Template-Type: ReDIF-Article 1.0 Author-Name: Kavita Verma Author-X-Name-First: Kavita Author-X-Name-Last: Verma Author-Name: Kapil Malhotra Author-X-Name-First: Kapil Author-X-Name-Last: Malhotra Title: A bibliometric analysis of historical background and future avenues for the spillover effect of electronic word of mouth on purchase intention Abstract: This study aims to conduct an extensive bibliometric analysis to realise the tendency of the influence of e-WOM on customers' purchase intention literature and suggests a road map for further research in this field. By using the specified search string, 595 articles have been retrieved from prestigious journals which are indexed in the Scopus database, and RStudio combined with VOSviewer software was used to analyse and visualise the dataset from 2006 to 2022. The findings reveal a sound insight into annual publication patterns, most contributive authors, journals, institutions, countries, and articles in the e-WOM field. Bradford's Law and Lotka's Law contradict the observed results of the study. Moreover, bibliographic coupling provides the conceptual research framework, and keyword network analysis recommends potential research avenues in this domain. Finally, this review shares a greater knowledge of the theme of consumer behaviour, where e-WOM has an influence on potential customers' purchase intention. Journal: Int. J. of Internet Marketing and Advertising Pages: 1-27 Issue: 1 Volume: 24 Year: 2026 Keywords: bibliometric analysis; VOSviewer; literature review; consumer behaviour; electronic word-of-mouth; e-WOM; purchase intention. File-URL: http://www.inderscience.com/link.php?id=150509 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:24:y:2026:i:1:p:1-27 Template-Type: ReDIF-Article 1.0 Author-Name: Belén Cambronero Saiz Author-X-Name-First: Belén Cambronero Author-X-Name-Last: Saiz Author-Name: Ana Mayagoitia-Soria Author-X-Name-First: Ana Author-X-Name-Last: Mayagoitia-Soria Author-Name: Beatriz Feijoó-Fernández Author-X-Name-First: Beatriz Author-X-Name-Last: Feijoó-Fernández Title: Influencer marketing and health repercussions: a literature review on the impact of influencers on eating behaviour and body self-perception Abstract: The aim of this article is to review the scientific literature regarding the impact of influencer marketing on eating habits and the development of attitudes related to body cult. For this purpose, the authors conducted a systematic review to identify empirical articles focused on influencer marketing strategies related to food or body cult published within the last ten years. Using specific keywords, 80 articles were retrieved from PubMed, Scopus, and WoS databases. Finally, a content analysis of 34 selected articles was performed. The findings show that the most common objective of these studies was to examine the characteristics of influencers in terms of message effectiveness, followed by assessing the impact of influencers on eating behaviours. Regarding study results among influencer marketing strategies on eating habits, no article included positive conclusions on influencer marketing and food. Journal: Int. J. of Internet Marketing and Advertising Pages: 28-45 Issue: 1 Volume: 24 Year: 2026 Keywords: influencer marketing; systematic review; food marketing; body cult. File-URL: http://www.inderscience.com/link.php?id=150510 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:24:y:2026:i:1:p:28-45 Template-Type: ReDIF-Article 1.0 Author-Name: Mudit Gera Author-X-Name-First: Mudit Author-X-Name-Last: Gera Author-Name: Dharminder Kumar Batra Author-X-Name-First: Dharminder Kumar Author-X-Name-Last: Batra Author-Name: Deepak Tandon Author-X-Name-First: Deepak Author-X-Name-Last: Tandon Title: Evaluating the varied aspects of mobile advertising and its implications in the contemporary market - a systematic literature review Abstract: With the development of mobile technologies, businesses today have great choices to connect with their customers, regardless of their time and location, with the help of various mobile advertising strategies. Hence, it becomes essential to analyse the changes in advertising strategies and the effect mobile advertising has on customers and organisations globally. The current study aims to outline the approaches used in mobile advertising to demonstrate its substantial market effects. For this purpose, a systematic critical literature review of 