to personalised advertising. It also examined associations between consumers' information control and privacy concerns with the perceptual and behavioural responses. A three (degrees of ad personalisation) × four (social media platforms) factorial experiment was conducted through the manipulation of tablet PC ads in Japan (n = 273). Personalised ads on Facebook yielded more negative brand attitudes than those on other platforms. Ad personalisation by age and location had a more positive effect on attitudes toward ads on Instagram (over other platforms) compared to ad personalisation combining age, location, and media browsing behaviour. Privacy concerns mediated the relationship between information control and attitudes toward personalised ads, brands, and purchase intent. Ad personalisation did not moderate the relationship between information control and privacy concerns. Journal: Int. J. of Internet Marketing and Advertising Pages: 325-352 Issue: 3/4 Volume: 17 Year: 2022 Keywords: ad personalisation; social media advertising; personalised advertising; privacy concerns; information control. File-URL: http://www.inderscience.com/link.php?id=126717 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:325-352 Template-Type: ReDIF-Article 1.0 Author-Name: Balpreet Kaur Author-X-Name-First: Balpreet Author-X-Name-Last: Kaur Author-Name: Rishi Raj Sharma Author-X-Name-First: Rishi Raj Author-X-Name-Last: Sharma Title: Measuring the impact of creative viral advertising content on hierarchy-of-effects: an application of structural equation modelling Abstract: The study measured the impact of creative viral advertising content on consumers' response process. Based on the traditional hierarchy-of-effects model, a conceptual model was framed by considering new developments in advertising practices. The attempt here was made to identify the impact of creative viral advertising content on four stages: drawing the attention of the consumer, generation of interest in advertisement or brand advertised therein, product purchase intentions, and intentions to disseminate positive word-of-mouth (WOM) about advertised product/brand. SEM technique was applied to know whether the impact of creative viral advertising content is mediated through each succeeding hierarchy-of-effect stage. The results indicated that though the hierarchy-of-effects model is applicable, creativity, an independent variable, also has the strength to directly impact consumers' intents to purchase and diffuse positive WOM for the products/brands advertised. Hence, the study leaves implications for practitioners to redesign their advertising content to enhance the ad's attention-catching capacity, which will impact the consumers' intentions to share advertisement online. Journal: Int. J. of Internet Marketing and Advertising Pages: 353-369 Issue: 3/4 Volume: 17 Year: 2022 Keywords: viral marketing; viral advertising; ad creativity; structural equation modelling; SEM; hierarchy-of-effects; word-of-mouth; WOM. File-URL: http://www.inderscience.com/link.php?id=126718 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:353-369