Template-Type: ReDIF-Article 1.0 Author-Name: Ayşe Akbulut Author-X-Name-First: Ayşe Author-X-Name-Last: Akbulut Author-Name: Elif Esiyok Author-X-Name-First: Elif Author-X-Name-Last: Esiyok Author-Name: Ceyhan Cigdemoglu Author-X-Name-First: Ceyhan Author-X-Name-Last: Cigdemoglu Author-Name: Ozlen Ozgen Author-X-Name-First: Ozlen Author-X-Name-Last: Ozgen Title: An examination of the relationship among conspicuous consumption, social media addiction, narcissism, and empathy: a research on university students Abstract: The purpose of this study is to reveal the relationship between conspicuous consumption behaviour, social media addiction, narcissistic characteristics, and empathy for university students. Using a cross-sectional survey design, with a non-random sampling strategy, a total of 1,215 participants completed the online survey. Data were analysed through the structural equation modelling technique using the AMOS statistical analysis package to discover the relationship among variables. Findings indicated that social media addiction has a moderately positive relationship with conspicuous consumption, a weak negative relationship with empathy, and a moderately positive relationship with narcissism. As a result, both empathy and narcissism have an impact on conspicuous consumption, and social media addiction affects empathy. This study contributes to the literature in terms of exploring the relationship between empathy and conspicuous consumption together for young consumers. Journal: Int. J. of Internet Marketing and Advertising Pages: 272-291 Issue: 3/4 Volume: 20 Year: 2024 Keywords: conspicuous consumption; social media addiction; narcissism; empathy; social media; young consumers. File-URL: http://www.inderscience.com/link.php?id=139293 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:3/4:p:272-291 Template-Type: ReDIF-Article 1.0 Author-Name: Irene Roozen Author-X-Name-First: Irene Author-X-Name-Last: Roozen Author-Name: Mariet Raedts Author-X-Name-First: Mariet Author-X-Name-Last: Raedts Author-Name: Guillaume Waetermans Author-X-Name-First: Guillaume Author-X-Name-Last: Waetermans Title: Does a chatbot's location influence consumer attitude and intentions? Abstract: Chatbots engage in real-time conversations with customers. Moreover, they can collect data in a digital landscape that is increasingly sensitive to privacy. The objective of this study was to help strategic marketing decision-makers better understand how and where chatbots can be used effectively to gather consumer data. We analyse whether consumers' privacy concerns influence their adoption. Furthermore, we invest if privacy concerns, and subsequently information disclosure, are significantly influenced by the chatbot's location. In an experimental study (N = 398) we compared the (in)direct effects of the same chatbot in two different locations: Facebook and its own retailer's website. Our results show that interacting with a chatbot on Facebook led to significantly lower attitudes towards chatbots and lower intentions to use chatbots. Both relationships are sequentially mediated via higher privacy concerns and less comfort with information disclosure. Companies therefore need to consider where to deploy their chatbots. Journal: Int. J. of Internet Marketing and Advertising Pages: 292-310 Issue: 3/4 Volume: 20 Year: 2024 Keywords: chatbot; privacy concerns; information disclosure; Facebook; Facebook messenger; retailer website; adoption behaviour; consumer-firm interaction. File-URL: http://www.inderscience.com/link.php?id=139294 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:3/4:p:292-310 Template-Type: ReDIF-Article 1.0 Author-Name: V. Anand Author-X-Name-First: V. Author-X-Name-Last: Anand Author-Name: Daruri Venkata Srinivas Kumar Author-X-Name-First: Daruri Venkata Srinivas Author-X-Name-Last: Kumar Title: Brand personality management of Indian business schools on Twitter: a machine learning approach Abstract: Business schools in India use Twitter as one of the marketing communication channels for establishing distinctive brand images among the social media users. Quantifying the internet brand personality dimensions is essential to manage a business school brand image. The nature and volume of social media data necessitate the usage of data mining and machine learning models for data analysis. We computed the brand personality dimension scores of ten leading business schools in India by applying the machine learning-based model developed by Pamuksuz, Yun and Humphreys on 31,757 tweets. We also examined the congruence between the communicated and perceived brand personalities. Our results suggest that some of the older public schools are unable to properly align their communicated brand personalities with perceived brand personalities. Also, private schools need to improve on the sincerity dimension of brand personality. The results might spur some researchers to use the model with different data sources and scales. A counterintuitive subset of our results might make the Indian business schools re-think their branding strategies on social media networks. We provided directions for further research towards effectively managing the online brand personalities. Journal: Int. J. of Internet Marketing and Advertising Pages: 311-338 Issue: 3/4 Volume: 20 Year: 2024 Keywords: business school; internet brand personality; social media; Twitter; machine learning. File-URL: http://www.inderscience.com/link.php?id=139296 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:3/4:p:311-338 Template-Type: ReDIF-Article 1.0 Author-Name: Juliana Maria Magalhães Christino Author-X-Name-First: Juliana Maria Magalhães Author-X-Name-Last: Christino Author-Name: Érico Aurélio Abreu Cardozo Author-X-Name-First: Érico Aurélio Abreu Author-X-Name-Last: Cardozo Author-Name: Luisa Sepúlveda Martins Author-X-Name-First: Luisa Sepúlveda Author-X-Name-Last: Martins Title: Players' attitudes towards advertising in mobile games Abstract: This study aimed to investigate particularities in the formation of favourable attitudes toward advertising in mobile game applications. For this purpose, the following constructs were elected: 1) entertainment, credibility, informativeness, irritation and personalisation from Sigurdsson et al. (2018); 2) general attitudes towards ads and general attitudes towards in-game ads from Poels et al. (2013); 3) the reward construct from Busch et al. (2013) as a pioneer extension ever made in studies related to in-app ads (within the apps) of the interstitial-type specifically in mobile games. A survey was conducted with 260 players. The data was analysed using structural equation modelling. The results showed 'entertainment', 'personalisation', 'attitudes toward general advertising' and 'irritation' are antecedents of attitude toward specific ads running in mobile games, along with 'rewards' are antecedents of behavioural intention to click and read the ads. Journal: Int. J. of Internet Marketing and Advertising Pages: 339-363 Issue: 3/4 Volume: 20 Year: 2024 Keywords: attitude; players' attitudes; towards advertising; mobile games; publicity; advertising in mobile games. File-URL: http://www.inderscience.com/link.php?id=139297 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:3/4:p:339-363 Template-Type: ReDIF-Article 1.0 Author-Name: Miriam R. Aziz Author-X-Name-First: Miriam R. Author-X-Name-Last: Aziz Author-Name: Adel F. Al Alam Author-X-Name-First: Adel F. Al Author-X-Name-Last: Alam Title: The influence of digital marketing on tourists' behavioural intentions from social networks and e-WOM interactions Abstract: This study aims to examine the influence of social