Template-Type: ReDIF-Article 1.0
Author-Name: Manijeh Bahrainizad
Author-X-Name-First: Manijeh
Author-X-Name-Last: Bahrainizad
Author-Name: Hamid Izadi
Author-X-Name-First: Hamid
Author-X-Name-Last: Izadi
Title: Segmenting consumers on social networks based on individual motivations for engagement in eWOM communication with self-organising maps
Abstract:
Social networks allow consumers to share marketing content and advertise products for free through electronic word-of-mouth (eWOM) communication. Consumers regularly share eWOM regarding their motivations. Some of these motivations have been identified in previous studies. This study aimed to understand how consumers can be segmented on social networks according to the individual motivations for engagement in eWOM. A self-organising map was used for segmentation. Data were collected by sending questionnaire links to 385 Iranian users of Telegram, Facebook, and Instagram using a convenience sampling method. A total of three segments were identified: active users with low individual motivation, who spent a relatively long time on social networks, but had low individual motivations to participate in eWOM activities. Active users with high individual motivations were young users who devoted the most time to social networks and were highly motivated. Finally, inactive users with individual motivations who despite having sufficient individual motivations, spent very little time on social networks. This study, by applying a self-organising map for segmenting consumers on social networks, provides insights into how companies should make strategies to engage consumers in eWOM communication, taking into account individual motivations.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 1-32
Issue: 1
Volume: 22
Year: 2025
Keywords: electronic word-of-mouth communication; eWOM; individual motivations; segmentation; self-organising maps; SOMs; social networks.
File-URL: http://www.inderscience.com/link.php?id=144182
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:1:p:1-32

Template-Type: ReDIF-Article 1.0
Author-Name: Prima Andriani
Author-X-Name-First: Prima
Author-X-Name-Last: Andriani
Author-Name: Sahid Susilo Nugroho
Author-X-Name-First: Sahid Susilo
Author-X-Name-Last: Nugroho
Title: The effects of personalisation on advertising value and attitude in the case of Indonesian e-marketplace
Abstract:
This study aimed to examine perceptions of personalisation, incentives, timeliness, advertising value, and attitude in Indonesian e-marketplaces. It also investigated the roles of incentives and timeliness in mediating the relationship between personalisation and advertising value. Moreover, it examined the role of advertising value in mediating the relationship between personalisation and attitude. The sample in this study is the users of e-marketplaces, with a total of 376 respondents selected by the purposive sampling method. This study used structural equations modelling (SEM) to test the hypotheses proposed. The findings indicate that for personalisation in advertising to have value, a communication strategy is needed that involves incentives and timeliness in delivering advertisements so that the advertisement gets a good response from customers. This research contributes to the understanding that data profiles and track records of product searches by customers become big data to map personalised product offering strategies.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 33-50
Issue: 1
Volume: 22
Year: 2025
Keywords: advertising value; attitude; incentives; personalisation; timeliness.
File-URL: http://www.inderscience.com/link.php?id=144189
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:1:p:33-50

Template-Type: ReDIF-Article 1.0
Author-Name: Krishanu Bhattacharyya
Author-X-Name-First: Krishanu
Author-X-Name-Last: Bhattacharyya
Author-Name: Bikash Ranjan Debata
Author-X-Name-First: Bikash Ranjan
Author-X-Name-Last: Debata
Author-Name: Rajeev Verma
Author-X-Name-First: Rajeev
Author-X-Name-Last: Verma
Title: A model for understanding the customer experience landscape from business-to-business context: theorisation from the journey of Indian service technology firms
Abstract:
Customer experience (CX) refers to the overall holistic perception of the brand in the mind of the customers. According to reputed research firm IDC, the spending in CX grew approximately from $550 billion in 2019 to $640 billion by 2022 (Ross, 2019). Even in 2023, majority of the companies are expected to spend higher amount in CX related spent by an average of 24% compared to last year (Gareiss, 2022). However, the recent hype cycle report from Gartner has highlighted the fact that the priorities for CX landscape are changing drastically (Davis, 2022). This paper adopts a focus group methodology and studies the concept, barriers and opportunities of CX in the B2B context of Indian service technology firms. The findings of this paper reveal that usage of right form of data clubbed with technology enablers can aid towards the positive CX experience.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 51-71
Issue: 1
Volume: 22
Year: 2025
Keywords: customer experience; CX; B2B customer experience; CX process; B2B marketing; CX in B2B context; case study; qualitative research; Gioia methodology; focus group discussion.
File-URL: http://www.inderscience.com/link.php?id=144190
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:1:p:51-71

Template-Type: ReDIF-Article 1.0
Author-Name: Sohail Ahmad
Author-X-Name-First: Sohail
Author-X-Name-Last: Ahmad
Author-Name: Li Liang
Author-X-Name-First: Li
Author-X-Name-Last: Liang
Author-Name: Ahmad Iqbal
Author-X-Name-First: Ahmad
Author-X-Name-Last: Iqbal
Author-Name: Irshad Hussain Sarki
Author-X-Name-First: Irshad Hussain
Author-X-Name-Last: Sarki
Title: Beyond likes and shares: the secret to building stronger brands on social media from a privacy calculus perspective
Abstract:
Nowadays, social media platforms are becoming an integral part of marketing strategies. Social media success is measured by consumer engagement. This new technology gives organisations new ways to communicate with consumers. To engage with consumers, the organisation created online communities. Despite their significance, there is still a lack of understanding of what keeps users actively engaged in online communities. The study investigates the influence of social media marketing activity in building brand loyalty through community engagement. Moreover, to understand community information disclosure concerns, this study determines the influence of privacy calculus on community engagement. We developed a conceptual framework using SOR, S-D logic, and privacy calculus theories. Using purposive sampling, online surveys were conducted from 465 global cosmetic brand followers on social network sites. This study found that SMMa has a massive potential to build brand loyalty and community engagement is the crucial mediator between SMMa and brand loyalty.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 72-97
Issue: 1
Volume: 22
Year: 2025
Keywords: SMMa; community engagement; brand loyalty; privacy calculus; SOR theory; S-D logic theory.
File-URL: http://www.inderscience.com/link.php?id=144205
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:1:p:72-97

Template-Type: ReDIF-Article 1.0
Author-Name: Pedro Cuesta-Valiño
Author-X-Name-First: Pedro
Author-X-Name-Last: Cuesta-Valiño
Author-Name: Natacha López-Hernando
Author-X-Name-First: Natacha
Author-X-Name-Last: López-Hernando
Author-Name: Cristina Loranca-Valle
Author-X-Name-First: Cristina
Author-X-Name-Last: Loranca-Valle
Title: Understanding loyalty and their main antecedents in the e-banking sector: a bibliometric analysis
Abstract:
This study collates a thorough review of the academic-scientific literature on e-loyalty through a bibliometric study conducted on 238 references related to the loyalty of e-banking users between 1997 and 2022. The results of this analysis indicate that the main variables involved in banking e-loyalty are satisfaction, trust, service quality and word of mouth. These variables have been extensively studied in the marketing literature. However, there is very little research on e-banking relating all these variables. The main contribution of this paper is the relevant information obtained on the state-of-the-art loyalty in the e-banking sector, identifying the variables where the literature relies on the most to explain e-loyalty through new technologies. This study is especially interesting for researchers in this area. In turn, it is relevant for managers of financial institutions since this compilation can help implement new strategies in their digitisation processes based on scientific literature.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 98-125
Issue: 1
Volume: 22
Year: 2025
Keywords: e-banking; m-banking; e-loyalty; satisfaction; trust; service quality; word of mouth; bibliometric analysis; antecedents of loyalty; literature review.
File-URL: http://www.inderscience.com/link.php?id=144209
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:1:p:98-125

