Template-Type: ReDIF-Article 1.0
Author-Name: Hyun Ju Jeong
Author-X-Name-First: Hyun Ju
Author-X-Name-Last: Jeong
Author-Name: Jihye Kim
Author-X-Name-First: Jihye
Author-X-Name-Last: Kim
Title: Brand accommodation to informal communications on social media: with the mediation of communication appropriateness and the moderation of product involvement
Abstract:
Drawing on communication accommodation theory, this experimental study investigates whether, how, and when brand communications cultivate consumer engagement on social media. Results show that informal (<i>vs.</i> formal) communications yield greater intentions to follow and share brand content. Further, the extent to which consumers perceive this communication as appropriate for brands within social media fully mediates the greater effects of informal (<i>vs.</i> formal) communications on following, sharing, and posting intentions, particularly for those low in product involvement. These findings highlight that assimilating brand communications to consumers' casual conversations is processed as a heuristic cue driving social media engagement among low-involved consumers. This persuasion is psychologically mediated by the appropriateness of communication accommodation consumers may feel from the efforts of brands to reduce a social distance to them. Theoretical and practical implications are discussed.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 42-62
Issue: 1/2
Volume: 19
Year: 2023
Keywords: communication accommodation; brand accommodation; consumer engagement; brand communications; communication appropriateness; product involvement; social media.
File-URL: http://www.inderscience.com/link.php?id=132715
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:42-62

Template-Type: ReDIF-Article 1.0
Author-Name: Satinder Kumar
Author-X-Name-First: Satinder
Author-X-Name-Last: Kumar
Author-Name: Aqwinder Kaur
Author-X-Name-First: Aqwinder
Author-X-Name-Last: Kaur
Author-Name: Amina Omrane
Author-X-Name-First: Amina
Author-X-Name-Last: Omrane
Title: Does online shopping allure frugal buyers?
Abstract:
The present study aims at examining and pinpointing the essential factors that may influence online buyers' behaviours in India. For this purpose, it considers frugality, assimilated for a long time to a low consumer spending, as an impactful dimension of the consumer purchasing behaviour. A questionnaire was administrated, during a period of three months ranging from May to July 2020, to 642 adult online buyers living in the North of India. Collected data were then analysed via SPSS and AMOS softwares. The overall findings show that frugal consumers draw their attention mainly to price and discounts, convenience of online shopping, product quality and durability, as well as security aspects while taking online shopping decisions. The results enrich the literature on frugal online buyers' behaviours. They have practical implications for online marketers who are invited to understand the behaviour of frugal consumers and identify the factors that might affect their buying decisions.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 63-85
Issue: 1/2
Volume: 19
Year: 2023
Keywords: frugal buying behaviour; online shopping; security; online convenience; online promotion; the North of India.
File-URL: http://www.inderscience.com/link.php?id=132716
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:63-85

Template-Type: ReDIF-Article 1.0
Author-Name: Richa Joshi
Author-X-Name-First: Richa
Author-X-Name-Last: Joshi
Author-Name: Prerna Garg
Author-X-Name-First: Prerna
Author-X-Name-Last: Garg
Author-Name: Shampy Kamboj
Author-X-Name-First: Shampy
Author-X-Name-Last: Kamboj
Title: Examining the effects of brand authenticity and brand identification on consumers' willingness to pay premium
Abstract:
The present study proposes a holistic framework to understand the effect of brand authenticity and brand identification on willingness to pay premium by taking brand jealousy as a mediating variable. Brand jealousy is a feeling of jealousy a consumer experiences when the brand he loves is purchased/owned by other individual but he himself is not able to possess the brand. Also, the effect of brand authenticity and brand identification in influencing brand jealousy is evaluated through direct and indirect routes by taking brand love a mediator. The findings of the study reveal that brand identification and brand authenticity have a direct and significant effect on brand jealousy, brand love, and willingness to pay a premium. The study confirms that the managers of sportswear brands and marketing planners must not ignore the relative importance of brand authenticity and identification in their overall brand-related assessment. Additionally, they should also focus on brand love and jealousy to facilitate willingness to pay premium from the perspective of the consumer.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 1-19
Issue: 1/2
Volume: 19
Year: 2023
Keywords: brand jealousy; brand love; brand identification; consumer-brand relationships; willingness to pay premium.
File-URL: http://www.inderscience.com/link.php?id=132717
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:1-19

Template-Type: ReDIF-Article 1.0
Author-Name: Pedro Victor de Santi
Author-X-Name-First: Pedro Victor de
Author-X-Name-Last: Santi
Author-Name: Julio Carneiro-da-Cunha
Author-X-Name-First: Julio
Author-X-Name-Last: Carneiro-da-Cunha
Author-Name: Robson Coelho Guerreiro
Author-X-Name-First: Robson Coelho
Author-X-Name-Last: Guerreiro
Title: Effects of e-marketplaces brand trust on repurchasing intention and WOM: are they reinforced by consumers' online shopping experience?
Abstract:
Brand retailing websites with higher brand trust influence consumers' repurchasing intention and word-of-mouth (WOM). However, we did not know if this assumption is valid in e-marketplaces. In addition, such relation could be moderated by the consumers' previous experience in internet transactions. Considering this, we aimed to identify if the previous experience with internet transactions has a moderating effect between trust and loyalty factors among e-marketplaces consumers. We conducted a survey with 197 Brazilian e-marketplace consumers. Our results confirmed that brand trust was an antecedent of repurchasing and word-of-mouth intentions in e-marketplaces. Such word-of-mouth is also associated with the repurchasing intention. However, we identified that consumers' previous online shopping experience did not have moderating effect in e-marketplaces. Managers of e-marketplaces should not segment their marketing strategies considering more/less-experienced consumers. Managers could improve WOM and repurchasing sales providing after-sales actions oriented to brand reinforcement to achieve higher consumers' loyalty.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 100-121
Issue: 1/2
Volume: 19
Year: 2023
Keywords: e-marketplace; electronic marketplace; online marketplace; brand trust; repurchasing; word-of-mouth; WOM.
File-URL: http://www.inderscience.com/link.php?id=132718
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:100-121