networks and electronic word of mouth (e-WOM) on tourists' behaviour from the perspective of destination image and satisfaction. Data are collected on a purposive sample of 1,600 tourists visiting and/or travelling to Lebanon in 2019. Exploratory factor analysis (EFA) is used to extract the factor structure and verify the validity and reliability of the measurement model. Structural equation modelling (SEM) is used to examine the conceptual model, which confirms e-WOM has a positive significant impact on destination image, which in turn has a significant impact on tourists' satisfaction. Key results of this work provide practical insights for the tourism industry organisations in order to build and enhance their competitive advantage destination based on consumers' intentions. Journal: Int. J. of Internet Marketing and Advertising Pages: 364-385 Issue: 3/4 Volume: 20 Year: 2024 Keywords: e-WOM; tourism; social networks; consumer behaviour. File-URL: http://www.inderscience.com/link.php?id=139298 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:3/4:p:364-385 Template-Type: ReDIF-Article 1.0 Author-Name: Manijeh Bahrainizad Author-X-Name-First: Manijeh Author-X-Name-Last: Bahrainizad Author-Name: Sepideh Aslami Author-X-Name-First: Sepideh Author-X-Name-Last: Aslami Author-Name: Nosrat Jamshidi Author-X-Name-First: Nosrat Author-X-Name-Last: Jamshidi Title: The level of involvement and consumer response to advertising through hashtags: a segmentation approach with self-organising maps Abstract: Nowadays, using hashtags in advertising is becoming critical, but the audience's reaction to this type of advertising is not yet clear to advertisers. This study aims to identify different segments of consumers on social networks based on their level of involvement and response to advertising via hashtags as well as a demographic variable. Through an experiment, this study examined consumer responses to hashtags in social media-based advertising. The survey was conducted on an available sample of 545 Instagram, Facebook, Twitter, and LinkedIn users. The results showed three distinctive segments of social network users: relatively rationally non-involved consumers rationally involved consumers and relatively emotionally involved consumers. The findings of this research are important for marketers who advertise via hashtags since little is known regarding social networks user segments according to consumers' responses and levels of involvement in advertising via hashtags. This research addresses this gap and has important implications for marketers. Journal: Int. J. of Internet Marketing and Advertising Pages: 386-409 Issue: 3/4 Volume: 20 Year: 2024 Keywords: hashtag; involvement; consumer response; self-organising maps; segmentation. File-URL: http://www.inderscience.com/link.php?id=139299 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:3/4:p:386-409 Template-Type: ReDIF-Article 1.0 Author-Name: Neeraj Bansal Author-X-Name-First: Neeraj Author-X-Name-Last: Bansal Author-Name: Sanjeev Kumar Sharma Author-X-Name-First: Sanjeev Kumar Author-X-Name-Last: Sharma Title: Apparel e-tailing: website quality indicators and customer satisfaction Abstract: Despite the tremendous growth of online retailing due to COVID-19 pandemic, online apparel retailing is still in the fancy stage. This study aimed to test the dimensions (merchandise, interaction, reliability, personalisation, and country of origin (COO)) of customer satisfaction in an online setting, especially in apparel retailing. A random sampling survey approach has been adopted to collect 435 valid responses from customers aged between 15 and 40 years, who have transacted at least once in online stores, using a self-administered questionnaire through Google Forms. Confirmatory factor analysis and structural equation modelling was employed to test the proposed model. The results highlighted that merchandise, interaction, reliability, personalisation, and COO are positively influencing customer satisfaction. Research findings imply to apparel e-tailing firms to critically analyse the website quality indicators that augment customer satisfaction and facilitate retaining old and gaining potential customers. Journal: Int. J. of Internet Marketing and Advertising Pages: 410-427 Issue: 3/4 Volume: 20 Year: 2024 Keywords: online apparel retailing determinants; customer satisfaction; country of origin; COO; merchandise; website dimensions. File-URL: http://www.inderscience.com/link.php?id=139317 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:3/4:p:410-427 Template-Type: ReDIF-Article 1.0 Author-Name: Mehak Goyal Author-X-Name-First: Mehak Author-X-Name-Last: Goyal Author-Name: Pankaj Deshwal Author-X-Name-First: Pankaj Author-X-Name-Last: Deshwal Title: Online customer experience: a review and research agenda Abstract: Online customer experience (OCE) in simple terms is the perception made by the customer after interacting with a company's online touch points. This area is crucial for the marketers to form strategies and thus require meticulous research. This study evaluates the literature on OCE and creates a timeline for subsisting knowledge. It reviews the existing theories, approaches and methodologies applied and also present future directions to better understand the uncovered areas in this domain. As this review suggests, further research should focus on the other side of the coin that is how OCE varies in different sectors. Journal: Int. J. of Internet Marketing and Advertising Pages: 229-271 Issue: 3/4 Volume: 20 Year: 2024 Keywords: customer experience; online customer experience; digitisation; FLOW; TAM; holistic experience; purchase journey; satisfaction; repurchase intention; trust. File-URL: http://www.inderscience.com/link.php?id=139340 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:3/4:p:229-271 Template-Type: ReDIF-Article 1.0 Author-Name: Vivek Mishra Author-X-Name-First: Vivek Author-X-Name-Last: Mishra Author-Name: Biswajit Das Author-X-Name-First: Biswajit Author-X-Name-Last: Das Title: What drives Generation Z to advocate for a brand online? Abstract: The objective of this study is to: 1) examine the impact of brand-related antecedents; brand social-benefits, brand distinctiveness, brand prestige and brand warmth on online brand advocacy (OBA) behaviour of Gen Z; 2) examine the impact of OBA on consumers' purchase intent; 3) to consider the moderating effect of social media involvement (SMI) on the relationship between the aforementioned antecedents and OBA. Based on an online questionnaire, data from 221 students were analysed using SPSS and Amos 23.0. The structural model reveals all antecedents to be positively related to OBA, which had a subsequent positive impact on purchase intent. Interestingly, SMI did have a moderating effect on the relationship between brand prestige, brand social benefits and OB, indicating the significance of engagement levels of Gen Zers and its impact on their advocacy intentions online. The paper shall be pivotal in enhancing brand trust and loyalty in these turbulent times. Journal: Int. J. of Internet Marketing and Advertising Pages: 1-25 Issue: 1 Volume: 20 Year: 2024 Keywords: online brand advocacy; OBA; brand social benefits; brand prestige; brand distinctiveness; brand warmth; purchase intent; social media. File-URL: http://www.inderscience.com/link.php?id=136800 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:1:p:1-25 Template-Type: ReDIF-Article 1.0 Author-Name: Hadeel Elmousa Author-X-Name-First: Hadeel Author-X-Name-Last: Elmousa Author-Name: Wong Foong Yee Author-X-Name-First: Wong Foong Author-X-Name-Last: Yee Author-Name: Jun-Hwa Cheah