Template-Type: ReDIF-Article 1.0
Author-Name: Nesrine Mzid
Author-X-Name-First: Nesrine
Author-X-Name-Last: Mzid
Author-Name: Amel Chaabouni
Author-X-Name-First: Amel
Author-X-Name-Last: Chaabouni
Title: A framework for mobile social networks advertising effectiveness attributes and its effects on the behavioural intentions of North African cyberconsumers
Abstract:
This research aims to study the main attributes that predict advertising effectiveness via the mobile social network services (SNS) and their relationship with the advertising effectiveness which influences cyberconsumers' purchase intentions. A quantitative study was conducted on a sample of 430 Tunisian cyberconsumers (North Africa) who frequently use their mobile phones. Particularly, the theory of uses and gratifications adapted in the context of this research is used to analyse the reactions of online consumers to the use of social media. The method of structural equations based on the AMOS approach was deployed for data analysis. The results reveal a positive effect of content relevance, mobile convenience, perceived control, context relevance, personal profile convenience and social influence on effectiveness of mobile advertising via social networks services. In other words, this research provides the necessary steps for creating effective advertising messages with the aim of obtaining positive reactions to mobile advertising.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 127-161
Issue: 2
Volume: 22
Year: 2025
Keywords: mobile advertising; mobile social networking service; social networking service; SNS; advertising attributes; advertising effectiveness; behavioural intentions of cyberconsumers.
File-URL: http://www.inderscience.com/link.php?id=145048
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:2:p:127-161

Template-Type: ReDIF-Article 1.0
Author-Name: Nurdin Hidayah
Author-X-Name-First: Nurdin
Author-X-Name-Last: Hidayah
Author-Name: Vanessa Gaffar
Author-X-Name-First: Vanessa
Author-X-Name-Last: Gaffar
Author-Name: Meta Arief
Author-X-Name-First: Meta
Author-X-Name-Last: Arief
Title: Search marketing: systematic literature review
Abstract:
This study aims a systematic and thorough evaluation of the literature on search marketing (SM). To assess the evolution of SM research through time, this work synthesises the literature on SM with the preferred reporting items for systematic reviews and meta-analysis (PRISMA) approach and divides the analysis based on theory, context, characteristics, and methods (TCCM). The examination of the literature demonstrates that research on SM is restricted to the fields of search engine marketing and search engine optimisation. We have also created an integrated conceptual framework that illustrates the interrelationships between variables based on the synthesis. In addition, we have suggested some future study topics and identified several neglected settings and priorities. This review adds to the realm of internet marketing both theoretically and practically.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 162-186
Issue: 2
Volume: 22
Year: 2025
Keywords: search engine marketing; SEM; search engine optimisation; SEO; search marketing; SM; apps search optimisation; search optimisation on marketplace; SOM; systematic literature review; SLR.
File-URL: http://www.inderscience.com/link.php?id=145058
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:2:p:162-186

Template-Type: ReDIF-Article 1.0
Author-Name: Ishani Patharia Chopra
Author-X-Name-First: Ishani Patharia
Author-X-Name-Last: Chopra
Author-Name: Tanu Jain
Author-X-Name-First: Tanu
Author-X-Name-Last: Jain
Author-Name: Sanjay Gupta
Author-X-Name-First: Sanjay
Author-X-Name-Last: Gupta
Title: Prioritising factors affecting online shopping behaviour: a fuzzy AHP approach
Abstract:
Digitalisation has raised the interest of a number of people in online shopping. The humongous growth of online shoppers has enhanced the challenges for e-retailers to understand the dynamic online shoppers' behaviour Therefore, the present study aims to understand the priority assigned to various factors that affect online shopping behaviour. Data was collected from 641 Indian online shoppers through a well-structured questionnaire using the snowball sampling technique. The result of fuzzy-AHP method indicate that habit (H) is the most important factor determining online shopping behaviour whereas social influence (SI) and hedonic motive (HM) are the least influential ones. Moreover, the most influential sub-criterion is the filter option of shopping websites that eases customers to access what they want. The present study offer practical implications to help e-retailers for developing effective strategies to overcome the challenges of attracting and satisfying online customers.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 187-213
Issue: 2
Volume: 22
Year: 2025
Keywords: buying behaviour; fuzzy analytical hierarchy process; F-AHP; online customers; online shopping behaviour; online shopping motivation; young customers.
File-URL: http://www.inderscience.com/link.php?id=145067
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:2:p:187-213

Template-Type: ReDIF-Article 1.0
Author-Name: Attia Abdelkader Ali
Author-X-Name-First: Attia Abdelkader
Author-X-Name-Last: Ali
Author-Name: Ahmed A. Khalil
Author-X-Name-First: Ahmed A.
Author-X-Name-Last: Khalil
Author-Name: Gamal S. Alhawbani
Author-X-Name-First: Gamal S.
Author-X-Name-Last: Alhawbani
Title: Navigating the banking landscape: the power of social media communication
Abstract:
This research aims to determine the effect of each user-generated (UG) and firm-created (FC) communication on the customer's behavioural intentions (CBI) with the role of overall brand equity (OBE) and brand attitude (BA) in this relationship by applying it to the banking industry. The study was conducted quantitatively, and data were collected from 249 Egyptian bank customers using a web-based questionnaire. The research data were analysed using structural equation modelling (SEM). This research concluded that UG and FC communication positively and significantly influenced CBI, OBE, and BA. Moreover, there was a positive relationship between OBE, BA, and CBI. Besides, OBE and BA mediate the relationship between UG, FC communication, and CBI. The outcomes of this research give Egyptian bank executives and brand owners crucial marketing communication on the content of brands on social media platforms.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 214-240
Issue: 2
Volume: 22
Year: 2025
Keywords: social media communication; SMC; banking industry; behavioural intentions; brand attitude; BA; overall brand equity; OBE; Egypt; user-generated; UG; firm-created; FC.
File-URL: http://www.inderscience.com/link.php?id=145070
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:2:p:214-240

Template-Type: ReDIF-Article 1.0
Author-Name: Rishikesh Bhaiswar
Author-X-Name-First: Rishikesh
Author-X-Name-Last: Bhaiswar
Author-Name: N. Meenakshi
Author-X-Name-First: N.
Author-X-Name-Last: Meenakshi
Author-Name: Deepak Chawla
Author-X-Name-First: Deepak
Author-X-Name-Last: Chawla
Title: eWOM – consumer's tryst with trust and transitions – a qualitative study
Abstract:
The study highlights how online shoppers build, erode, or make trust superfluous in obtaining eWOM communications. Further, the study traces when, why and how online shoppers transition between offline word of mouth (WOM) and eWOM communications. The qualitative investigation involved collecting data by conducting four focus group discussions (FGD) and five in-depth interviews from online shoppers purchasing electronic gadgets using eWOM information. The initial coding was used to get an overview of entire datasets, and final coding was applied to categorise data into fewer category themes and subthemes. The findings of this study unveiled that online shoppers attributed trust to the quality of eWOM information, valence, and visualisation of product information. eWOM lost trust in online communications when they experienced fake reviews and ratings, incomplete reviews or information, or untrustworthy platforms. Further, eWOM users found trust to be superfluous if they were expert consumers, or when they purchased a well-established brand. Lastly, eWOM users transitioned to offline WOM to confirm, verify, build confidence in the entire decision journey of buying high-priced electronic consumer durables (ECD)s.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 259-285
Issue: 3
Volume: 22
Year: 2025
Keywords: electronic word of mouth; eWOM; trust in eWOM; distrust in eWOM; fake eWOM and transition from eWOM to WOM.
File-URL: http://www.inderscience.com/link.php?id=146381
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:3:p:259-285