Template-Type: ReDIF-Article 1.0
Author-Name: Deepak Kaushal
Author-X-Name-First: Deepak
Author-X-Name-Last: Kaushal
Author-Name: Amar Kumar Mishra
Author-X-Name-First: Amar Kumar
Author-X-Name-Last: Mishra
Author-Name: Swati Bisht
Author-X-Name-First: Swati
Author-X-Name-Last: Bisht
Title: Relation between electronic word of mouth and purchase intention: exploring the mediating role of brand image
Abstract:
Word of mouth is considered to be one of the pre-eminent mediums of communication for the consumer to exchange information regarding product/service which ultimately affects the behaviour of consumers. With the invention of the internet and technology, consumers have dropped the traditional way of communication and started moving towards online channels of communication to attain information regarding products/services to settle the purchase decision. Because of the vast growth of electronic word of mouth (EWOM) communication in India, many marketers and researchers are showing interest and trying to acknowledge how EWOM influences the behaviour of consumers and their purchase intention (PI). However, the mechanism through which EWOM influences PI has not been explored much. The main motive of this research was to examine the conceivable influence of EWOM communication on PI through brand image (BI) in context to Indian customers.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 86-99
Issue: 1/2
Volume: 19
Year: 2023
Keywords: electronic word of mouth communication; EWOM; brand image; purchase intention; structural equation modelling.
File-URL: http://www.inderscience.com/link.php?id=132720
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:86-99

Template-Type: ReDIF-Article 1.0
Author-Name: Manoj Kumar
Author-X-Name-First: Manoj
Author-X-Name-Last: Kumar
Author-Name: Pradeep Mamgain
Author-X-Name-First: Pradeep
Author-X-Name-Last: Mamgain
Author-Name: Krishna Pratap Singh
Author-X-Name-First: Krishna Pratap
Author-X-Name-Last: Singh
Title: Gen-Z social electronic word of mouth communication and mediating role of contents quality and sources: PLS-SEM path modelling
Abstract:
The study examined elaboration likelihood model (ELM) information processing routes in the context of Gen-Z active social WOM seeking in the involvement of hospitality service buying. The ELM was employed and serial mediating routes of information processing were investigated. The samples (<i>n</i> = 430) were collected especially from the generation-Z group of individuals from different cities in India, such as Dehradun, Delhi, Nainital, Mussoorie, Bhubaneswar, Ranchi, Srinagar, Pune, Jaipur only. The partial least square-SEM was tested for the proposed relationship and bootstrapping used to verify potential mediation. The findings of the research indicate that active social media WOM information seeking to social WOM influence have a serial mediation effect of opinion leader, source of closeness and communication content quality and process investigated on two ELM routes (i.e., central and peripheral information processing route). The findings of this research may be an asset to the market communication leaders and corporate media administrators. However, it helps to understand the social media WOM communication active seeking pattern and being mediation factors of opinion leader, source of closeness and well as content quality indirectly effect into the further social media electronic word of mouth influence.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 122-145
Issue: 1/2
Volume: 19
Year: 2023
Keywords: generation-Z; social media electronic word of mouth; communication content quality; CCQ; hospitality services; information processing; serial mediation; elaboration likelihood model; ELM.
File-URL: http://www.inderscience.com/link.php?id=132723
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:122-145

Template-Type: ReDIF-Article 1.0
Author-Name: Beate E. Stiehler-Mulder
Author-X-Name-First: Beate E.
Author-X-Name-Last: Stiehler-Mulder
Author-Name: Daniel K. Maduku
Author-X-Name-First: Daniel K.
Author-X-Name-Last: Maduku
Title: The impact of user-generated fake news on brand equity: moderating mechanisms of brand attitude and corporate reputation
Abstract:
This paper investigates the impact of consumers' perceived realism of user-generated fake content on consumer-based brand equity. In addition, the moderating roles of both brand attitude and corporate reputation on the impact of the perceived realism of user-generated fake news on brand equity is examined. A survey design was used to obtain 354 responses randomly from a South African national consumer panel. Scale validation and hypotheses testing were assessed by means of structural equation modelling. The results show that consumers' perceived realism of fake news is significant and negatively related to brand equity. Moreover, the findings emphasise that brand attitudes and corporate reputation serve as moderating mechanisms through which the impact of the perceived realism of fake news on consumer-based brand equity is revealed. The findings extend the currently limited literature on the impact of fake user-generated content on brand equity.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 146-171
Issue: 1/2
Volume: 19
Year: 2023
Keywords: user-generated fake news; fake news; perceived realism; corporate reputation; brand attitude; social media.
File-URL: http://www.inderscience.com/link.php?id=132728
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:146-171

Template-Type: ReDIF-Article 1.0
Author-Name: Dimitri Laroutis
Author-X-Name-First: Dimitri
Author-X-Name-Last: Laroutis
Author-Name: Philippe Boistel
Author-X-Name-First: Philippe
Author-X-Name-Last: Boistel
Author-Name: Mustafeed Zaman
Author-X-Name-First: Mustafeed
Author-X-Name-Last: Zaman
Title: Purchasing intentions and digital influencers
Abstract:
While the web marketing literature has recently called into question the impact of influencers on their followers' purchasing behaviour, very few studies have addressed this issue <i>per se</i>. Our study aims to fill this gap by examining the variables that boost followers' purchasing intention. Based on survey data collected from 247 followers, we built an econometric model designed to anticipate followers' buying intentions. Our findings show that followers' purchasing behaviours is influenced not only by the characteristics of the influencer being followed, but also by those of the follower in question, the product or service on offer, and the overall congruence of these factors. These variables reveal an impact on consumer intentions ranging from -54.4% to +17.81%. Our study examines both the theoretical and the operational implications.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 172-191
Issue: 1/2
Volume: 19
Year: 2023
Keywords: digital influencers; influencer marketing; purchase intentions; social media; social media influencers; stated preference method.
File-URL: http://www.inderscience.com/link.php?id=132729
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:172-191

Template-Type: ReDIF-Article 1.0
Author-Name: Gurveen Kaur
Author-X-Name-First: Gurveen
Author-X-Name-Last: Kaur
Author-Name: Pankaj Deshwal
Author-X-Name-First: Pankaj
Author-X-Name-Last: Deshwal
Author-Name: Hamendra K. Dangi
Author-X-Name-First: Hamendra K.
Author-X-Name-Last: Dangi
Title: Customer engagement: a systematic review and future research agenda
Abstract:
Customer engagement (CE) is an emerging research area that is receiving considerable attention not only from the management practitioners but the academicians as well. Regardless of the huge number of research initiated in this area, the available literature looks splintered and lacks conceptual unidirectionality. Therefore, present research aims at administering a domain-based 'structured systematic review' to give an insight into the existing state of CE construct and suggest future research agenda. A total of 191 studies extending from 2005 onwards on this construct were selected and analysed using various qualitative analysis software. We found that customer engagement research has gained notable momentum after 2010 and very few scholars have specialised in studying customer engagement to date. 'CE on Social media', was found to be the most prominent theme of the existing studies followed by 'customer experience and CE', and 'brand prestige and CE'. Lastly, this study proposes an AMDO framework of customer engagement and builds on the future research agenda. Since this study is exploratory in nature, conclusive research can be conducted. Also, our proposed framework is preliminary and needs further empirical testing.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 148-180
Issue: 2/3
Volume: 18
Year: 2023
Keywords: customer engagement; customer engagement behaviour; customer brand engagement; brand community engagement; systematic review.
File-URL: http://www.inderscience.com/link.php?id=129659
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:148-180