Author-X-Name-First: Jun-Hwa Author-X-Name-Last: Cheah Title: Effectiveness of social media influencers and their impact on customers' attitudes and buying intention Abstract: This research aims to bridge the industry and literature gaps by corroborating the impact of social media influencers on consumer attitudes and intentions towards promotions. A total of 350 responses were acquired through the purposive sampling method. The selected approach for testing the hypotheses was partial least squares (PLS). The observations corroborated the model by substantiating that source credibility, subjective norms, and meaning transfer were significantly related to attitude. Furthermore, source credibility, attitude, and subjective norms were significantly related to buying intention. From various contexts, this study contributes to the marketing literature and sector. First, this work employed the theory of reasoned action from the psychology domain to demonstrate the association between behaviour and attitude in human activities, which is presently being extended to an influencer marketing situation in Malaysia. Second, the outcomes of this research can offer profound insights and guiding principles for firms, marketing agencies, marketers, and influencers. Journal: Int. J. of Internet Marketing and Advertising Pages: 26-49 Issue: 1 Volume: 20 Year: 2024 Keywords: social media influencers; SMIs; influencer marketing; attitude; purchase intention; subjective norms; partial least square; PLS. File-URL: http://www.inderscience.com/link.php?id=136808 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:1:p:26-49 Template-Type: ReDIF-Article 1.0 Author-Name: Mohammad Galib Author-X-Name-First: Mohammad Author-X-Name-Last: Galib Title: Who are the right customers for mobile and paper coupons? Abstract: This study aims to investigate the factors that will help marketers identify suitable consumers for mobile and paper coupons. The quantitative research study adopts a series of three studies using two different types of coupons. The data analysis was done through factor analysis, multiple regression, and t-test. This study revealed that consumer's usage intention between mobile and paper coupons is contingent upon their level of technology acceptance, need for haptics, smart shopping behaviour, and risk averseness. Through shedding light on consumer's behavioural attributes, this research will contribute to the advancement of marketing theory in the emerging coupon literature. It will also help marketers develop their segmentation, communication, and distribution strategies and target the right customers accurately. It is the first study to examine the differences in consumers' perception between mobile and coupons in light of different behavioural attributes. Journal: Int. J. of Internet Marketing and Advertising Pages: 50-82 Issue: 1 Volume: 20 Year: 2024 Keywords: mobile and paper coupon; technology acceptance; TECH; need for haptics; smart shopping behaviour; SMSB; risk averseness; RISK. File-URL: http://www.inderscience.com/link.php?id=136810 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:1:p:50-82 Template-Type: ReDIF-Article 1.0 Author-Name: Syed Ali Abbas Author-X-Name-First: Syed Ali Author-X-Name-Last: Abbas Title: CSR ad impact on purchase intention Abstract: The study investigates the impact of CSR-oriented ad on customer purchase intention from the perspective of an economy brand. Convenience sampling was employed aiming at respondents having brand awareness and involvement in the purchase of similar product category of competing brands. The hypothesis was confirmed by applying regression analysis and satisfying all required assumptions. Findings revealed the moderate positive effect of CSR-oriented ad on customer purchase intention, though it is considered a significant contribution as convincing the high-income group to purchase a low-end brand even with little margin is a motivating factor. Further, in general, the majority of respondents expressed their opinion for more CSR activities. As for limitations, the chosen brand might be considered low or economical among the sample chosen in this study, but it might have a better perception in other countries. Journal: Int. J. of Internet Marketing and Advertising Pages: 108-118 Issue: 1 Volume: 20 Year: 2024 Keywords: CSR; purchase intention; brand revitalisation; COVID-19; consumer behaviour. File-URL: http://www.inderscience.com/link.php?id=136815 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:1:p:108-118 Template-Type: ReDIF-Article 1.0 Author-Name: Ahmet Durmaz Author-X-Name-First: Ahmet Author-X-Name-Last: Durmaz Author-Name: Mehmet Yuksel Author-X-Name-First: Mehmet Author-X-Name-Last: Yuksel Author-Name: Nilsah Cavdar Aksoy Author-X-Name-First: Nilsah Cavdar Author-X-Name-Last: Aksoy Author-Name: Ebru Tumer Kabadayi Author-X-Name-First: Ebru Tumer Author-X-Name-Last: Kabadayi Title: Role of parasocial interaction and planned behaviour theory in consumption restriction intentions Abstract: Parasocial interaction (PSI) which defines relationships between influencers and consumers, is also a determiner of successful marketing initiatives. In essence, it contradicts environmental and societal concerns of communities regarding inordinate buying behaviours of consumers. This conundrum represents a rarely studied research area and constitutes the main motivation of the present paper that seeks to reveal how PSI and theory of planned behaviour (TPB) impact consumption restriction intentions. Drawing from social cognitive theory, this study identifies the PSI and TPB as exogenous and endogenous factors, and investigates their impact on consumption restriction intentions of consumers. Results aver that TBP is a rudimentary element for consumption restriction intention. Contrary to expectations, PSI demonstrated insignificant effect on intention. But it is also found that isolated PSI negatively impacts consumption restriction intentions on low media/celebrity influence condition. This study paves a new path for PSI-behavioural intention studies by exclusively focusing on pro-environmental intentions. Journal: Int. J. of Internet Marketing and Advertising Pages: 83-107 Issue: 1 Volume: 20 Year: 2024 Keywords: parasocial interaction; PSI; social cognitive theory; theory of planned behaviour; TPB; consumption restriction; social media. File-URL: http://www.inderscience.com/link.php?id=136821 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:1:p:83-107 Template-Type: ReDIF-Article 1.0 Author-Name: Archana Kumar Author-X-Name-First: Archana Author-X-Name-Last: Kumar Author-Name: Eklou Romaric Amendah Author-X-Name-First: Eklou Romaric Author-X-Name-Last: Amendah Title: The influence of perceived risk and branding on fresh produce purchase online Abstract: The overall objective of this study is to examine consumer attitudes toward online fresh produce shopping using perceived risk factors such as performance, financial, and social risks. Online grocery shopping has picked up steam in the US since the beginning of the pandemic; however, the purchasing habits of fresh produce remains unclear. Shopping for fresh produce online has several issues including inherent variability of the produce, difference in customer preferences, delivery, and freshness issues. This study identifies some risk factors associated with purchasing fresh produce online and highlights the role of branding as a means to mitigate these risks. The authors use structural equation modelling to analyse the data. A multi-group structural approach is also used to examine the impact of the moderating variables on the causal relationships. The