Template-Type: ReDIF-Article 1.0
Author-Name: Harleen Pabla
Author-X-Name-First: Harleen
Author-X-Name-Last: Pabla
Author-Name: Harmeen Soch
Author-X-Name-First: Harmeen
Author-X-Name-Last: Soch
Title: Far more than just flying! Role of airline brand experience in shaping brand satisfaction and brand loyalty
Abstract:
The aim of this article is to fill the gap in literature which is to examine the influence of individual brand experience dimensions on brand satisfaction and brand loyalty. For this study, a sample of the Indian aviation sector was selected since there is little data available on the aviation business in emerging economies. The study is based on primary data collected from 501 passengers who have travelled by air using structured questionnaire. IBM SPSS 24 and PLS 3.3.3 have been used to analyse and interpret data. The empirical findings demonstrate that all dimensions of brand experience impact brand satisfaction and brand loyalty with the exception of the behavioural dimension. Based on importance-performance map analysis (IPMA), sensory dimension holds more importance on brand satisfaction and the emotional dimension has a stronger impact on brand loyalty. The results of this study can assist managers in creating a more advanced experience framework to attract satisfied and loyal customers.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 313-332
Issue: 3
Volume: 22
Year: 2025
Keywords: brand experience; brand satisfaction; brand loyalty; aviation sector; PLS-SEM; importance-performance map analysis; IPMA; PLS-Predict.
File-URL: http://www.inderscience.com/link.php?id=146382
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:3:p:313-332

Template-Type: ReDIF-Article 1.0
Author-Name: Achilleas Barlas
Author-X-Name-First: Achilleas
Author-X-Name-Last: Barlas
Author-Name: Yeoryios Stamboulis
Author-X-Name-First: Yeoryios
Author-X-Name-Last: Stamboulis
Title: The role of online travel stores' usability in word-of-mouth generation, e-satisfaction, and users' purchase behaviour
Abstract:
The current study aims to examine online travel stores' website usability and its relationship and contribution to online purchase intention, e-satisfaction and word-of-mouth generation. E-satisfaction was also examined as a mediating factor in the relationship between usability and word-of-mouth. Although the number of people of all ages that use these kinds of online travel stores to plan their vacation or their trips is rising annually, the research behind it is still limited. Online questionnaires were completed by 194 individuals. The outcome of the research has shown a significant role of website usability on e-consumer intention. It is suggested that online travel stores should try to maximise users' satisfaction with their interactions with websites. Online travel stores should try to acknowledge the needs of their online users. The results of the research come to contribute to the limited literature on the role of website usability in e-WoM and satisfaction, specifically in online travel stores. Results may be used in a practical way by administrators, designers, and marketers that operate online travel stores.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 241-258
Issue: 3
Volume: 22
Year: 2025
Keywords: website usability; e-WoM; online travel stores; electronic commerce; e-commerce; purchase intention; electronic satisfaction; e-satisfaction; online tourism; user experience; e-tourism; e-service quality.
File-URL: http://www.inderscience.com/link.php?id=146383
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:3:p:241-258

Template-Type: ReDIF-Article 1.0
Author-Name: Joerg Tropp
Author-X-Name-First: Joerg
Author-X-Name-Last: Tropp
Author-Name: Andreas Baetzgen
Author-X-Name-First: Andreas
Author-X-Name-Last: Baetzgen
Title: Why do users follow sponsored influencer content? Toward a deeper understanding of consumption-related user motivations
Abstract:
Brand-related content is by no means a disruptive factor in the relationship between influencer and follower. It has a functional and social value that positively affects follower engagement and purchase intention. Based on the uses and gratification approach the aim of the study is 1) to identify the consumption-related gratifications which are sought by consumers of sponsored influencer content on Instagram and 2) to gain knowledge how these affect influencers' advertising value, follower engagement and purchase intention. Four group discussions and a subsequent online survey among Instagram users (n = 540) are used to explore the relevant gratifications sought and their respective influence. The results demonstrate that search for consumption inspiration, reward, and quality (re)assurance, in particular, motivates users to expose themselves to influencers' brand-related content. These gratifications have a direct and significant influence on advertising value and purchase intention, independent of influencer credibility, relationship closeness between influencer and follower, and content quality.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 286-312
Issue: 3
Volume: 22
Year: 2025
Keywords: influencer marketing; brand related content; Instagram content; gratifications; advertising value; user engagement; sponsored influencer content; consumption related user motivations.
File-URL: http://www.inderscience.com/link.php?id=146384
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:3:p:286-312

Template-Type: ReDIF-Article 1.0
Author-Name: Dongjae Lim
Author-X-Name-First: Dongjae
Author-X-Name-Last: Lim
Author-Name: Jhih-Syuan Lin
Author-X-Name-First: Jhih-Syuan
Author-X-Name-Last: Lin
Title: The effect of self-monitoring and endorser attractiveness on online video advertising responses
Abstract:
This study examines how self-monitoring influences the effect of physically attractive endorsers in online video ads. A series of between-subject design online experiments found that high self-monitors are more favourable and more likely to share online video ads with an attractive endorser than ads with a less attractive endorser. In contrast, individuals with low self-monitoring do not differ in their advertising responses. In addition, a moderating effect of gender influences high self-monitoring females' favourable ad responses. In a follow-up study for provocative online video ads (e.g., nudity and sexuality), gender may limit the effects observed in the study, as males with high self-monitoring are reluctant to share such content. On the other hand, females were reluctant to share online video ads, regardless of each individual's self-monitoring level. The study provides theoretical and managerial implications discussed in which matching individuals on self-monitoring and gender is vital for matching appropriate endorser types of online video advertising.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 333-354
Issue: 3
Volume: 22
Year: 2025
Keywords: online video advertising; self-monitoring; endorser attractiveness; sex appeal; gender; share intention.
File-URL: http://www.inderscience.com/link.php?id=146386
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:3:p:333-354

Template-Type: ReDIF-Article 1.0
Author-Name: Taanika Arora
Author-X-Name-First: Taanika
Author-X-Name-Last: Arora
Title: An investigation of the effective drivers of social commerce intentions - the mediating role of trust
Abstract:
The Web 2.0 revolution and proliferation of various social networking sites across the globe have resulted in a tremendous increase in the consumer's engagement in commercial transactions over various social media platforms. The development of social relationships leading to increased development in e-commerce has given rise to a new stream known as social commerce. However, addressing the dearth of literature in this area, the present study aims to propose a conceptual model built on s-commerce perspectives, social support, and trust transfer theory, wherein the indirect effects of s-commerce attributes (community platform and social support) on s-commerce intention through trust have been examined. The data was collected from 705 social media users and analysed using the structural equation modelling technique. The results obtained from the study confirm the significant role of s-commerce attributes (community, platform and social support) on s-commerce intention. In addition, the results provide for the mediating role of trust in the relationships between s-commerce attributes on s-commerce intention. The results indicate that the proposed framework is a valid and robust tool for measuring the behavioural intention to adopt s-commerce and renders beneficial clues for practitioners, and social media marketing managers to effectively use social media platforms.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 355-387
Issue: 4
Volume: 22
Year: 2025
Keywords: social commerce; trust; community attributes; platform attributes; social commerce intention; social support.
File-URL: http://www.inderscience.com/link.php?id=146484
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:4:p:355-387