Template-Type: ReDIF-Article 1.0
Author-Name: Nidhi Yadav
Author-X-Name-First: Nidhi
Author-X-Name-Last: Yadav
Author-Name: Shikha Sota
Author-X-Name-First: Shikha
Author-X-Name-Last: Sota
Author-Name: Harish Chaudhary
Author-X-Name-First: Harish
Author-X-Name-Last: Chaudhary
Title: Applications of virtual reality in marketing (2000-2020): a 4C marketing-mix based review and future research agenda
Abstract:
The last decade has seen a rapid technological transformation in the way marketing is thought and performed. Virtual reality (VR) is one such technology that is being applied across marketing channels to creatively engage, communicate, sell, and service the consumers. This paper is a systematic literature review of the last 20 years of research on applications of virtual reality in marketing. This paper provides a descriptive review of literature, tracks the evolution of the virtual reality concept from technological to experiential view, and outlines the application of VR across Lauterborn's 4C marketing mix - consumer, cost, communication, and convenience. These practical applications will help marketers to better understand this technology and use it to transform the way they engage their consumers. The future research areas will help the academicians to advance the research in the field.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 121-147
Issue: 2/3
Volume: 18
Year: 2023
Keywords: virtual reality; marketing; literature review; marketing technology; 4C.
File-URL: http://www.inderscience.com/link.php?id=129660
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:121-147

Template-Type: ReDIF-Article 1.0
Author-Name: Louisa Ha
Author-X-Name-First: Louisa
Author-X-Name-Last: Ha
Author-Name: Yang Yang
Author-X-Name-First: Yang
Author-X-Name-Last: Yang
Title: Research about persuasive effects of social media influencers as online opinion leaders 1990-2020: a review
Abstract:
This paper examines the 167 scholarly journal articles published from 1990 to 2020 related to persuasive effects of online opinion leaders and social media influencers. The USA, China and Germany were the three most common settings those studies were conducted. Most research articles explained the influence mechanism of social media influencers based on prior celebrity endorsement research, focusing on credibility, trustworthiness, homophily and parasocial interaction. In this review, we examine what we learned from the research literature in eight topics about the persuasive effects of influencers: 1) typology of influencers and methods to identify influencers; 2) relationship between the influencers and followers; 3) characteristics of the followers of influencers; 4) scope of influence of the influencers, 5) mechanism of influence; 6) approaches/strategies of influencers to brand endorsement; 7) measurement of influence outcomes; and 8) ethics of social media influencer marketing. A research agenda is proposed on how to further develop social media influencer marketing research based on the technology affordance of each social media platform and important areas that have been under-explored.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 220-241
Issue: 2/3
Volume: 18
Year: 2023
Keywords: opinion leader; social media; influencer marketing; celebrity endorsement; brand persuasion process.
File-URL: http://www.inderscience.com/link.php?id=129661
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:220-241

Template-Type: ReDIF-Article 1.0
Author-Name: George Kofi Amoako
Author-X-Name-First: George Kofi
Author-X-Name-Last: Amoako
Author-Name: Joshua Kofi Doe
Author-X-Name-First: Joshua Kofi
Author-X-Name-Last: Doe
Author-Name: Marian Tsegah
Author-X-Name-First: Marian
Author-X-Name-Last: Tsegah
Author-Name: Albert Martins
Author-X-Name-First: Albert
Author-X-Name-Last: Martins
Title: SMS advertisement and purchasing intentions: an emerging market perspective
Abstract:
This study sought to investigate and understand customer behaviour that determines attitudes in relation to SMS advertising and purchase intentions in Ghana. The quantitative method was used with simple random sampling technique in selecting the respondents. Four hundred eighty-five questionnaires were issued out, 420 were returned and 400 used as the sample size. Structural equation modelling was employed to analyse the relationship amongst the variables. The study findings supported the hypothesis that informative SMS advertisement, entertaining SMS advertisement, credibility of SMS advertisement and irritability of SMS advertisement all has positive influence on purchasing intentions of customers.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 181-201
Issue: 2/3
Volume: 18
Year: 2023
Keywords: SMS advertisement; SMS advertising; purchase intentions.
File-URL: http://www.inderscience.com/link.php?id=129663
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:181-201

Template-Type: ReDIF-Article 1.0
Author-Name: Imene Ben Yahia
Author-X-Name-First: Imene Ben
Author-X-Name-Last: Yahia
Author-Name: Lolwah Al-Mudahka
Author-X-Name-First: Lolwah
Author-X-Name-Last: Al-Mudahka
Title: Comparing the effectiveness of social media endorsers for mass and luxury markets
Abstract:
This research mobilises the social learning theory to investigate the impacts of the endorser type (celebrity, micro-influencer, and macro-influencer) in social media on purchase intent of a mass-market and a luxury perfume. Two studies were conducted. A total of 415 responses were collected from social media users, and data were analysed using partial least square structural equation modelling. Findings demonstrate that not only celebrities, but also macro-influencers are good endorsers of luxury perfumes. Indeed, their impact is as effective as that of celebrities in terms of meanings transfer and congruency. Micro-influencers, however, are more effective than celebrities when it comes to mass-market brands. In addition, for this category, the influence of macro-influencers is as strong as that of micro-influencers. Therefore, macro-influencers seem good endorsers for both luxury and mass-market perfumes. This study has important implications for both Marketing academicians and practitioners.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 202-219
Issue: 2/3
Volume: 18
Year: 2023
Keywords: influencer marketing; social media; endorsement; celebrity; social commerce.
File-URL: http://www.inderscience.com/link.php?id=129664
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:202-219

Template-Type: ReDIF-Article 1.0
Author-Name: Amit Kumar Gupta
Author-X-Name-First: Amit Kumar
Author-X-Name-Last: Gupta
Author-Name: Vibhava Srivastava
Author-X-Name-First: Vibhava
Author-X-Name-Last: Srivastava
Title: Modelling the impact of social media marketing for apparel brands: evidence from India
Abstract:
Social media has been widely acknowledged as a significant platform for different business activities. The study examines and models the interactions between social media marketing activities, their effectiveness, brand equity, and customer responses concerning apparel brands. The Indian apparel market is the second-largest retail market after food and grocery in India. The digital population of India amounted to approximately 688 million active users, of which 400 million users were active social media users as of January 2020. The primary data was collected from a survey of 266 respondents in India, of which 262 responses were found valid. WarpPLS 7.0 was used in which data was subjected to variance-based structural equation modelling for hypotheses testing. The study found that social media marketing activities of apparel brands with interactive and trendier contents would be proven effective, which would form favourable brand equity amongst the customers and eventually would result in customer loyalty. It also found that apparel brands' interactive and trendier social media marketing activities would form customers' willingness to pay a premium price if these activities are perceived as effective. The study concludes with the implications for academics as well as for industry.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 242-262
Issue: 2/3
Volume: 18
Year: 2023
Keywords: social media marketing activities; brand equity; social media marketing effectiveness; customer loyalty; price premium willingness; India.
File-URL: http://www.inderscience.com/link.php?id=129665
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:242-262