results show that financial concern is the biggest risk factor and branding the fresh produce reduces this risk considerably. Journal: Int. J. of Internet Marketing and Advertising Pages: 180-201 Issue: 1/2 Volume: 21 Year: 2024 Keywords: online fresh produce; branded fresh produce; performance risk; financial risk; social risk. File-URL: http://www.inderscience.com/link.php?id=140446 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:1/2:p:180-201 Template-Type: ReDIF-Article 1.0 Author-Name: Minh T.H. Le Author-X-Name-First: Minh T.H. Author-X-Name-Last: Le Title: How does influencer marketing build up the engagement between brand and followers? Abstract: Influencer marketing is a vital and effective marketing channel for developing a brand relationship on social media platforms. Influencer marketing is successful because of its diversity, innovation, and proximity to customers. Nevertheless, previous research has not shown a connection between the various facets of brand participation. The purpose of this study was to determine how the credibility, competence, content, interaction, lifestyle, and brand congruence of influencers affect cognitive, emotional, and behavioural brand engagement and lead to increased purchase intention. An online questionnaire was used to gather data, and it was circulated across various online platforms and social media platforms. The data was then analysed using the structural equation model (SEM). According to the research, there is a number of factors that help to grow the followers' brand engagement with influencers. These factors include credibility, knowledge, content, interaction, lifestyle, and brand congruence. In addition to that, the practical and theoretical ramifications of the results are discussed in this paper. Journal: Int. J. of Internet Marketing and Advertising Pages: 3-25 Issue: 1/2 Volume: 21 Year: 2024 Keywords: influencer's life style; influencer-brand congruence; influencer's interaction; influencer's content; cognitive; affective; and behavioural brand engagement. File-URL: http://www.inderscience.com/link.php?id=140447 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:1/2:p:3-25 Template-Type: ReDIF-Article 1.0 Author-Name: Annie John Author-X-Name-First: Annie Author-X-Name-Last: John Author-Name: Jain Mathew Author-X-Name-First: Jain Author-X-Name-Last: Mathew Author-Name: Sridevi Nair Author-X-Name-First: Sridevi Author-X-Name-Last: Nair Title: E-shopping orientation, trust and impulse buying in the online context - a study based on female members of Generation Z in India Abstract: A large number of studies have attempted to understand consumer behaviour in the online context. One construct that has been of particular interest to marketers, retailers and researchers, is impulse buying behaviour. The number of studies attempting to understand the drivers of impulsive purchases has been on a rise. The current pandemic also saw a rise in impulsive purchases and the interest in the construct was renewed. The current study is based on the S-O-R model and evaluates the relationship between e-shopping orientation, trust and impulse buying behaviour. The findings are based on data collected from female members of Generation Z and suggest that frequent visits to e-retail stores and increased patronage can increase the level of trust in the retail partner and influence the number of impulsive purchases. The findings are particularly significant for retailers looking to drive sales through impulsive purchases. In addition, the findings provide empirical support for the application of the S-O-R model to online retail context. Journal: Int. J. of Internet Marketing and Advertising Pages: 55-67 Issue: 1/2 Volume: 21 Year: 2024 Keywords: online shopping; e-retail; e-shopping orientation; trust; impulsive buying behaviour. File-URL: http://www.inderscience.com/link.php?id=140449 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:1/2:p:55-67 Template-Type: ReDIF-Article 1.0 Author-Name: Manu Jain Author-X-Name-First: Manu Author-X-Name-Last: Jain Author-Name: Saumya Dixit Author-X-Name-First: Saumya Author-X-Name-Last: Dixit Author-Name: Shilpa Sindhu Author-X-Name-First: Shilpa Author-X-Name-Last: Sindhu Author-Name: Amit Shukla Author-X-Name-First: Amit Author-X-Name-Last: Shukla Title: Examining the moderating role of gender and point of purchase platforms on eWOM intentions Abstract: Owing to uncertainty pertaining to online shopping, researchers have acknowledged the presence of positive eWOM on e-commerce websites as an important source of information. However, existing research does not explain the effect of beliefs on consumer attitude and intentions. Hence, drawing on the belief attitude intention model, this research examines the role of behavioural beliefs pertaining to economic incentives and altruism on attitude towards writing eWOM. Furthermore, the moderating role of gender and point of purchase platforms is also tested. Data collected from 277 millennials was analysed using structural equation modelling (SEM). The results indicate that behavioural beliefs pertaining to economic incentives and altruism are significant predictors of attitude, which further strengthens positive eWOM intentions. Furthermore, gender moderates the relation between altruism and attitude and point of purchase platforms moderates the economic incentives-attitude and attitude-intention relationship. Implications for theory and practitioners are also discussed. Journal: Int. J. of Internet Marketing and Advertising Pages: 68-83 Issue: 1/2 Volume: 21 Year: 2024 Keywords: e-tailer; brand website; positive eWOM; altruism; intention. File-URL: http://www.inderscience.com/link.php?id=140450 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:1/2:p:68-83 Template-Type: ReDIF-Article 1.0 Author-Name: Katherine Baxter Author-X-Name-First: Katherine Author-X-Name-Last: Baxter Author-Name: Rajab Ghandour Author-X-Name-First: Rajab Author-X-Name-Last: Ghandour Author-Name: Wendy Histon Author-X-Name-First: Wendy Author-X-Name-Last: Histon Title: Greenwashing and brand perception - a consumer sentiment analysis on organisations accused of greenwashing Abstract: This study analyses public sentiment from data mining twitter posts, both before and after greenwashing accusations were proven against eight established, well-known brands. The purpose of the exploration is to discover the extent to which greenwashing practice has a detrimental effect upon the consumer brand relationship. This effect is measured through customer comments via sentiment analysis. Applying data scraping techniques, data mining and sentiment analysis the authors measured the differences in consumer sentiment and positioning towards brands before and after the greenwashing scandals. Findings revealed that most brands showed a reduction in the number of Tweets directly after the greenwashing ruling. We apply brand transgression theory to explain our findings, which could be interpreted as consumer avoidance, in short, less engagement with the brand is evident, demonstrating consumer disapproval. Negative sentiment increased in the Tweets analysed, post greenwashing ruling for all brands, however, surprisingly, consumer trust with the brands was not altered and actually increased in the majority of cases. Journal: Int. J. of Internet Marketing and Advertising Pages: 149-179 Issue: 1/2 Volume: 21 Year: 2024 Keywords: greenwashing; advertisement; consumer; social media; twitter; data mining; sentiment analysis; brand transgression. File-URL: http://www.inderscience.com/link.php?id=140452 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:1/2:p:149-179 