Template-Type: ReDIF-Article 1.0
Author-Name: Harishchandra Singh Rathod
Author-X-Name-First: Harishchandra Singh
Author-X-Name-Last: Rathod
Author-Name: Vijayendra Gupta
Author-X-Name-First: Vijayendra
Author-X-Name-Last: Gupta
Author-Name: Richa Shreevastava
Author-X-Name-First: Richa
Author-X-Name-Last: Shreevastava
Author-Name: Ashwin Jadeja
Author-X-Name-First: Ashwin
Author-X-Name-Last: Jadeja
Author-Name: Krishnaba Vaghela
Author-X-Name-First: Krishnaba
Author-X-Name-Last: Vaghela
Title: Investigating online loyalty, attitude, credibility and moderating role of moral identity from CRM perspective
Abstract:
Cause-related marketing (CRM) is widely acknowledged as a promotional marketing tool across emerging markets. CRM is a promotional activity where the company partners with a charity organisation to donate to a particular cause by purchasing a specific product. The increased competition has led online businesses to pay attention to credibility because it becomes a point for successfully realising CRM marketing strategy. Past studies have focused on the western context, and less research has been carried out in the Indian context. In the first stage of the study, we investigate the effect of company, brand and charity credibility on attitude toward the brand in the CRM context. Next, we investigate the impact of CRM brand attitude on online customer loyalty. IBM-SPSS-AMOS 22 software analysed 608 respondents through the structural equation modelling method. The results of this study have established the effect of company credibility, brand credibility and charity credibility on attitude toward CRM and its subsequent impact on online customer loyalty. Furthermore, our research ascertained the moderating role of moral identity on attitude toward CRM and online customer loyalty. The findings of this study would guide Indian marketers and retailers alongside charity managers to design effective CRM campaigns.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 441-459
Issue: 4
Volume: 22
Year: 2025
Keywords: online customer loyalty; attitude toward CRM; company credibility; brand credibility; charity credibility; moral identity.
File-URL: http://www.inderscience.com/link.php?id=146485
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:4:p:441-459

Template-Type: ReDIF-Article 1.0
Author-Name: Thu-Hang Hoang
Author-X-Name-First: Thu-Hang
Author-X-Name-Last: Hoang
Author-Name: Hong-Diem Le
Author-X-Name-First: Hong-Diem
Author-X-Name-Last: Le
Author-Name: Trieu-Chau Ngo
Author-X-Name-First: Trieu-Chau
Author-X-Name-Last: Ngo
Author-Name: Minh A.B. Nguyen
Author-X-Name-First: Minh A.B.
Author-X-Name-Last: Nguyen
Title: KOC's characteristics, KOC effectiveness and online customer engagement towards travel products: evidence from Vietnam
Abstract:
The COVID-19 pandemic has accelerated unprecedented technology access, especially in the tourism field when people are restricted to travel based on several lock-down regulations. This has progressively generated favourable conditions for the rise of key opinion consumer (KOCs) on multiple social media channels. However, KOC is still a novel concept that is underexplored by past literature. The objective of this study is to investigate some distinctive KOC's characteristics including five elements (expertise, trustworthiness, usage similarity, source dynamism and cognitive effort) with the moderating role of product - KOC alignment that impact online customer engagement when interacting with travel-related marketing content on various social media platforms. The research adopted the PLS-SEM technique in the data analysis gained from 350 young consumers in Vietnam. The results of this paper propose the foundation for catering more effective strategies to reach higher levels of customer engagement via the use of suitable KOCs' profiles and relevant choice of travel products.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 388-407
Issue: 4
Volume: 22
Year: 2025
Keywords: key opinion consumer; KOC; customer engagement; e-engagement; KOC effectiveness; KOC characteristics; social media; internet marketing; travel; Vietnam.
File-URL: http://www.inderscience.com/link.php?id=146486
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Template-Type: ReDIF-Article 1.0
Author-Name: Chuong H.B. Nguyen
Author-X-Name-First: Chuong H.B.
Author-X-Name-Last: Nguyen
Author-Name: Joel Mero
Author-X-Name-First: Joel
Author-X-Name-Last: Mero
Author-Name: Heikki Karjaluoto
Author-X-Name-First: Heikki
Author-X-Name-Last: Karjaluoto
Title: Growing influencer credibility to drive endorsement effectiveness: a literature review
Abstract:
The accumulating body of research on influencer credibility that is emerging makes it relevant to reconcile the current findings in order to encourage further research. This article pursues three primary objectives: 1) it aims to define influencer credibility in the social media context; 2) it aims to develop a conceptual framework that integrates the antecedents and outcomes of influencer credibility; 3) it aims to uncover gaps in the literature and guide future research directions. Using 39 articles from 2016 to 2020, the results reveal that influencer credibility is driven by three groups of antecedents: 1) the characteristics, interactions, and relationships of influencers and audiences; 2) sponsorship disclosure; 3) the perceived fit of influencers with brands, audiences, and content. Influencer credibility is also a predictor of favourable attitudinal and behavioural outcomes, such as brand attitudes and purchase intentions. The review highlights managerial implications and issues deserving further research attention.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 408-440
Issue: 4
Volume: 22
Year: 2025
Keywords: influencer marketing; influencer credibility; source credibility; sponsorship disclosure; endorsement effectiveness.
File-URL: http://www.inderscience.com/link.php?id=146487
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:4:p:408-440

Template-Type: ReDIF-Article 1.0
Author-Name: Barbara Francioni
Author-X-Name-First: Barbara
Author-X-Name-Last: Francioni
Author-Name: Ilaria Curina
Author-X-Name-First: Ilaria
Author-X-Name-Last: Curina
Author-Name: Sabrina M. Hegner
Author-X-Name-First: Sabrina M.
Author-X-Name-Last: Hegner
Author-Name: Marco Cioppi
Author-X-Name-First: Marco
Author-X-Name-Last: Cioppi
Author-Name: Elisabetta Savelli
Author-X-Name-First: Elisabetta
Author-X-Name-Last: Savelli
Title: Brand hate and consumers' responses: an analysis in the offline and online environment
Abstract:
Within the studies investigating the consumer-brand relationships, brand hate has been partially disregarded as a research topic. This paper aims to extend the analysis of the brand hate outcomes by considering both their offline and online nature (i.e., offline/online negative word-of-mouth (NWOM) and offline/online complaining) and by also testing the role of concern for others and venting negative feelings as possible mediators on the relationship between brand hate and both offline/online behavioural outcomes. To reach this objective, structural equation modelling has been employed on a sample of 493 consumers. Findings reveal that concern for others is mainly involved when consumers perform NWOM in the offline context among their friends/family, while venting negative feelings is the main motive in the online context and for complaining to the company. The paper provides managerial implications useful to manage the consumers' offline/online behaviours in the brand hate context.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 460-483
Issue: 4
Volume: 22
Year: 2025
Keywords: brand; brand hate; consumer behaviour; consumer-brand relationship; concern for others; venting negative feelings; offline negative word-of-mouth; NWOM; online negative word-of-mouth; offline complaining; online complaining.
File-URL: http://www.inderscience.com/link.php?id=146488
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Handle: RePEc:ids:ijimad:v:22:y:2025:i:4:p:460-483