Template-Type: ReDIF-Article 1.0
Author-Name: Rūta Repovienė
Author-X-Name-First: Rūta
Author-X-Name-Last: Repovienė
Author-Name: Aušra Pažėraitė
Author-X-Name-First: Aušra
Author-X-Name-Last: Pažėraitė
Title: Content marketing towards customer value creation
Abstract:
This article presents theoretical and empirical aspects of content marketing towards customer value creation. Despite interest in content marketing and the importance of customer value in marketing theory, so far there is a lack of research in this area. Accordingly, the aim of this article is to fill this gap by determining the theoretical and empirical implications of content marketing dedicated to customer value creation. Based on conducted theoretical analysis, a conceptual model of content marketing towards customer value creation was developed. In the presented research paper, the corresponding model is examined in exploratory qualitative research by applying expert interview method. Given findings based on continuous theoretical analysis, the empirical study provides an original approach and relevant suggestions on directions for both further scientific research and practical application of content marketing towards customer value creation.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 263-285
Issue: 2/3
Volume: 18
Year: 2023
Keywords: content marketing; digital content; content idea; content distribution; customer value creation; social value; functional value; emotional value; desired value; consumption value; perceived value.
File-URL: http://www.inderscience.com/link.php?id=129666
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:263-285

Template-Type: ReDIF-Article 1.0
Author-Name: Blend Ibrahim
Author-X-Name-First: Blend
Author-X-Name-Last: Ibrahim
Title: Social media marketing and restaurant purchase intention: do online brand community identification and gender matter?
Abstract:
Social media marketing (SMM) creates diverse content via social network sites to promote different products, services, information and ideas. This study is built on the stimulus-organism-response framework and uses gratifications theory. It aims to investigate online brand community identification (OBCI) and purchase intention as major consequences of SMM activities (SMMAs). A structural equation modelling approach and a PROCESS macro were applied to analyse 338 online questionnaires completed by Facebook users who follow restaurant Facebook pages. The findings revealed that SMMAs have a significant positive influence on OBCI and purchase intention. Furthermore, OBCI acts as a mediator between SMMAs and purchase intention. These results indicate that gender role positively moderates the direct and indirect effect of SMMAs on purchase intention. Finally, the moderated mediation analysis findings suggest that female customers receive a high level of OBCI when interacting with SMMAs, which, in turn, increases purchase intention relative to males.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 286-309
Issue: 2/3
Volume: 18
Year: 2023
Keywords: social media marketing; SMM; social network sites; SNSs; Facebook page; restaurant purchase intention; consumer behaviour; restaurant industry; online brand community identification; OBCI.
File-URL: http://www.inderscience.com/link.php?id=129668
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:286-309

Template-Type: ReDIF-Article 1.0
Author-Name: Anne Mareike Flaswinkel
Author-X-Name-First: Anne Mareike
Author-X-Name-Last: Flaswinkel
Author-Name: Markus Rump
Author-X-Name-First: Markus
Author-X-Name-Last: Rump
Author-Name: Reinhold Decker
Author-X-Name-First: Reinhold
Author-X-Name-Last: Decker
Title: My brand, my self(ie) - why consumers portray themselves in brand-selfies
Abstract:
By presenting themselves in self-portraits with brands, so-called brand-selfies (BSs), consumers can demonstrate their personal attachment to brands. A closer look at this mainstream phenomenon expands the understanding of consumer-brand relationships. The ease of sharing and networking has increased the importance of BSs in marketing. Because they reveal a lot about consumers' opinions and spread quickly on social networks, BSs can be a valuable marketing tool. In a cross-sectional study, we identify brand identification as the strongest predictor of consumers' intention to portray themselves with a brand in a BS. Furthermore, we find belonging and reward to have significant impact on the intention to post a BS. We distinguish consumer motivations for posting BSs from general motivations for posting selfies, add to previous research on selfie posting behaviour and user-generated content, and conclude with a discussion of implications for marketers looking to incorporate selfie marketing into their marketing strategy.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 310-334
Issue: 2/3
Volume: 18
Year: 2023
Keywords: electronic word-of-mouth; e-WOM; brand-selfie; social media marketing; user-generated content; UGC; brand identification; selfie marketing; consumer behaviour; Instagram; social network sites; SNSs; branding.
File-URL: http://www.inderscience.com/link.php?id=129669
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:2/3:p:310-334

Template-Type: ReDIF-Article 1.0
Author-Name: Bruno Miguel Vieira
Author-X-Name-First: Bruno Miguel
Author-X-Name-Last: Vieira
Author-Name: Ana Pinto Borges
Author-X-Name-First: Ana Pinto
Author-X-Name-Last: Borges
Author-Name: Elvira Pacheco Vieira
Author-X-Name-First: Elvira Pacheco
Author-X-Name-Last: Vieira
Title: The role of social networks for decision-making about tourism destinations
Abstract:
The influence of social networks (SN) on destination selection was studied as part of tourism management/marketing strategy. It also presented the new extension of technology acceptance model (TAM), considering the constructs of perceived usefulness (PU), perceived ease of use (PEOU) attitude towards the use (ATU), perceived enjoyment (PE), e-word-of-mouth (eWOM) and previous influence factors (PIF) to assess tourists' behavioural intention (BI) towards the use of SN for choosing the tourism destination. For such, we performed confirmatory factor analysis (CFA) and the hypotheses were tested by structural equation modelling (SEM). Logistic regression was conducted to explain the influence of SN on choosing and finding destination information. Of all the respondents, 66.5% had used SN to get information or decide on their tourist destination. Facebook and Instagram exhibited greater impact on tourist destination selection than LinkedIn. The results provided insights for marketers, governments and tourism related organisations.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 1-27
Issue: 1
Volume: 18
Year: 2023
Keywords: social networks; tourism destination; influence; tourist behaviour; analysed theories; constructs; technology acceptance model; TAM; perceived ease of use; PEOU; attitude towards the use; ATU; previous influence factors; PIF.
File-URL: http://www.inderscience.com/link.php?id=128148
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:1:p:1-27