Template-Type: ReDIF-Article 1.0 Author-Name: Winee Saikia Author-X-Name-First: Winee Author-X-Name-Last: Saikia Author-Name: Abhigyan Bhattacharjee Author-X-Name-First: Abhigyan Author-X-Name-Last: Bhattacharjee Title: Estimating consumer brand engagement with brand equity via brand trust for organic retail products on social media Abstract: This study examined the purpose of brand trust as a mediator in the connection between consumer brand engagement and brand equity for organic retail products on social media. The integration of cognitive-affective-conative (CAC) and Aaker's brand equity model forms a conceptual framework that connects with consumer brand engagement, brand trust, and brand equity. To collect the information, a structured online questionnaire was administered, and 472 sample units in total who are engaged in organic retail products were considered for the study. The responses came from all over India (Eastern, Western Northern, Southern, Central and North-Eastern Zone). The overall effect, the direct effect, and the indirect effect of the relationship between consumer brand engagement and brand equity have been evaluated. To analyse the structural model and hypotheses, we used Smart PLS 4. The results indicated that brand trust plays a supportive role in partially mediating the relationship between consumer brand engagement and brand equity. Future research will gain advantages from the study's conceptual approach in comprehending the relationship between consumer brand engagement and brand equity for organic retail products marketed via social media platforms. Two higher-order models, one lower-order model, and the potential for future research were included in our study. Journal: Int. J. of Internet Marketing and Advertising Pages: 118-148 Issue: 1/2 Volume: 21 Year: 2024 Keywords: consumer brand engagement; brand equity; social media; organic retail products; brand trust; cognitive-affective-conative; CAC. File-URL: http://www.inderscience.com/link.php?id=140460 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:1/2:p:118-148 Template-Type: ReDIF-Article 1.0 Author-Name: Mohammad Mominul Islam Author-X-Name-First: Mohammad Mominul Author-X-Name-Last: Islam Author-Name: Mostofa Mahmud Hasan Author-X-Name-First: Mostofa Mahmud Author-X-Name-Last: Hasan Author-Name: Md. Abu Sayem Author-X-Name-First: Md. Abu Author-X-Name-Last: Sayem Author-Name: Asifa Reza Author-X-Name-First: Asifa Author-X-Name-Last: Reza Author-Name: Md. Nuruzzaman Author-X-Name-First: Md. Author-X-Name-Last: Nuruzzaman Title: Consumers' trust in digital marketing and their perceived experiences: evidence from Bangladesh Abstract: This study intends to unfold consumers' perceptions of the trust issues of digital marketing during online purchases. It followed a survey of 375 customers with purposive sampling. The analysis used frequency distribution to know the consumers' perceptions and a binary logistic regression model to identify essential factors impacting trust issues in online purchasing. The analysis illustrated that most respondents showed sufficient faith in the purchasing variables before buying. However, their impression afterward showed a negative attitude toward online product purchases, and purchasing frequency, stock product availability before purchasing, and return policy after purchasing as the most critical factors influencing the consumers' trust. This study can help the consumers and other stakeholders to make sound decisions about the trust issues in digital marketing and the perceived experiences of the consumers. Journal: Int. J. of Internet Marketing and Advertising Pages: 26-54 Issue: 1/2 Volume: 21 Year: 2024 Keywords: consumers' perception; trust issues; digital marketing; online purchase; internet marketing; e-marketing; binary logistic regression model; Bangladesh. File-URL: http://www.inderscience.com/link.php?id=140466 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:1/2:p:26-54 Template-Type: ReDIF-Article 1.0 Author-Name: Mohamad Bash Author-X-Name-First: Mohamad Author-X-Name-Last: Bash Author-Name: Anupam Bandyopadhyay Author-X-Name-First: Anupam Author-X-Name-Last: Bandyopadhyay Title: The mediation effect of emotional attachment between influencer and customer behaviours Abstract: The present study seeks to probe into the perceptions of followers' attachment to influencers, focusing specifically on emotional attachment. To gauge the extent of the emotional bond, our research study investigates the influence of two key factors, hedonism, and homophily, on followers' attachment to influencers. The findings suggest that various attributes associated with social media influencers, such as content presentation, content credibility, popularity, and communication, play a significantly positive role in nurturing emotional attachment among followers. This emotional attachment, in turn, fosters a favourable behavioural intention towards the influencers. Furthermore, our research reveals that the hedonic and homophily factors act as significant moderators, further enhancing followers' behavioural intentions by strengthening the emotional attachment between them and the influencers. The insights from this study can prove invaluable to content-driven influencer strategies seeking to attract a larger following and influence followers' intentions to recommend and continue following these influencers along with the marketers. Journal: Int. J. of Internet Marketing and Advertising Pages: 202-233 Issue: 1/2 Volume: 21 Year: 2024 Keywords: social media influencer; emotional attachment; behavioural intention; homophily; hedonism. File-URL: http://www.inderscience.com/link.php?id=140471 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:1/2:p:202-233 Template-Type: ReDIF-Article 1.0 Author-Name: Mehak Goyal Author-X-Name-First: Mehak Author-X-Name-Last: Goyal Author-Name: Pankaj Deshwal Author-X-Name-First: Pankaj Author-X-Name-Last: Deshwal Title: Online customer experience: a review based on theories Abstract: The purpose of this study is to classify and summarise the online customer experience research (hereafter OCE), determine the theoretical perspectives that are used to conceptualise it, and to present advance theoretical framework that can be used in future research in this domain. The article reviewed a set of 100 research articles in online customer experience research with respect to various theories and approaches applied. 328 research articles, which are published during 2000-2022 were collected from Scopus database out of which 100 were chosen for critical review. Literature on OCE perceives on various levels and presents two approaches: static and dynamic level, which further expands into relationship and techno-ship levels in this review. Additional theories and framework such as consumer culture theory, assemblage theory are suggested to better understand the holistic nature of OCE. To the knowledge of the authors, it is the first of its kind to attempt to critical review the theoretical perspective of OCE research. This study addresses two relevant research gaps. First, no study focuses on both organisational as well as customer perspectives. Second, there are various unexplored theories and approaches, which can better explain the OCE domain. Journal: Int. J. of Internet Marketing and Advertising Pages: 84-117 Issue: 1/2 Volume: 21 Year: 2024 Keywords: online customer experience; level of customer experience; epistemology level; customer satisfaction; TAM; consumer culture theory; stimulus-organism-response; consistency theory; consumer perspective; organisational perspective; static level; dynamic level. File-URL: http://www.inderscience.com/link.php?id=140477 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:1/2:p:84-117 Template-Type: ReDIF-Article 1.0 Author-Name: Tilottama G. Chowdhury Author-X-Name-First: Tilottama G. Author-X-Name-Last: Chowdhury Author-Name: Feisal Murshed Author-X-Name-First: Feisal Author-X-Name-Last: Murshed Author-Name: Meghan Messier Author-X-Name-First: Meghan Author-X-Name-Last: Messier Title: Reassessing brand versus concept associations: comparing free association task and sensory cue-based task Abstract: Brand associations can trigger memories of people, places, and emotions that are desirable and as such, creating and maintaining a unique set of brand associations in the consumers' mind space takes on increasing importance in today's interactive marketing environment. This article explores an important variation in the nature and dynamics of brand associations based on two distinct approaches: free association task versus sensory cue-based task. Studies 1a and 2a employed the sensory cue-based task (related to the sound, taste, touch, smell, and sight) and studies 1b and 2b utilised the traditional free association approach to extract participants' brand associations pertaining to a financial service brand and the concept associations related to financial security. Findings indicate that the free association task evokes tangible associations and conversely, the sensory cue-based task evokes intangible associations. The article contributes to branding theory, marketing communication literature, and offers managerial insights. Journal: Int. J. of Internet Marketing and Advertising Pages: 119-140 Issue: 2 Volume: 20 Year: 2024 Keywords: brand association; concept association; free association task; sensory cue-based task; brand communication. File-URL: http://www.inderscience.com/link.php?id=137918 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:2:p:119-140 Template-Type: ReDIF-Article 1.0 Author-Name: Massoud Moslehpour Author-X-Name-First: Massoud Author-X-Name-Last: Moslehpour Author-Name: Alaleh Dadvari Author-X-Name-First: Alaleh Author-X-Name-Last: Dadvari Author-Name: Pei-Kuan Lin Author-X-Name-First: Pei-Kuan Author-X-Name-Last: Lin Author-Name: Erdenebaatar Odgerel Author-X-Name-First: Erdenebaatar Author-X-Name-Last: Odgerel Title: The role of internet celebrities in purchase intention and impulse buying Abstract: With the introduction of social media, celebrity endorsement has become trendy, influencing commercial strategy. While the economic impact of impulsive purchasing is well known globally, a model is developed to investigate the relationship between internet celebrity endorsement and impulsive buying. The article looks into whether purchasing behaviour and e-WOM are linked to buying behaviour. An online survey of 426 using structural equation modelling (SEM) investigates the relationships among constructs. The results demonstrate a link between Internet celebrity endorsement and impulsive buying. Skincare purchase intent is closely linked to impulsive buying with electronic word of mouth as partial mediator. This study examines the impact of celebrity recommendations in cyberspace using planned behaviour, social identity, and response theory. It also shows how to efficiently recruit celebrity endorsers to increase client purchase intent, which promotes impulsive buying. Researchers and beauty product marketers can better understand consumer behaviour to target clients. Journal: Int. J. of Internet Marketing and Advertising Pages: 141-163 Issue: 2 Volume: 20 Year: 2024 Keywords: internet celebrity endorsement; ICE; electronic word-of-mouth; e-WOM; purchase intention; impulsive buying behaviour; IBB. File-URL: http://www.inderscience.com/link.php?id=137919 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:2:p:141-163 Template-Type: ReDIF-Article 1.0 Author-Name: Kimberley Hardcastle Author-X-Name-First: Kimberley Author-X-Name-Last: Hardcastle Author-Name: Prabash Edirisingha Author-X-Name-First: Prabash Author-X-Name-Last: Edirisingha Author-Name: Paul Cook Author-X-Name-First: Paul Author-X-Name-Last: Cook Title: Identifying sources of noise within the networked interplay of marketing messages in social media communication Abstract: Social media networks include multiple platforms, devices, human and non-human actors with varying functionalities, making message noise inevitable. The constructed nature of message noise and its influence on shaping meaning is documented; however, the types of noise and how this noise operates within the network require exploration to enhance understanding. Drawing on observations made during a 21-month Netnography of a service brand's hashtag community, we collected a dataset comprising 1,000 screenshots from Instagram and Twitter. Results reveal the network creating noise at five key interception points interrupts social media message meanings. Findings reveal three different types of noise that emerge within the network. This includes technical, material and architectural noise. Findings contribute to managing effective communication and identify variables that have not previously been discussed. This helps marketers and advertisers to understand the operationalisation of noise type and noise interception in the social media environment, offering practitioners a competitive advantage and the opportunity to support consumers in overcoming technological barriers when accessing marketing messages in the digital realm. Journal: Int. J. of Internet Marketing and Advertising Pages: 164-187 Issue: 2 Volume: 20 Year: 2024 Keywords: social media communication; platform functionality; technology devices; marketing messages; internet message noise; network configuration. File-URL: http://www.inderscience.com/link.php?id=137920 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:2:p:164-187 Template-Type: ReDIF-Article 1.0 Author-Name: Abhay Jain Author-X-Name-First: Abhay Author-X-Name-Last: Jain Author-Name: Suzanee Malhotra Author-X-Name-First: Suzanee Author-X-Name-Last: Malhotra Title: Examining the relationship among sensory brand experience, brand love, brand advocacy and brand commitment using a comparative study of three brands of social networking sites Abstract: This paper seeks to analyse the impact of sensory brand experience of three popular brands of SNSs on the feelings of brand love for the millennials. Further, the impact of brand love on brand advocacy and brand commitment for the three brands is examined. Using self-administered online survey questionnaire responses collected from 750 active millennial users of Facebook, Instagram, and WhatsApp, the research hypotheses are evaluated using factor analysis and structural equation modelling (SEM). The findings support that sensory brand experience has an impact on brand love and that further brand love also impacts the advocacy and commitment for the brands. This study seeks to enrich the brand love literature by exploring sensory brand experience (a sub-dimension of broader brand experience notion) which has not been extensively studied in the past, that too for millennials from an Indian sub-continent perspective. Journal: Int. J. of Internet Marketing and Advertising Pages: 235-252 Issue: 3/4 Volume: 21 Year: 2024 Keywords: brand advocacy; brand commitment; sensory brand experience; brand love; millennials; social networking sites; SNSs. File-URL: http://www.inderscience.com/link.php?id=142784 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:235-252 Template-Type: ReDIF-Article 1.0 Author-Name: Megha Agarwal Author-X-Name-First: Megha Author-X-Name-Last: Agarwal Author-Name: Utkal Khandelwal Author-X-Name-First: Utkal