Template-Type: ReDIF-Article 1.0
Author-Name: Qazi Mohammed Ahmed
Author-X-Name-First: Qazi Mohammed
Author-X-Name-Last: Ahmed
Author-Name: Anees Wajid
Author-X-Name-First: Anees
Author-X-Name-Last: Wajid
Author-Name: Muhammad Arsalan Nazir
Author-X-Name-First: Muhammad Arsalan
Author-X-Name-Last: Nazir
Title: Examining purchase behaviour through brand advertising strategy in social media fan pages: the mediating effects of consumer engagement behaviours
Abstract:
The study aims to explore the associations of remuneration and creativity as brand advertising strategy on the purchase intention of social media consumers. The study proposes that this relationship is mediated through user-generated content (UGC) and peer influence which act as consumer engagement behaviours. We draw evidence through structured questionnaire from 673 respondents from higher educational institutes. We employed structural equation modelling (SEM) for data analysis and testing hypotheses. The results portray that remuneration imposed a significant impact on UGC and peer influence but showed an unsupportive linkage with purchase intention. Creativity exerted a significant impact on UGC, peer influence and purchase intention. Both UGC and peer influence fully mediated the relationship between remuneration and purchase intention. Contrastingly, both of these intervening variables partially mediated the relationship between creativity and purchase intention. We introduce less studied predictors of social media advertising (SMA) and provide valuable insights using the under-researched context of Pakistan. The research framework also offers some guidelines for social media researchers and practitioners.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 208-231
Issue: 1/2
Volume: 23
Year: 2025
Keywords: remuneration; purchase behaviour; brand advertising; creativity; UGC; peer influence; social media.
File-URL: http://www.inderscience.com/link.php?id=147542
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Template-Type: ReDIF-Article 1.0
Author-Name: Phuong Nhi-Pham Nguyen
Author-X-Name-First: Phuong Nhi-Pham
Author-X-Name-Last: Nguyen
Author-Name: Minh T.H. Le
Author-X-Name-First: Minh T.H.
Author-X-Name-Last: Le
Title: Antecedents and consequences of prosumption in GenZ: Vietnam case
Abstract:
Prosumption has been a proactive way to enhance consumer-brand interactions and create greater loyalty, brand engagement, and happy experiences. Building on the self-determination theory, our study suggested the proposed framework consisting of critical determinants and relevant outcomes of prosumer behaviours. Data was collected from online service brands, and structural equation modelling was applied for statistical analysis. The results illustrate that prosumption is positively guided by intrinsic and extrinsic drivers. The intrinsic reasons, including curiosity, self-actualisation, and leisure explicitly urge users to engage in prosumption activities. Along with these findings, the extrinsic motivations consisting of financial motivation, social recognition, and the desire to belong to a community well explain the underlying factors driving prosumer behaviours. The exploratory research also emphasises the causal associations between prosumer behaviours and brand loyalty, brand attachment, and transcendent customer experiences. The paper contributes to the prosumption literature and comprehensively supports managers in developing effective strategies for better matching customers' needs and providing a more personalised self-service experience. Limitations and future research directions are also discussed in this article.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 4-30
Issue: 1/2
Volume: 23
Year: 2025
Keywords: intrinsic motivations; extrinsic motivations; brand loyalty; brand attachment; transcendent customer experiences; TCEs; Vietnam.
File-URL: http://www.inderscience.com/link.php?id=147544
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Template-Type: ReDIF-Article 1.0
Author-Name: Priyanka Aggarwal
Author-X-Name-First: Priyanka
Author-X-Name-Last: Aggarwal
Author-Name: Kavita Chauhan
Author-X-Name-First: Kavita
Author-X-Name-Last: Chauhan
Title: The impact of perceived need, curated offering, influencer endorsement and online customer review on online repeat purchase intention
Abstract:
This empirical research study aims to investigate the effect of four main 'connect strategies' - perceived need, curated offering, influencer endorsement, and online customer review - on online repeat purchase intention on various social media (SM) platforms. The authors employed structural equation modelling (SEM) to analyse the data collected from 287 online shoppers in India, using a snowball approach and rated each item on a five-point Likert scale. The study offers valuable insights into the 'connect strategies' employed by marketers on SM in influencing online repeat purchase intentions. The study's findings reveal that 'perceived need', 'curated offering', 'influencer endorsement', and 'online customer review' on SM platforms positively and significantly influence 'online repeat purchase intention'. Notably, the study's originality lies in introducing and developing a scale for the novel concepts of 'curated offering' and 'perceived need' in the context of SM platforms, which are often overlooked in marketing literature, while comprehensively analysing their impact on online repeat purchase intentions through SEM and contributing significantly to the literature. Although the study has limitations, it provides valuable perceptive into the significance of these connect strategies and lays the groundwork for future research to expand and validate these findings under various conditions.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 98-117
Issue: 1/2
Volume: 23
Year: 2025
Keywords: connect strategy; perceived need; curated offering; influencer endorsement; online customer review; OCR; online repeat purchase intention; ORPI; scale development; structural equation modelling; SEM.
File-URL: http://www.inderscience.com/link.php?id=147545
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Template-Type: ReDIF-Article 1.0
Author-Name: Jahanvi Jahanvi
Author-X-Name-First: Jahanvi
Author-X-Name-Last: Jahanvi
Author-Name: Meenakshi Sharma
Author-X-Name-First: Meenakshi
Author-X-Name-Last: Sharma
Title: Online shopping and fashion apparel brands: factors influencing Gen Z behaviour
Abstract:
An examination of previous research on online apparel shopping behaviour in developing countries revealed that research conducted on Gen Z is somewhat limited. The purpose of the study is to quantitatively examine the factors that influence Gen Z online apparel shopping behaviour. This model is empirically tested using an online survey from a convenience sample of 390 participants and analysed using multiple regression analysis. The findings of the study indicate that four variables (website characteristics, brand-related factors, individual factors and shopping orientation) have a direct influence on Gen Z online apparel shopping behaviour. Shopping orientation and brand-related factors have the highest positive effect on Gen Z online apparel shopping behaviour, followed by website characteristics and individual factors.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 56-79
Issue: 1/2
Volume: 23
Year: 2025
Keywords: Gen Z; online shopping; apparel; consumer behaviour.
File-URL: http://www.inderscience.com/link.php?id=147546
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:1/2:p:56-79

Template-Type: ReDIF-Article 1.0
Author-Name: Himanshi Sharma
Author-X-Name-First: Himanshi
Author-X-Name-Last: Sharma
Author-Name: M.A. Sanjeev
Author-X-Name-First: M.A.
Author-X-Name-Last: Sanjeev
Author-Name: Thangaraja Arumugam
Author-X-Name-First: Thangaraja
Author-X-Name-Last: Arumugam
Author-Name: Abhishek Ray
Author-X-Name-First: Abhishek
Author-X-Name-Last: Ray
Title: Evaluating the relative effect of Instagram and celebrity influencers on brand attitude and purchase intention among Generation-Z: a fashion industry perspective
Abstract:
This study compares the influence of celebrity and social media influencers on the fashion purchase intention among Indian Generation-Z - the most prominent online consumers of the category. The study investigated influencers direct and brand attitude-mediated influence on brand purchase intention. Message processing involvement (MPI) is the moderating variable for the celebrity/influencer-brand attitude relation based on the elaboration likelihood model. The study is a cross-sectional descriptive causal investigation using chain referral sampling. The study results indicate social media influencers' positive brand attitude-mediated effect on online fashion purchase intention. However, the brand attitude-mediated influence of celebrity endorsement on purchase intention was negative. MPI significantly moderated both attitude pathways, indicating high consumer involvement for the category. The study results can help improve the promotional efforts of online fashion marketers targeting millennials. The study contributes to the body of knowledge through improved comprehension of the effect of endorsements on millennial fashion customers.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 80-97
Issue: 1/2
Volume: 23
Year: 2025
Keywords: influencer marketing; message process involvement; MPI; brand attitude; purchase intentions; celebrity endorsements.
File-URL: http://www.inderscience.com/link.php?id=147547
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:1/2:p:80-97