Template-Type: ReDIF-Article 1.0
Author-Name: Mirna El Shayeb
Author-X-Name-First: Mirna El
Author-X-Name-Last: Shayeb
Author-Name: Sara El-Deeb
Author-X-Name-First: Sara
Author-X-Name-Last: El-Deeb
Title: The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands
Abstract:
Driven by the theory of Veblen effect, need for uniqueness theory, cue utilisation theory, socio-meter theory and Brewer's optimal distinctiveness theory, this paper aims to provide an overview on the mediating effect of luxury perception on the relationship between social media marketing and purchase intention. The technique used for data collection was non-probability purposive sampling. The tests used were confirmatory factor analysis and path analysis using Amos and SPSS programs. The findings showed that the components of luxury perception, which are conspicuousness, quality, and hedonism partially mediates the relationship between social media marketing and purchase intention of luxury jewellery brands. However, two components which are uniqueness and extended self do not mediate the relationship. The study contributes significant value concerning the theoretical and managerial implications of how social media marketing affects the consumers' luxury perception, and how this perception can affect their intention to purchase luxury jewellery brands in Egypt.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 28-57
Issue: 1
Volume: 18
Year: 2023
Keywords: social media; social media marketing; luxury branding; jewellery; luxury brands; luxury products; luxury perceptions; jewellery industry; purchase intention.
File-URL: http://www.inderscience.com/link.php?id=128149
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:1:p:28-57

Template-Type: ReDIF-Article 1.0
Author-Name: Ricardo Filipe Ramos
Author-X-Name-First: Ricardo Filipe
Author-X-Name-Last: Ramos
Author-Name: Paulo Rita
Author-X-Name-First: Paulo
Author-X-Name-Last: Rita
Author-Name: Sérgio Moro
Author-X-Name-First: Sérgio
Author-X-Name-Last: Moro
Title: Are social media and mobile applications threatening retail websites?
Abstract:
The use of mobile applications (MA) and social media (SM) platforms is reshaping the access to the internet. This study aims to analyse if consumers prefer to use a MA/SM platform or a retail website to search for a product or service and what are the reasons supporting their choice. Data was collected through unstructured interviews applied to internet consumers. A total of 770 replies were returned with their perspective analysed through text mining to uncover hidden patterns of knowledge. The outcome revealed that the vital aspect that makes consumers prefer a retail website is due to service quality. The choice for MA/SM platforms is its system quality in the act of searching for a product or service online. The demographic analysis exposed that younger generations prefer MA/SM, suggesting a different future for retail websites.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 58-81
Issue: 1
Volume: 18
Year: 2023
Keywords: retail website; social media; mobile application; consumer behaviour; text mining.
File-URL: http://www.inderscience.com/link.php?id=128150
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:1:p:58-81

Template-Type: ReDIF-Article 1.0
Author-Name: Pallavi Dogra
Author-X-Name-First: Pallavi
Author-X-Name-Last: Dogra
Author-Name: Arun Kaushal
Author-X-Name-First: Arun
Author-X-Name-Last: Kaushal
Title: Investigating factors affecting trust and purchase intention towards online websites: structural equation modelling approach
Abstract:
The purpose of the paper is to identify the important factors which affect the trust in virtual shops. A close examination of the relationship between trust and purchase intention of the customers towards the online products and services has been done. Data has been collected from the 597 active shoppers of online shopping websites in India. The selected respondents for the study comprises of university students pursuing their studies (graduation and post-graduation) and residing in the capital of the country and adjoining areas. The theoretical framework was purposed to highlight the structural interrelationships between the constructs and was examined with the application of AMOS software. The results confirmed that website quality, familiarity, ease of use, and online review and ratings are significantly affecting the trust and purchase intention of the respondents towards online shopping websites. The result of this paper provides significant implications for the managers and policymakers so that they can focus on these important factors to earn customers' trust and ultimately get positive purchase intention. Website architects and designers should focus on the design, look, utility, features of these virtual shops so that more traffic can be converted and online purchasing can be enhanced.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 98-120
Issue: 1
Volume: 18
Year: 2023
Keywords: trust; website quality; familiarity; ease of use; online review; ratings; purchase intention.
File-URL: http://www.inderscience.com/link.php?id=128151
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:1:p:98-120

Template-Type: ReDIF-Article 1.0
Author-Name: Simoni F. Rohden
Author-X-Name-First: Simoni F.
Author-X-Name-Last: Rohden
Author-Name: Gabriel Tassinari
Author-X-Name-First: Gabriel
Author-X-Name-Last: Tassinari
Author-Name: Carla Freitas Netto
Author-X-Name-First: Carla Freitas
Author-X-Name-Last: Netto
Title: Listen as much as you want: the antecedents of the engagement of podcast consumers
Abstract:
Podcasts are becoming popular with internet users and are used by brands as part of their digital marketing strategy. The aim of the paper is to understand which variables influence the engagement of consumers and result in financial support for podcasts. With a focus group followed by a survey involving 274 Brazilian listeners who financially support podcasts, it was possible to confirm that the benefits perceived by these listeners play a significant role in their engagement with this medium. Feelings of gratitude and connection with the brand also had a positive impact on engagement, therefore confirming the literature and the focus group analysis. Contrary to the literature, however, feelings of indebtedness were not significant in the model. The main contribution of the paper is that it sheds light on why people financially support podcasts, even though the content is available for free.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 82-97
Issue: 1
Volume: 18
Year: 2023
Keywords: podcasts; engagement; gratitude; brand-self connection; consumers.
File-URL: http://www.inderscience.com/link.php?id=128152
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:1:p:82-97

Template-Type: ReDIF-Article 1.0
Author-Name: Alcides Barrichello
Author-X-Name-First: Alcides
Author-X-Name-Last: Barrichello
Author-Name: Rogerio Scabim Morano
Author-X-Name-First: Rogerio Scabim
Author-X-Name-Last: Morano
Author-Name: Emerson Gomes dos Santos
Author-X-Name-First: Emerson Gomes dos
Author-X-Name-Last: Santos
Title: Online purchase decision after viewing ads: factors related to sociodemographic and internet use on different digital channels
Abstract:
This research aims to assess the factors related to sociodemographic and internet use that influence consumers to purchase after viewing ads on websites or through apps, social media, messaging apps, e-mail, and video. A database obtained from the 2018 ICT Households survey containing 4,115 responses representing the Brazilian population who had made an online purchase of a product or service within 12 months was used and analysed using logistic regression models. The main results indicate that age influences the purchase after viewing ads in emails. The level of education is important when the advertisement was made on websites or apps, and social media. The frequency of internet use and the frequency of online shopping also matter for purchase on the different digital channels researched. Regarding academic contributions, the factors are evaluated concomitantly and with data reflecting the population of the entire country, opens a new way of thinking about how to segment customers via one of the components of the marketing mix: promotion. The support to marketing professionals regarding the effectiveness of ads on different digital channels is among this study's practical contributions.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 20-41
Issue: 1/2
Volume: 19
Year: 2023
Keywords: digital marketing; e-commerce; purchase after viewing ads; social media; online advertising; advertising on the net; consumer behaviour; customer relationship; marketing; advertisement.
File-URL: http://www.inderscience.com/link.php?id=132778
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:20-41