Author-X-Name-Last: Khandelwal Title: Research on anthropomorphism in the 21st century: a bibliometric study Abstract: This paper scrutinises the extant research literature on anthropomorphism, the first-ever in the field, using the bibliometric technique. The study analyses 342 articles from Scopus and Web of Science databases published from 2000 till May 2022, using the bibliometric tool 'Biblioshiny' and network visualisations tool 'VOSviewer'. The paper presents descriptive analysis, science mapping and thematic evolution of the domain and attempts to identify the evolving research avenues. The results indicate that the domain has grown prodigiously over the period, thus justifying a synthesis of the research done so far. Nicholas Epley and Adam Waytz are the most prolific authors. The USA happens to be the most prolific country, but unfortunately, not much collaborative. Several themes that are pivotal, yet budding, are in the areas of marketing, for instance, advertising, purchase intention and brand love, warrant exploration. The study culminates in the suggestions for future researchers, theoretical and managerial implications. Journal: Int. J. of Internet Marketing and Advertising Pages: 188-215 Issue: 2 Volume: 20 Year: 2024 Keywords: anthropomorphism; literature review; bibliometric analysis; science mapping; thematic; Biblioshiny. File-URL: http://www.inderscience.com/link.php?id=137921 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:2:p:188-215 Template-Type: ReDIF-Article 1.0 Author-Name: Lina Marcela Padilla-Delgado Author-X-Name-First: Lina Marcela Author-X-Name-Last: Padilla-Delgado Author-Name: Alexander Zuñiga-Collazos Author-X-Name-First: Alexander Author-X-Name-Last: Zuñiga-Collazos Title: Online brand experience for a tourist destination and its influence in behavioural intentions in post-visit stage Abstract: Nowadays, in order to attract more tourist attention, destinations have decided to focus on marketing, in particular, the experience a tourist may involve before, during and after engaging with the destination. The present study aims to work on the gap of quantitatively test and analyse the six dimensions of online brand experience and its relationship with behavioural intentions. The research methodology proposes a model using a sample of 112 national tourists who have visited the City of Cali. The data analysis is performed through a partial least squares (PLS) model using the SMARTPLS software. The study identifies positive and direct relationships between brand experience and the behavioural intentions of the national tourist in post-visit context. It highlights the role of the different media platforms within the path of living the brand experience in an online context. Journal: Int. J. of Internet Marketing and Advertising Pages: 253-269 Issue: 3/4 Volume: 21 Year: 2024 Keywords: brand experience; online platforms; recommendation intention; re-purchase intention; tourism destination; social media platforms; sensorial dimension; social dimension; interactive dimension; intellectual dimension; comportamental dimension. File-URL: http://www.inderscience.com/link.php?id=142785 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:253-269 Template-Type: ReDIF-Article 1.0 Author-Name: Thamrin Selamet Author-X-Name-First: Thamrin Author-X-Name-Last: Selamet Author-Name: Tirta Nugraha Mursitama Author-X-Name-First: Tirta Nugraha Author-X-Name-Last: Mursitama Author-Name: Asnan Furinto Author-X-Name-First: Asnan Author-X-Name-Last: Furinto Author-Name: Pantri Heriyati Author-X-Name-First: Pantri Author-X-Name-Last: Heriyati Title: Improving multilevel marketing firm performance through network externality and digital technology support Abstract: Today's growth and development of digital technology have had an impact on a variety of businesses and industries. As a result, the multilevel marketing (MLM) industry must likewise embrace digital technologies. However, engaging MLM firms to utilise digital technology is a complex process. This study examines the relationship between network externality, digital adoption capability and MLM firm performance. This study uses a quantitative research method with a sample of 184 MLM companies in Indonesia. The data are taken by spreading the questionnaire. The findings revealed that the ability to adopt digital does not necessarily directly improve firm performance and instead must be mediated by network externality in terms of improving firm performance. Although turbulent technology has less influence on this industry, it should be considered during the strategy development process. This study found new empirical evidence that network externalities are an essential aspect of the MLM company's growth. The findings are projected to contribute to the network marketing business and management growth significantly. Journal: Int. J. of Internet Marketing and Advertising Pages: 216-228 Issue: 2 Volume: 20 Year: 2024 Keywords: network marketing; multilevel marketing; MLM; network externality; digital adoption; technology turbulence. File-URL: http://www.inderscience.com/link.php?id=137922 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:20:y:2024:i:2:p:216-228 Template-Type: ReDIF-Article 1.0 Author-Name: Md. Monirul Islam Author-X-Name-First: Md. Monirul Author-X-Name-Last: Islam Author-Name: Fathema Farjana Hani Author-X-Name-First: Fathema Farjana Author-X-Name-Last: Hani Title: Model of consumers' stockpiling behaviour during the COVID-19 pandemic Abstract: This study aims to determine and discuss how perceived threat of COVID-19 disease, exposure to social media, and self-efficacy influence perceived risk and fear of product shortage; and how perceived risk and fear influence consumers' stockpiling behaviour. A questionnaire was created in Google forms and used to collect data from 290 household consumers. After testing the scale items' reliability and validity, structural equation modelling (SEM) and hypothesis tests were used to validate the model. The findings indicate that perceived threat COVID-19 disease and self-efficacy positively influence perceived risk, perceived threat of COVID-19 disease, self-efficacy, and perceived risk affect fear insignificantly, and fear and perceived risk significantly affect stockpiling behaviour. Besides contributing to the literature, this research helps to explore customers' stockpiling behaviour, providing knowledge that will pave the way to balancing the demand and supply in the market. With knowledge of the stockpiling behaviour that occurs during the pandemic, marketers and policymakers in every country can take proactive measures. Journal: Int. J. of Internet Marketing and Advertising Pages: 270-296 Issue: 3/4 Volume: 21 Year: 2024 Keywords: COVID-19; stockpiling behaviour; non-perishable goods; self-efficacy; perceived risk; fear. File-URL: http://www.inderscience.com/link.php?id=142786 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:270-296 Template-Type: ReDIF-Article 1.0 Author-Name: Letizia Alvino Author-X-Name-First: Letizia Author-X-Name-Last: Alvino Author-Name: Carolina Herrando Author-X-Name-First: Carolina Author-X-Name-Last: Herrando Author-Name: Efthymios Constantinides Author-X-Name-First: Efthymios Author-X-Name-Last: Constantinides Title: Discovering the art of advertising using neuromarketing: a literature review on physiological and neurophysiological measures of ads Abstract: This study expands the domain of neuromarketing (and/or consumer neuroscience) by providing an overview of the current state of the art and the future directions of neuromarketing research for digital, social, and mobile marketing. Using a scoping