Template-Type: ReDIF-Article 1.0
Author-Name: Daiki Uehara
Author-X-Name-First: Daiki
Author-X-Name-Last: Uehara
Author-Name: Fumiko Harada
Author-X-Name-First: Fumiko
Author-X-Name-Last: Harada
Author-Name: Hiromitsu Shimakawa
Author-X-Name-First: Hiromitsu
Author-X-Name-Last: Shimakawa
Title: Gimmick estimation in video advertisements by scene analysis with interpersonal theory
Abstract:
Small business owners try to advertise their products with SNS commercials of their own making to save marketing costs. However, they have seldom met a success in this trial, because an effective commercial that moves the emotions of customers is still largely dependent on the art of experts. They lack a guideline to make effective commercials for themselves. Story-telling movies are often used for commercials because sophisticated scene development would work well to achieve empathy from customers. The paper aims to identify gimmicks in story-telling commercials that effectively get empathy from the customers. Analysis of physiological reactions from persons viewing various story-telling commercials shows that their pupils and EDA respond strongly to commercials that move them. Scrutinising the biological response according to the scene development of the commercial, the paper investigates what kind of story-telling commercials are likely to appeal to customers. The study confirms scene development utilising ups and downs in interpersonal relationships works well as a gimmick. The identification of the scene development and the gimmicks in the story-telling commercials most likely to appeal to customers brings guidelines to small business marketers so that they can develop appealing commercials for themselves.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 134-158
Issue: 1/2
Volume: 23
Year: 2025
Keywords: commercial; movie; emotions; cognitive engagement; emotional engagement; behavioural engagement; physiological reactions; scene development; interpersonal theory; gimmicks.
File-URL: http://www.inderscience.com/link.php?id=147548
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Template-Type: ReDIF-Article 1.0
Author-Name: Kuhle M. Zwakala
Author-X-Name-First: Kuhle M.
Author-X-Name-Last: Zwakala
Author-Name: Llewellyn Church
Author-X-Name-First: Llewellyn
Author-X-Name-Last: Church
Title: Digital marketing strategy adoption for online brand presence: real estate agents' perspectives in Cape Town
Abstract:
The adoption of technology to construct a digital marketing strategy is crucial for brand competitiveness. The implementation of a digital marketing strategy is dependent on employees' attitudes and behaviour towards using technology. However, the role of employees in building online brand presence seems to be neglected in extant literature. We explored real estate agents' use of digital marketing strategies to build online brand presence in the real estate sector in Cape Town. This study empirically explored the applicability of the technology acceptance model in a new context. An interpretivist exploratory qualitative research was adopted. Individual face-to-face depth interviews were conducted with real estate agents to determine their perceptions of usefulness and ease of use, attitude towards use, and behaviour towards the use of technology to build real estate online brand presence. Interviews were audio recorded, then transcribed to textual format whereafter ATLAS.ti software was used for data analysis. This study found that real estate agents applied various digital marketing strategies such as social media, YouTube, websites and e-mail marketing to build online brand presence in the Cape Town real estate sector. Moreover, the technology acceptance model is applicable in the same sector.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 118-133
Issue: 1/2
Volume: 23
Year: 2025
Keywords: technology acceptance model; TAM; digital marketing strategy; real estate agents; Cape Town.
File-URL: http://www.inderscience.com/link.php?id=147549
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:1/2:p:118-133

Template-Type: ReDIF-Article 1.0
Author-Name: Long Nguyễn
Author-X-Name-First: Long
Author-X-Name-Last: Nguyễn
Author-Name: Dung Hoàng
Author-X-Name-First: Dung
Author-X-Name-Last: Hoàng
Author-Name: Thong Huy Vu
Author-X-Name-First: Thong Huy
Author-X-Name-Last: Vu
Title: Impacts of electronic word-of-mouth from social networks sites on the intention to purchase tourism accommodation of Gen Z in Vietnam
Abstract:
Social networking sites (SNSs) have recently and significantly spread electronic word-of-mouth (eWOM) amongst Gen Z tourists in Vietnam. However, the underlying process by which customer-to-customer (C2C) eWOM from SNSs affects tourism consumers has yet to be thoroughly studied. The author of this paper introduces a comprehensive research model that concentrates on the impacts of C2C eWOM using the information/persuasion relationship as regards the intention to make purchases. This research gathered data from 371 Vietnamese participants through traditional paper questionnaires. The collected quantitative data was processed through SPSS. The statistical results suggest that perceived persuasiveness, expertise, and trustworthiness positively correlate with eWOM usefulness from SNSs. Also, eWOM usefulness was confirmed to increase the probability of eWOM adoption, which, in turn, can boost the purchase intention toward the tourism accommodations proposed in the eWOM. This empirical study can enable marketers to understand the impacts of eWOM from SNSs, especially from key opinion leaders (KOLs), on consumer purchase behaviour of tourism products. Accordingly, our findings can inspire marketers to plan and execute effective SNSs marketing campaigns to generate trustworthy and valuable C2C eWOM, thus increasing the intention to purchase tourism accommodations.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 31-55
Issue: 1/2
Volume: 23
Year: 2025
Keywords: electronic word-of-mouth; eWOM; social networking sites; SNSs; Gen Z; tourist; purchase intention; tourism accommodation; Vietnam.
File-URL: http://www.inderscience.com/link.php?id=147552
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Template-Type: ReDIF-Article 1.0
Author-Name: Priyanka Chadha
Author-X-Name-First: Priyanka
Author-X-Name-Last: Chadha
Author-Name: Sanath Krishnan Menon
Author-X-Name-First: Sanath Krishnan
Author-X-Name-Last: Menon
Author-Name: Rajat Gera
Author-X-Name-First: Rajat
Author-X-Name-Last: Gera
Author-Name: Sanjeev Bansal
Author-X-Name-First: Sanjeev
Author-X-Name-Last: Bansal
Title: Exploring the evolution of mobile tourism applications in business and social sciences: a bibliometric review spanning 2013-2022
Abstract:
This paper conducts a bibliometric analysis of Scopus-indexed publications in the domain of mobile tourism apps (MTA) within business management and social sciences. Covering articles from 2013 to 2022, the study identifies trends, themes, and research gaps. By analysing 61 articles using Biblioshiny and VOSviewer interfaces in R Studio, the research highlights productivity metrics, authorship, citations, and keywords. The MTA field's intellectual structure reveals a focus on technical, user-centric, and market-related dimensions of mobile apps in tourism, particularly at the nexus of technology, sustainability, and the tourist experience. Notably, sustainable tourism potential and digital transformation of leisure stand as core themes. Niche subjects delve into location-based services and personalised mobile experiences. Emerging trends encompass AI, VR, and tourism management, reflecting the pursuit of innovative technologies for enriching tourist encounters. The findings guide future research directions, underscoring the ever-evolving landscape of MTA research.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 159-189
Issue: 1/2
Volume: 23
Year: 2025
Keywords: mobile apps; mobile tourism; bibliometric analysis; Biblioshiny; VOSviewer; sustainability; cultural heritage; augmented reality; virtual reality.
File-URL: http://www.inderscience.com/link.php?id=147553
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:1/2:p:159-189

Template-Type: ReDIF-Article 1.0
Author-Name: Ankit Garg
Author-X-Name-First: Ankit
Author-X-Name-Last: Garg
Author-Name: Gautam Jaiswal
Author-X-Name-First: Gautam
Author-X-Name-Last: Jaiswal
Author-Name: Ritesh Kumar Singhal
Author-X-Name-First: Ritesh Kumar
Author-X-Name-Last: Singhal
Title: A study of vital aspects of advertisements in the information swamp world for creating an appealing advertisement
Abstract:
Days were gone when marketers believed that introducing their product to the customer would meet sales promotion needs. The production was considered completed only after the advertisement of a product was made. Products were considered incomplete unless advertised. As a researcher when we make these statements in the abstract of any research, we may be biased and conclude a theory without research, but these statements are evident and have enough reasons to believe. Advertisers were always in the limelight. But in the era of the internet, the world is flooded with content. Different social media platforms are dumped with content creators. They have a review of products, places, services, and experiences of use. These are so lively that one can feel the consumption pleasure. If a consumer comes to know about a product, he scans the websites for reviews and opinions. In such a world full of information do advertisements have any sort of impact on buyers? The present research is a survey of consumers to examine the impact they have from advertisements and the effect of these impact areas on making the advertisement more impactful and influencing.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 190-207
Issue: 1/2
Volume: 23
Year: 2025
Keywords: consumer behaviour; advertisement; advertising; advertisement strategies; marketers edge.
File-URL: http://www.inderscience.com/link.php?id=147570
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:1/2:p:190-207