Template-Type: ReDIF-Article 1.0
Author-Name: Raul Enrique Culqui-Salazar
Author-X-Name-First: Raul Enrique
Author-X-Name-Last: Culqui-Salazar
Author-Name: Katerina Alvarez-Altamirano
Author-X-Name-First: Katerina
Author-X-Name-Last: Alvarez-Altamirano
Author-Name: Franklin Cordova-Buiza
Author-X-Name-First: Franklin
Author-X-Name-Last: Cordova-Buiza
Title: Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector
Abstract:
When people seek information about a product, they find that the media is saturated with a large volume of advertising, causing it to be unattractive to the customer; but there is a discipline that studies buyer behaviour in a personalised form and stands out for relating product features with personal emotions. This is called neuromarketing. Thus, the objective of the study is to identify the relationship between neuromarketing strategies and brand advertising in the industrial safety sector. The study has a quantitative approach, non-experimental and correlational design. A 22-item online questionnaire was applied to those responsible for the purchasing area of the companies that acquire industrial safety products from the company under study. The results highlight the importance of kinesthetic stimuli by frequently requesting samples before purchase, as well as the effectiveness of direct advertising and the sensitivity of buyers in relating products to emotional stimuli. It is concluded that neuromarketing is direct and significantly related to brand advertising in the company under study.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 192-207
Issue: 1/2
Volume: 19
Year: 2023
Keywords: neuroscience; advertising; stimulus; kinaesthetic; marketing; content; emotions; branding; communication; purchase.
File-URL: http://www.inderscience.com/link.php?id=132780
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:1/2:p:192-207

Template-Type: ReDIF-Article 1.0
Author-Name: Beatrice Ietto
Author-X-Name-First: Beatrice
Author-X-Name-Last: Ietto
Author-Name: Federica Pascucci
Author-X-Name-First: Federica
Author-X-Name-Last: Pascucci
Title: Classifying bloggers based on content creation approaches: implications for influencers marketing strategies
Abstract:
Today bloggers represent an established type of influencers and undiscussed marketing tool for promotional purposes. However, due to the multitude of bloggers acting as influencers that exist today, marketers might experience difficulties in identifying the most suitable bloggers. The aim of the paper is to build an empirically-based multidimensional framework which classifies consumer bloggers based on their content creation approaches. In particular, taking a social-practice theory perspective, content creation is considered as a routinised behaviour influenced by what the blogger considers as meaningful within a particular socio-cultural context. The analysis is based on a netnographic analysis of Australian music bloggers. The paper argues that a blogger's content creation approach predominantly depends on the subjective importance that the blogger gives to one of following dimensions: personal influences, audience influences, community influences, commercial influences. According to the identified content creation approaches, the paper develops a bloggers' classification multidimensional framework relevant for marketing practitioners wanting to identify bloggers for their promotional strategies.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 335-358
Issue: 4
Volume: 18
Year: 2023
Keywords: blog marketing; netnography; music industry; influencers; influencer marketing; taxonomies; classifications; cultural intermediaries.
File-URL: http://www.inderscience.com/link.php?id=131255
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:4:p:335-358

Template-Type: ReDIF-Article 1.0
Author-Name: Olga Pachni-Tsitiridou
Author-X-Name-First: Olga
Author-X-Name-Last: Pachni-Tsitiridou
Author-Name: Konstantinos Fouskas
Author-X-Name-First: Konstantinos
Author-X-Name-Last: Fouskas
Title: Harvesting the power of location data to improve customers' experience and destination attractiveness
Abstract:
Consumers increasingly use mobile applications and devices that is a valuable source of data for organisations. Mobile devices are utilised in every step of the customer's journey, from planning, to sharing their experiences, thus they are considered a valuable source of data for public and private organisations. Data from these sources include location and textual information and can help tourism organisations and destinations improve their offerings, understand customers' preferences and needs. Our field research, based on interviews of 13 organisations in the Greek ecosystem, shows that tourism organisations use insights mainly from social networks and although acknowledging their benefits, do not utilise location data. This paper aims not only to pinpoint the opportunities for organisations and destinations to utilise different location data types and identify the necessary complementary skillsets needed, but to also identify the importance of inter-organisational relationships among key stakeholders to achieve sustainable competitive advantage.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 359-388
Issue: 4
Volume: 18
Year: 2023
Keywords: location data; customer experience; destination attractiveness; location technologies; digital transformation; interorganisational relations.
File-URL: http://www.inderscience.com/link.php?id=131259
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:4:p:359-388

Template-Type: ReDIF-Article 1.0
Author-Name: Nutnicha Keerakiatwong
Author-X-Name-First: Nutnicha
Author-X-Name-Last: Keerakiatwong
Author-Name: Viriya Taecharungroj
Author-X-Name-First: Viriya
Author-X-Name-Last: Taecharungroj
Author-Name: Jesper Döpping
Author-X-Name-First: Jesper
Author-X-Name-Last: Döpping
Title: Why do people post Instagram Stories?
Abstract:
Instagram Story has now become a widely used feature for self-presentation. However, despite its popularity, limited research has addressed the Instagram Story concept. The research gaps that we aimed to fill included lack of in-depth understanding of the motives and self-presentation affordances that the platform offers to users. This research elucidates reasons why people post on Instagram Story and its characteristics and features that enhance self-presentation by highlighting input from 23 regular Instagram Story contributors in Bangkok, Thailand. The results determined that people used Instagram Story to connect with others of a similar disposition, to present their lifestyle, passion and values and as a means of archiving and recollecting past activities. This study also explains the affordances of Instagram Story and reinforces the current body of knowledge by highlighting the role of ephemerality and culture. We suggest brands to leverage Instagram Story and help users have fun, connect and shape their identities.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 410-428
Issue: 4
Volume: 18
Year: 2023
Keywords: Instagram Story; social media marketing; self-presentation; video marketing.
File-URL: http://www.inderscience.com/link.php?id=131263
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:4:p:410-428

Template-Type: ReDIF-Article 1.0
Author-Name: Anuradha Malik
Author-X-Name-First: Anuradha
Author-X-Name-Last: Malik
Title: An empirical investigation into information search behaviour of Indian consumers
Abstract:
Information search behaviour of consumers is a notable field of research. The present study has explored the information search behaviour of consumers for services by hypothesising and testing an information search behaviour model. Single cross sectional research design has been employed for the study. Data for the study was collected through structured questionnaire from Delhi-NCR region of India. The context of the study is banking services, hotel booking and insurance services. Structural equation modelling (SEM) has been used to test the hypothesised model. The findings reveal that perceived benefits of search, involvement and self-confidence of consumers positively impacted external search effort by consumers. The present research has contributed by providing in-depth knowledge about information search behaviour of Indian consumers. Implications of the study and suggestions for future research have been provided in the study.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 429-449
Issue: 4
Volume: 18
Year: 2023
Keywords: consumer behaviour; information search behaviour; services; Indian consumers; external search effort; structural equation modelling; SEM.
File-URL: http://www.inderscience.com/link.php?id=131264
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:4:p:429-449