83 articles is conducted, which helps discover the most prolific authors and other seminal works in the mobile advertising context. The study espouses the critical need to evaluate the impact of the unique characteristics and nature of mobile advertising on the consumer attributes that result in better-targeted advertising. It shall also help organisations and scholars analyse various aspects of mobile advertising strategies and their impact on user engagement, enhancing their effectiveness. Journal: Int. J. of Internet Marketing and Advertising Pages: 83-117 Issue: 1 Volume: 24 Year: 2026 Keywords: mobile advertising; mobile marketing; M-advertising; advertising effectiveness; SLR; literature review; systematic literature review; user engagement. File-URL: http://www.inderscience.com/link.php?id=150511 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:24:y:2026:i:1:p:83-117 Template-Type: ReDIF-Article 1.0 Author-Name: A. Sathiya Prabhu Author-X-Name-First: A. Sathiya Author-X-Name-Last: Prabhu Author-Name: R. Ganapathi Author-X-Name-First: R. Author-X-Name-Last: Ganapathi Title: Influence of perceived quality and value and brand image on buying behaviour of consumers in rural areas with moderating effect of perceived risk Abstract: This research paper elucidates that that perceived quality and brand image are positively and significantly influencing buying behaviour of consumers in rural areas. Besides, interaction between perceived quality and perceived risk and interaction between perceived value and perceived risk are also positively and significantly influencing buying behaviour of consumers in rural areas. Thus, all the five hypotheses are supported by the findings and implications of the study is also discussed in this research paper. Journal: Int. J. of Internet Marketing and Advertising Pages: 46-64 Issue: 1 Volume: 24 Year: 2026 Keywords: brand image; perceived quality; perceived risk; perceived value. File-URL: http://www.inderscience.com/link.php?id=150512 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:24:y:2026:i:1:p:46-64 Template-Type: ReDIF-Article 1.0 Author-Name: Kohail Younes Author-X-Name-First: Kohail Author-X-Name-Last: Younes Title: The mediating role of online repurchase intention in stimulating the relationship between e-satisfaction, e-WOM, e-trust and e-loyalty Abstract: The aim of this paper is to investigate the influence of e-satisfaction, e-WOM, and e-trust on e-loyalty, as well as the mediating role of online repurchase intention between these variables. Structural equation modelling was used to analyse data collected from 315 participants. The findings indicate that e-satisfaction and e-trust were found to positively affect e-loyalty, while e-WOM was found to have no effect on e-loyalty. The results also showed that online repurchase intention mediates the relationship between e-satisfaction, e-trust, and e-loyalty. The originality of the current study is threefold. First, it indicates that online repurchase intention is a predictor of e-loyalty, which is a new contribution to the current literature. Second, this study explains the internal mechanisms of the relationship between e-satisfaction, e-trust, and e-WOM and e-loyalty. Third, the current study shows the role online repurchase intention as a mediator to explain the internal mechanism of the causal relationship between e-satisfaction, e-trust, and e-WOM and e-loyalty. Journal: Int. J. of Internet Marketing and Advertising Pages: 65-82 Issue: 1 Volume: 24 Year: 2026 Keywords: e-satisfaction; e-WOM; e-trust; online repurchase intention; e-loyalty. File-URL: http://www.inderscience.com/link.php?id=150515 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:24:y:2026:i:1:p:65-82 Template-Type: ReDIF-Article 1.0 Author-Name: Mónica Gómez-Suárez Author-X-Name-First: Mónica Author-X-Name-Last: Gómez-Suárez Author-Name: Mónica Veloso Author-X-Name-First: Mónica Author-X-Name-Last: Veloso Author-Name: Myriam Quinones Author-X-Name-First: Myriam Author-X-Name-Last: Quinones Title: Social media engagement and fear of travel: a premium hotel case study Abstract: The aim of this study is to understand how risk perception and fear of travelling affect social media interactions in premium hotels' reservation process. Tourists are increasingly using social media to gather reliable information for their travel judgements. Thus, this work specifically focuses on how these