Template-Type: ReDIF-Article 1.0
Author-Name: Alireza Rokhsari
Author-X-Name-First: Alireza
Author-X-Name-Last: Rokhsari
Author-Name: Saba Ali
Author-X-Name-First: Saba
Author-X-Name-Last: Ali
Author-Name: Hassan Tanha
Author-X-Name-First: Hassan
Author-X-Name-Last: Tanha
Title: The influence of the use of luxury brands and social media on self-expansion in the clothing industry: evidence from Tehran
Abstract:
The luxury brand, with its capacity to create different dimensions of the brand experience, effectively strengthens the luxury brand consumer's feeling towards himself. One of these feelings is the sense of self-expansion, which is especially attractive to generation Y; also known as millennials; because, according to their personality traits, they are seeking comprehensive progress. In this research, we have examined the effect of luxury brand experience on the relationship between quality with brand identity. This research's statistical sample comprises 426 men and women aged 21 to 39 sample using luxury clothing brands in Tehran, and the moderating role of the novelty is investigated. They have been categorised in terms of their age, level of education, marital and income status. The finding demonstrates that the variable of self-expansion decreases with the increase in education and age, however; it has a direct relation with the marital status and financial situation.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 317-339
Issue: 3
Volume: 23
Year: 2025
Keywords: luxury; self-expansion; millennials; brand experience; use of social media.
File-URL: http://www.inderscience.com/link.php?id=148676
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:3:p:317-339

Template-Type: ReDIF-Article 1.0
Author-Name: Nishad Deshpande
Author-X-Name-First: Nishad
Author-X-Name-Last: Deshpande
Author-Name: Shabib A. Shaikh
Author-X-Name-First: Shabib A.
Author-X-Name-Last: Shaikh
Author-Name: Alok Khode
Author-X-Name-First: Alok
Author-X-Name-Last: Khode
Title: Technological emergence in the area of personalised advertisement using emergence scoring and topic modelling based on patent data
Abstract:
With the advent of internet, online advertisement has come a long way with personalisation based on user habits, history, etc. as compared to generalised advertisements which many times were considered as spams. The development of sophisticated algorithms and availability of data helps in identification of emerging technologies which in turn can aid technology forecasting and better decision making. Patent is an important techno-legal tool to protect innovations. The developmental aspect of a technology can be studied using patent documents. The current study uses patent dataset to analyse and evaluate patents in the field of personalised advertisement, provides state of the art and also identifies emergent concepts in this domain. The study highlights that the emergence of artificial intelligence and deep learning would drive personalisation along with user interface which may play an important role in customised content delivery as well as user experience for interactive and immersive personalised advertisement.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 340-360
Issue: 3
Volume: 23
Year: 2025
Keywords: personalised advertising; targeted advertisement; web-based advertisement; patent analysis; technology trends; topic modelling; latent Dirichlet allocation; LDA; technology road-mapping; forecasting; concept emergence.
File-URL: http://www.inderscience.com/link.php?id=148677
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:3:p:340-360

Template-Type: ReDIF-Article 1.0
Author-Name: Joe Phua
Author-X-Name-First: Joe
Author-X-Name-Last: Phua
Author-Name: Nathaniel J. Evans
Author-X-Name-First: Nathaniel J.
Author-X-Name-Last: Evans
Author-Name: Youngjee Ko
Author-X-Name-First: Youngjee
Author-X-Name-Last: Ko
Author-Name: Jeonghyun Lee
Author-X-Name-First: Jeonghyun
Author-X-Name-Last: Lee
Title: Can virtual, CGI-generated, influencers help sell products on Instagram? Effects of perceived realism and disclosure on brand-related attitudes and behavioural intentions
Abstract:
Virtual influencers, CGI-generated avatars with fabricated personalities, are increasingly being used by brands to advertise products on social media platforms. Applying theoretical frameworks including the match-up hypothesis (Kamins, 1990), parasocial identification (Horton and Wohl, 1956; Rubin and Perse, 1987), source credibility (Ohanian, 1990) and the persuasion knowledge model (Friestad and Wright, 1994), the current study assessed effects of perceived realism (high versus low) and disclosure (yes versus no) of a virtual influencer in an Instagram brand ad on perceived brand credibility, brand attitude, purchase intention and eWOM intention. Using a two (realism: high versus low) x two (disclosure: yes versus no) between-subjects experiment, results revealed that perceived realism exerted a significant main effect on the dependent measures, and also interacted with disclosure to influence brand-related outcomes. Further, perceived prosocial characteristics of the virtual influencer also mediated between realism and the dependent measures. Theoretical and practical implications are discussed.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 233-254
Issue: 3
Volume: 23
Year: 2025
Keywords: virtual influencers; social media; influencer marketing; advertising.
File-URL: http://www.inderscience.com/link.php?id=148678
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:3:p:233-254

Template-Type: ReDIF-Article 1.0
Author-Name: Tzong-Ru Lee
Author-X-Name-First: Tzong-Ru
Author-X-Name-Last: Lee
Author-Name: Wei-Chen Chen
Author-X-Name-First: Wei-Chen
Author-X-Name-Last: Chen
Author-Name: Ville Isoherranen
Author-X-Name-First: Ville
Author-X-Name-Last: Isoherranen
Author-Name: Ummul Wara Adrita
Author-X-Name-First: Ummul Wara
Author-X-Name-Last: Adrita
Title: Analysis of key factors of consumers' purchase influenced by internet celebrities: food, cosmetics maintenance, and 3C game products as examples
Abstract:
This study examines key factors of the internet celebrities influence to consumer purchasing. Firstly, the literature review was used to find the key factors (KF). Then questionnaire was used to collect data from Taiwanese consumers. This was followed by the grey relational analysis (GRA), in which, the key purchasing factors of all product categories were analysed on the basis of their consumer samples, followed by the KFs difference between food, 3C game, and the categories that involved the maintenance of cosmetics. The result shows internet celebrity's usage for product promotion to influence consumers purchasing decisions is multidimensional and complex issue, and overall the credibility and linkage of the marketing message need to be aligned with the actual product quality and experience.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 288-316
Issue: 3
Volume: 23
Year: 2025
Keywords: EC; community; social media; internet celebrities.
File-URL: http://www.inderscience.com/link.php?id=148679
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:3:p:288-316

Template-Type: ReDIF-Article 1.0
Author-Name: Neha Kalra
Author-X-Name-First: Neha
Author-X-Name-Last: Kalra
Author-Name: Pankaj Deshwal
Author-X-Name-First: Pankaj
Author-X-Name-Last: Deshwal
Author-Name: Shiksha Kushwah
Author-X-Name-First: Shiksha
Author-X-Name-Last: Kushwah
Author-Name: Samir Gokarn
Author-X-Name-First: Samir
Author-X-Name-Last: Gokarn
Title: Unveiling the path forward: exploring the theoretical evolution and future research directions of over-the-top customer experience
Abstract:
This study conducts a comprehensive examination of over-the-top (OTT) customer experience literature, employing a bibliometric analysis on 376 papers from 1989 to 2022 using the Scopus database. Utilising analytical tools like Bibliometrix R package and VOSviewer, the research uncovers temporal evolution, trends, and networks via co-citation analysis. The findings of this study indicate that the peak in publications observed from 2014 to 2022, with 11 sub-themes identified through thematic analysis. Valuable managerial insights are gleaned, emphasising the strategic use of OTT platform expertise to enhance customer experience. This pioneering effort comprehensively analyses cross-disciplinary literature, tracing its historical evolution, current state, and providing insights into future advancements. The study contributes a holistic understanding of OTT customer experience, guiding future research and managerial practices.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 255-287
Issue: 3
Volume: 23
Year: 2025
Keywords: customer experience; management; over-the-top; technology; bibliometric analysis.
File-URL: http://www.inderscience.com/link.php?id=148680
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:3:p:255-287