Template-Type: ReDIF-Article 1.0
Author-Name: Akshay Kancherla
Author-X-Name-First: Akshay
Author-X-Name-Last: Kancherla
Author-Name: Jossy P. George
Author-X-Name-First: Jossy P.
Author-X-Name-Last: George
Author-Name: Benny J. Godwin
Author-X-Name-First: Benny J.
Author-X-Name-Last: Godwin
Title: Antecedents of brand love leading to purchase intention towards refurbished video game consoles
Abstract:
This paper examines different constructs that influence purchase intention of refurbished video game consoles to assess its multi-factorial association with brand love. The data was collected from video game console cafes in the cities of Bangalore and Pune, India. The findings demonstrate that adoption determinants and social influence have a positive influence on brand love, while notably, environmental involvement has a positive influence on an individual's purchase intention. Brand love would not singularly influence positive purchase intention in the context of refurbished video game consoles. The paper clarifies that brand love alone cannot influence the purchasing decision of an individual in the context of refurbished video game consoles, the companies selling or remanufacturing these products can benefit by advertising these products as being environmentally involved. This is the first paper that examines the effects of brand love and purchase intentions in the context of refurbished video game consoles.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 286-304
Issue: 3/4
Volume: 19
Year: 2023
Keywords: environmental involvement; brand love; adoption determinants; social influence; purchase intention; refurbished video game consoles.
File-URL: http://www.inderscience.com/link.php?id=133312
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:3/4:p:286-304

Template-Type: ReDIF-Article 1.0
Author-Name: Neus Vila-Brunet
Author-X-Name-First: Neus
Author-X-Name-Last: Vila-Brunet
Author-Name: Josep Llach
Author-X-Name-First: Josep
Author-X-Name-Last: Llach
Title: Contextual effect of online second-hand shoppers' loyalty: a vendor comparison
Abstract:
How is loyalty achieved in online second-hand markets? Does the type of seller (professional or amateur) affect the level of satisfaction and loyalty of online second-hand shoppers? To address these questions, a loyalty model is proposed. The model identifies the relationships between the OSS-Qual quality scale and the dimensions of satisfaction and loyalty. Results identify that website satisfaction contributes three times more to shoppers' loyalty than do vendor and product satisfaction. Online second-hand shoppers' satisfaction and loyal behaviour are higher when the vendor is a professional. Strategies aimed at increasing website quality and professionalism is the most effective ones to ensure shoppers' loyalty.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 389-409
Issue: 4
Volume: 18
Year: 2023
Keywords: second-hand; online; satisfaction; loyalty; vendor; business-to-peer; B2P; peer-to-peer; P2P.
File-URL: http://www.inderscience.com/link.php?id=131265
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:18:y:2023:i:4:p:389-409

Template-Type: ReDIF-Article 1.0
Author-Name: Paulo Rita
Author-X-Name-First: Paulo
Author-X-Name-Last: Rita
Author-Name: João Guerreiro
Author-X-Name-First: João
Author-X-Name-Last: Guerreiro
Author-Name: Sara Matos
Author-X-Name-First: Sara
Author-X-Name-Last: Matos
Title: The influence of typical versus atypical ads on sharing intention
Abstract:
Consumers are overwhelmed with advertising messages which makes some of them unable to break the clutter to be viewed and shared. The purpose of the current paper is to study how visual attention, arousal, and pleasure may lead to advertising sharing intention. This study followed an experimental design using consumer neuroscience methods, more specifically, eye tracking and electro dermal activity, evaluating how typicality and the celebrity factor can influence consumers' visual attention and arousal. Participants watched four ad campaign scenarios: a typical ad without celebrities (T), a typical ad with celebrities (TC), an atypical ad without celebrities (A), and an atypical ad with celebrities (AC), with arousal and pleasure being measured through the self-assessment manikin and their sharing intention through a questionnaire. Findings showed that atypical ads generate higher levels of arousal and pleasure, which positively influences sharing intention. Also, when comparing (TC) with (AC), the celebrity factor presents lower arousal levels in the TC scenario.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 231-262
Issue: 3/4
Volume: 19
Year: 2023
Keywords: consumer brand engagement; CBE; advertising campaigns; typicality; celebrities; sharing intention; consumer neuroscience.
File-URL: http://www.inderscience.com/link.php?id=133313
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:3/4:p:231-262

Template-Type: ReDIF-Article 1.0
Author-Name: Ebru Çil
Author-X-Name-First: Ebru
Author-X-Name-Last: Çil
Author-Name: İsmail Erkan
Author-X-Name-First: İsmail
Author-X-Name-Last: Erkan
Author-Name: Emmanuel Mogaji
Author-X-Name-First: Emmanuel
Author-X-Name-Last: Mogaji
Title: Social media marketing and consumer behaviour in the new normal: the relationship between content and interaction
Abstract:
This study examines whether brands' changing social media marketing activities (SMMA) have an impact on consumer responses in the 'new normal' period. A new interaction-oriented model was created by combining Godey et al. 's conceptual model with Dabbaus and Barakat's social media stimulus-organism-response (S-O-R) model. The new model was confirmed through structural equation modelling (SEM) based on surveys of 421 participants who use the internet. Interaction plays a critical role between SMMA and consumer response. The most influential factor on content quality is found to be informativeness, in spite of entertainment being the least influential factor. Further, this study finds that the interaction has a positive influence on brand preference, brand loyalty, purchase intention, and electronic word of mouth (eWOM). Although SMMA has previously been researched, the lack of research on the changes that occurred during the COVID-19 period has made this research necessary.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 328-349
Issue: 3/4
Volume: 19
Year: 2023
Keywords: new normal; COVID-19; consumer behaviour; interactivity; content quality; S-O-R model; consumer response; social media marketing activities; SMMA; structural equation modelling; SEM.
File-URL: http://www.inderscience.com/link.php?id=133315
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:3/4:p:328-349