review, we analyse the use of neuroscience tools in different contexts, such as digital marketing, social media, and mobile marketing. We selected a total of 68 articles in the field. Our findings indicate that neuromarketing contributes to studying online advertising in areas such as effectiveness, persuasion, preferences, feature salience and user experience. We find that eye tracking and electroencephalography are the most used tools in neuromarketing research. Our findings also indicate that two new techniques are currently used to test online advertisements: voice analysis and breathing analysis. Journal: Int. J. of Internet Marketing and Advertising Pages: 297-330 Issue: 3/4 Volume: 21 Year: 2024 Keywords: consumer neuroscience; neuromarketing; literature review; DSMM marketing; online advertising; advertisement; digital marketing; social media and mobile marketing. File-URL: http://www.inderscience.com/link.php?id=142791 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:297-330 Template-Type: ReDIF-Article 1.0 Author-Name: Nikhil Khajuria Author-X-Name-First: Nikhil Author-X-Name-Last: Khajuria Author-Name: Suresh Kumar Kashyap Author-X-Name-First: Suresh Kumar Author-X-Name-Last: Kashyap Title: Emerging research on integration of blockchain in marketing: a bibliometric analysis Abstract: Blockchain is a revolutionary, decentralised, repeatable distributed ledger technology that has the power to transform the conventional business landscape in marketing. This study includes a bibliometric analysis of academic literature on the uses, and effects of the adoption of blockchain-based technology in marketing. With a final sample of 109 papers published between 2016 and 2023, first, we identified literary elements that had a significant impact based on highly cited articles, keywords, authors and publications. Afterwards, through a systematic review of academic literature of implication of blockchain in marketing, this study provides the potential application of blockchain in seven core marketing areas namely transactions between the parties, disintermediation, data and data analytics, digital marketing, privacy and security, loyalty programme and payment. This study adds great value to scholars by providing insight into trends and keyword patterns. Finally, the study suggests various lines of inquiry for additional studies on the subject. Journal: Int. J. of Internet Marketing and Advertising Pages: 356-382 Issue: 3/4 Volume: 21 Year: 2024 Keywords: blockchain; marketing integration; bibliometric analysis; citation analysis; keyword analysis. File-URL: http://www.inderscience.com/link.php?id=142795 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:356-382 Template-Type: ReDIF-Article 1.0 Author-Name: Iman Aghaei Author-X-Name-First: Iman Author-X-Name-Last: Aghaei Author-Name: Elham Sekandari Author-X-Name-First: Elham Author-X-Name-Last: Sekandari Title: Clicks to comfort: the magic of social media marketing in the hotel service industry Abstract: Given the prominence of using social media as a marketing technique and the lack of attention to how to benefit from this method in the hospitality industry, this study aims to investigate the interrelationships between perceived social media marketing, brand attitude, purchasing intention, post-purchase behaviour of hotels' customers, and brand cognition as a moderator. The data were collected from 259 customers of four international hotels in Istanbul, Turkey. The results were analysed using the PLS-SEM approach by SmartPLS 3 software. The findings illustrate that social media marketing had a significant effect on brand attitude, and brand attitude had a positive impact on customers' purchase and EWOM intention. Moreover, the moderation test indicates that social media marketing is more positively related to brand attitude when brand cognition increases. From a practical view, hotel managers and associated decision-makers may use these findings to develop well-designed and valuable advertising campaigns using social media. Journal: Int. J. of Internet Marketing and Advertising Pages: 331-355 Issue: 3/4 Volume: 21 Year: 2024 Keywords: brand attitude; brand cognition; consumer behaviour; electronic word of mouth; EWOM; perceived social media marketing; purchase intention. File-URL: http://www.inderscience.com/link.php?id=142796 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:331-355 Template-Type: ReDIF-Article 1.0 Author-Name: Claudia Gita Hapsari Author-X-Name-First: Claudia Gita Author-X-Name-Last: Hapsari Author-Name: Haris Maupa Author-X-Name-First: Haris Author-X-Name-Last: Maupa Author-Name: Otto Randa Payangan Author-X-Name-First: Otto Randa Author-X-Name-Last: Payangan Title: Augmented reality marketing in online retail industry: the moderating role of personality traits Abstract: Augmented reality has been hailed as the future of online retailing due to its ability to improve the online shopping experience at the pre-purchase stage. Based on the stimulus-organism-responses theory, this research investigates how augmented reality features influence customers' evaluation of hedonic value and utilitarian value, which in turn positively influence their online impulse buying intention. This research also explores how personality, measured by the big five personality traits, moderates the effect of customers' internal evaluation on their online impulse buying intention. The novel findings confirm that augmented reality features positively influence hedonic value and utilitarian value, which in turn positively affect their online impulse buying intention of makeup products. This research also finds that extraversion, agreeableness, and neuroticism moderate the effect of utilitarian value on online impulse buying intention. On the contrary, only neuroticism moderates the effect of hedonic value on online impulse buying intention. Journal: Int. J. of Internet Marketing and Advertising Pages: 383-417 Issue: 3/4 Volume: 21 Year: 2024 Keywords: augmented reality; AR; online impulse buying intention; big five personality traits. File-URL: http://www.inderscience.com/link.php?id=142809 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:383-417 Template-Type: ReDIF-Article 1.0 Author-Name: Phuong Viet Le-Hoang Author-X-Name-First: Phuong Viet Author-X-Name-Last: Le-Hoang Title: Relationship between escape from negative feelings, gratitude, altruism, and willingness to donate on Instagram: a structural equation modelling approach Abstract: The purpose of this research is to identify and measure the relationship between escape from negative feelings, gratitude, altruism, and willingness to donate among Instagram users. The study collected 504 valid questionnaires through online and in-person survey methods. The results of the data analysis show that escape from negative feelings affects gratitude, gratitude affects altruism, and altruism affects users' willingness to donate. The study provides insights into the relationship between escape from negative feelings, gratitude, altruism, and willingness to donate on the social networking platform Instagram. As a result, it helps businesses launch effective advertising and branding campaigns. At the same time, as companies develop their brand stories, they will attract and entertain users. Ultimately, this generates sales profits. Journal: Int. J. of Internet Marketing and Advertising Pages: 418-439 Issue: 3/4 Volume: 21 Year: 2024 Keywords: escape from negative feelings; gratitude; altruism; willingness to donate; WTD; Instagram. File-URL: http://www.inderscience.com/link.php?id=142813 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:21:y:2024:i:3/4:p:418-439