Template-Type: ReDIF-Article 1.0
Author-Name: Ahmet Demir
Author-X-Name-First: Ahmet
Author-X-Name-Last: Demir
Author-Name: Najih Samin Ahmed
Author-X-Name-First: Najih Samin
Author-X-Name-Last: Ahmed
Title: The mobile phone industry in the Kurdistan region of Iraq: from quality to loyalty
Abstract:
After the COVID period, customer expectations and company strategies have changed in many markets and products. It is very important to keep up with this change in academic studies and publications, to re-identify the differences as well as the similarities, and as a result, to offer new strategic change opportunities to the market actors. In this sense, the research aimed to present a regional and comprehensive study of the mobile phone market, which is the most developing and expanding market in recent years. The study obtained data as a result of the questionnaire applied to 1,189 people who are currently using mobile smartphones in the Kurdistan region, and after passing these data through validity-reliability analysis. Through a rigorous process of validity and reliability analysis, the gathered data underwent causality analysis utilising structural equations modelling. When the results were examined, it has been determined that the product users in the market shape their purchasing and loyalty according to the brand perception of the product, rather than their own product usage experience. In this context, strategic maps were presented to market actors.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 447-474
Issue: 4
Volume: 23
Year: 2025
Keywords: mobile phone product quality; dealer’s service quality; switching cost; mobile phone industry; Iraq.
File-URL: http://www.inderscience.com/link.php?id=149654
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:4:p:447-474

Template-Type: ReDIF-Article 1.0
Author-Name: Arti Pandey
Author-X-Name-First: Arti
Author-X-Name-Last: Pandey
Author-Name: Peerayuth Charoensukmongkol
Author-X-Name-First: Peerayuth
Author-X-Name-Last: Charoensukmongkol
Title: The moderating effect of adaptive selling behaviour on the benefits of social media usage in sales during the COVID-19 pandemic
Abstract:
Grounded in the media naturalness theory and compensatory adaptation theory, this research examines whether adaptive selling behaviour can be a moderator that strengthens the effect of social media usage on sales and sales performance. Survey data were collected from 227 export salespeople from 120 companies in Thailand who have begun to use social media in sales during the COVID-19 pandemic. The hypotheses were tested using partial least squares structural equation modelling. The results supported the positive association between social media usage in sales and sales performance. Nevertheless, the result from the moderating effect test revealed that social media usage in sales' positive effect on sales performance is particularly strong among salespeople with high adaptive selling behaviour. For salespeople with low adaptive selling behaviour, social media usage in sales has a weak effect on sales performance. Our research provides implications to sales organisations, which can increase productivity of their human capital.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 388-406
Issue: 4
Volume: 23
Year: 2025
Keywords: adaptive selling behaviour; sales performance; social media; marketing communication; human capital; productivity.
File-URL: http://www.inderscience.com/link.php?id=149655
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:4:p:388-406

Template-Type: ReDIF-Article 1.0
Author-Name: Bindiya Tater
Author-X-Name-First: Bindiya
Author-X-Name-Last: Tater
Author-Name: Kishor John
Author-X-Name-First: Kishor
Author-X-Name-Last: John
Title: Factors influencing online repurchase behaviour of Indian students
Abstract:
This directional study measures the factors that impact student satisfaction with online purchases. The study analysed variables such as perception of beneficial educational outcomes, ease of use, utility, value, risk, trust, privacy, and online literacy level. The study involved 415 suitable tertiary students from universities and colleges, using Google Forms to collect data. The questionnaire underwent a validity test and was analysed using a multi-regression test, indicating satisfactory results. The study used three models and Cronbach's alpha for reliability. The technology acceptance model (TAM) reveals trust, privacy, and internet literacy as key factors promoting repurchasing, while internet usage and number of purchases are less significant predictors. The study uses a novel approach to investigate the link between a student's education, internet usage, and the frequency of online shopping purchases. The study's findings will benefit organisations, companies, and agencies involved in online shopping by providing a model for understanding user repurchase behaviour and strategic planning.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 407-446
Issue: 4
Volume: 23
Year: 2025
Keywords: attitude; behaviour; ease of use; internet literacy; perception; perceived risk; perceived value; privacy concern; satisfaction; repurchase intention.
File-URL: http://www.inderscience.com/link.php?id=149658
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:4:p:407-446

Template-Type: ReDIF-Article 1.0
Author-Name: Ayman Mahmoud Bazzi
Author-X-Name-First: Ayman Mahmoud
Author-X-Name-Last: Bazzi
Title: Mastering online customers' repurchase intentions: COVID-19 blessing in disguise
Abstract:
Owing to the internet revolution, customers' online purchasing behaviour is witnessing a considerable increase. Simultaneously, firms are greatly concerned with retaining online customers because attracting new customers is not considered an easy job. This paper aims to investigate the antecedents of online customers' repurchase intentions in the Lebanese hypermarket industry. Data were acquired from 392 online shoppers who were chosen based on the convenience sampling technique. A questionnaire was used to collect data, and partial least squares structural equation modelling was used to assess the validity of the proposed scales and the relationships between the study variables. The findings demonstrate that e-satisfaction, e-trust, e-loyalty, and COVID-19 situation have a significant direct effect on customers' repurchase intentions, in addition to the indirect impact of e-satisfaction and e-trust through the mediation role of e-loyalty. Finally, in addition to contributing to the literature on online marketing, this study recommends directions for further research.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 475-502
Issue: 4
Volume: 23
Year: 2025
Keywords: COVID-19 situation; e-satisfaction; e-trust; e-loyalty; customers' repurchase intentions; hypermarket industry; online shopping; e-commerce; PLS-SEM; Lebanon.
File-URL: http://www.inderscience.com/link.php?id=149661
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:4:p:475-502

Template-Type: ReDIF-Article 1.0
Author-Name: Ian Brennan
Author-X-Name-First: Ian
Author-X-Name-Last: Brennan
Author-Name: Juyun Cho
Author-X-Name-First: Juyun
Author-X-Name-Last: Cho
Title: Misinformation effects and rational advertising: consumer responses to advertising claims verifiable by blockchain-supported QR codes
Abstract:
Prior research indicates that post-consumption exposure to transformational advertising induces a misinformation effect (i.e., subjects falsely recall a more favourable consumption experience). The present study utilises a laboratory experiment to examine the extent to which such a misinformation effect may be induced by exposure to blockchain-supported, informational advertising which purports to transfer a claim about an attribute (product freshness) - typically perceived by consumers as a credence quality - into a search quality. Subjects who were either knowledgeable or naive about blockchain capabilities were exposed to blockchain-supported advertising. After exposure to the advertising, subjects used their smartphones to scan a product QR code and verify the supply-chain data of a product that they had tasted previously. A control group subjects were not exposed to the blockchain-supported advertising. The results indicate that advertising exposure increased perceptions of a product attribute (freshness) among blockchain knowledgeable and to an even greater extent among blockchain naive subjects in comparison with the perceptions subjects not exposed to the advertising; however, in contrast to prior studies on transformational advertising, informational advertising exposure did not bias taste memories. The blockchain-supported advertising did increased brand evaluations only among blockchain naive subjects.
Journal: Int. J. of Internet Marketing and Advertising
Pages: 361-387
Issue: 4
Volume: 23
Year: 2025
Keywords: false memories; blockchain; misinformation effect; informational advertising; QR codes; credence claim; product freshness; taste recall.
File-URL: http://www.inderscience.com/link.php?id=149662
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Handle: RePEc:ids:ijimad:v:23:y:2025:i:4:p:361-387