Template-Type: ReDIF-Article 1.0
Author-Name: Setareh Heidari
Author-X-Name-First: Setareh
Author-X-Name-Last: Heidari
Author-Name: Sepideh Nasiri
Author-X-Name-First: Sepideh
Author-X-Name-Last: Nasiri
Author-Name: Donya Rahmani
Author-X-Name-First: Donya
Author-X-Name-Last: Rahmani
Author-Name: Somaye Nargesi
Author-X-Name-First: Somaye
Author-X-Name-Last: Nargesi
Title: Can personalised prosocial ads be harnessed for brand equity enhancement?
Abstract:
Brands from various industries are partnering on social initiatives, using social media to speak out on social challenges. A prosocial ad needs to attract the audience's attention before it can have the intended impact. Since standing out in the digital environment is a constant issue for brands seeking to improve equity, marketers have employed a personalisation strategy. The highlights are: 1) this study developed and validated a comprehensive model to examine the mechanism of personalised ad impact on brand equity; 2) personalised ads were found to be a significant antecedent of brand self-expressiveness and perceived ad value; 3) brand engagement is boosted by a favourable attitude toward the ad and a high level of brand self-expressiveness; 4) customers' engagement with brand-related content on Instagram leads to higher brand equity; 5) theoretical and practical implications for how brand managers can improve brand equity employing the research model are offered.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 305-327
Issue: 3/4
Volume: 19
Year: 2023
Keywords: personalised advertising; prosocial advertising; brand equity; cause-related marketing; CRM; brand engagement; brand self-expressiveness; perceived ad value; attitude toward the ad.
File-URL: http://www.inderscience.com/link.php?id=133317
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:3/4:p:305-327

Template-Type: ReDIF-Article 1.0
Author-Name: Alexandre Clément
Author-X-Name-First: Alexandre
Author-X-Name-Last: Clément
Author-Name: Élisabeth Robinot
Author-X-Name-First: Élisabeth
Author-X-Name-Last: Robinot
Author-Name: Léo Trespeuch
Author-X-Name-First: Léo
Author-X-Name-Last: Trespeuch
Title: What if brand equity was alive? Proposal of a dynamic measure through social networks
Abstract:
There are two significant trends in the literature regarding evaluating a company's brand equity: the financial approach and the customer-based brand equity. However, the findings point out that the 'financial' approach is incomplete, and the 'consumer' method is difficult to generalise for a population. A new living conceptualisation of brand equity and its measure to address these shortcomings are proposed. More than 4,500,000 tweets from 23 companies that make up the Dow Jones Index have been collected daily over three months. The results show that a new approach based on social media to measure brand equity correlates with the different rankings of brands carried out by marketing agencies. Some indicators also significantly correlate with the company's stock market performance. As a result, a new valid measure of a brand's equity based on social media was born, covering both the consumer and financial perspectives simultaneously.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 369-387
Issue: 3/4
Volume: 19
Year: 2023
Keywords: brand equity; measurement; social network; stock market; brand valuation; notoriety.
File-URL: http://www.inderscience.com/link.php?id=133318
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:3/4:p:369-387

Template-Type: ReDIF-Article 1.0
Author-Name: Mohammad Javad Shayegan
Author-X-Name-First: Mohammad Javad
Author-X-Name-Last: Shayegan
Author-Name: Mohammad Keshavarzian
Author-X-Name-First: Mohammad
Author-X-Name-Last: Keshavarzian
Title: Evaluating the impact of emotional advertisement on customers and its relationship with brand value
Abstract:
Emotional advertisement is a style of advertising designed to develop a profound relationship with customers, although it often does not meet the expectations of companies. This inconsistency may indicate that an emotional advertisement damages a company's reputation in social media. Consequently, it is crucial to establish a method for measuring the effect of user response on social influence. This study has two objectives: evaluating emotional advertising and identifying a probable relationship between user response to emotional advertising and the social influence of different firms. After extracting tweets relevant to specific brands, EL2.0 was used to analyse sentiment and emotion. Using regression analysis, the relationship between emotional and sentimental factors and the social influence of the brands was then explored. The results indicate that the valence values of user reaction on Twitter, as an independent variable in the regression model, can appropriately reveal the growth or decline of businesses' social influence.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 350-368
Issue: 3/4
Volume: 19
Year: 2023
Keywords: advertisement; emotional advertisement; brand value; customer life cycle; advertisement impact; emotional marketing.
File-URL: http://www.inderscience.com/link.php?id=133339
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:3/4:p:350-368

Template-Type: ReDIF-Article 1.0
Author-Name: Eldon Y. Li
Author-X-Name-First: Eldon Y.
Author-X-Name-Last: Li
Author-Name: Fang-Kai Chang
Author-X-Name-First: Fang-Kai
Author-X-Name-Last: Chang
Author-Name: Anila Jan
Author-X-Name-First: Anila
Author-X-Name-Last: Jan
Title: Understanding the virtual experiential value and its effect on travel intention
Abstract:
This paper explores how tourism virtualisation enables consumers to experience memorable feelings in the virtual world and affects the experiential value of virtual tourism and customers' intention to travel in the future. A virtual reality system, The Panoramic Palace Museum, is utilised to conduct a sequence of experiments in tourism experience, and two phases are designed to analyse travel intention. Before using the virtual-reality system, the theory of planned behaviour constructs and involvement are employed to explore travel intention. Two identical experiments are conducted on 243 subjects independently, and 211 valid samples are collected. The results show that travel intentions before and after a virtual visit are significantly different and that experiential value significantly increases the intention to travel.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 263-285
Issue: 3/4
Volume: 19
Year: 2023
Keywords: virtual experience; experiential value; service experience; virtualisation; travel intention.
File-URL: http://www.inderscience.com/link.php?id=133340
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:3/4:p:263-285

Template-Type: ReDIF-Article 1.0
Author-Name: Xiaofan Yue
Author-X-Name-First: Xiaofan
Author-X-Name-Last: Yue
Author-Name: Nawal Hanim Abdullah
Author-X-Name-First: Nawal Hanim
Author-X-Name-Last: Abdullah
Author-Name: Mass Hareeza Ali
Author-X-Name-First: Mass Hareeza
Author-X-Name-Last: Ali
Author-Name: Raja Nerina Raja Yusof
Author-X-Name-First: Raja Nerina Raja
Author-X-Name-Last: Yusof
Title: The role of audiences' benign envy in influencer marketing
Abstract:
Experiencing benign envy is common in the digital age, where people are exposed to diverse information shared on social media. This study uses social comparison theory and reveals the role of benign envy in influencers inducing audiences' purchase intentions (PI) of endorsed products. Furthermore, the study uses a qualitative design to find that social media influencers who are perceived by the audience as being similar to themselves are more likely to increase their PI, especially those with low self-esteem. Benign envy mediates the similarity between audiences and influencers and their PI. Finally, implications for marketers or researchers are provided regarding how social comparison theory works for influencer marketing.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 215-230
Issue: 3/4
Volume: 19
Year: 2023
Keywords: benign envy; social media influencers; SMIs; purchase intentions; PI; influencer marketing.
File-URL: http://www.inderscience.com/link.php?id=133344
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:ids:ijimad:v:19:y:2023:i:3/4:p:215-230