tourists' decision-making process is moderated by their risk perception. The results of a process model, based on the analysis of data from an online survey with 1,279 responses, show that brand attitude mediates the positive relationship between social media engagement and reservation intention and that fear of travelling, acting as a proxy variable of high-risk perception, moderates this relationship. Thus, as their high-risk perception increases, tourists actively engaged with a hotel brand via social media increase their reservation intention. The main findings in this study therefore strengthen extant knowledge of social media users' behaviour and comprise an effective tool for managing crises in top-tier hotels. Journal: Int. J. of Internet Marketing and Advertising Pages: 119-139 Issue: 2 Volume: 24 Year: 2026 Keywords: engagement; social media; risk perception; reservation intention; brand attitude; premium hotels; crisis management; moderated mediation model; process; SEM. File-URL: http://www.inderscience.com/link.php?id=151793 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:24:y:2026:i:2:p:119-139 Template-Type: ReDIF-Article 1.0 Author-Name: Rizqa Amelia Zunaidi Author-X-Name-First: Rizqa Amelia Author-X-Name-Last: Zunaidi Author-Name: Benazir Imam Arif Muttaqin Author-X-Name-First: Benazir Imam Arif Author-X-Name-Last: Muttaqin Author-Name: Titah Yudhistira Author-X-Name-First: Titah Author-X-Name-Last: Yudhistira Title: The effect of social media types on the relations between information and purchase intention of Indonesian clothing SMEs using information acceptance model Abstract: The rise of social media users has encouraged producers (including SME clothing industry) to market their products through social media. The advertisements posted by SMEs are expected to increase the intention of consumers to buy their products. Each social media type has certain characteristics that are different from others. Therefore, it is necessary to study the effect of advertising information on consumer intentions to buy products from the SME clothing industry in each type of social media. We use the information acceptance model as our problem-solving framework, with social media types as moderating variables. We include three social media types: networking-based social media, content sharing-based social media, and blogs and microblogs social media. We use SEM multi-groups to study the moderation effect of social media types. From the multi-group SEM analysis, the result showed that there is a significant moderating effect of the social media types on the research model. Journal: Int. J. of Internet Marketing and Advertising Pages: 140-161 Issue: 2 Volume: 24 Year: 2026 Keywords: information acceptance model; IACM; clothing SME; social media; multi-group SEM. File-URL: http://www.inderscience.com/link.php?id=151794 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:24:y:2026:i:2:p:140-161 Template-Type: ReDIF-Article 1.0 Author-Name: A. Sathiya Prabhu Author-X-Name-First: A. Sathiya Author-X-Name-Last: Prabhu Author-Name: R. Ganapathi Author-X-Name-First: R. Author-X-Name-Last: Ganapathi Title: Influence of advertisement on buying behaviour and brand loyalty through brand awareness of consumers in rural areas with moderating effect of perceived quality Abstract: This study found that advertising positively affects customer purchase behaviour. Brand loyalty affects advertising and customer purchases. Brand awareness and loyalty are also affected by perceived quality. Advertisements and brand awareness may also affect client purchases, the study found. Advertising and client purchases are mediated by brand awareness. The study also found that advertising and brand awareness boost consumer loyalty. Quality perception affects brand identification, loyalty, and customer purchase behaviour, according to this study. Brand awareness influences consumer purchase and loyalty. Products' perceived quality mediates this connection. Rural customers exhibit a positive, statistically significant relationship between quality, purchasing behaviour, and brand loyalty. Therefore, all hypotheses are supported. This study may help marketers and managers improve client buying behaviour through focused advertising across consumer segments. Managers and marketers must create and implement successful promotional tactics to boost brand recognition, market share, and competition. Journal: Int. J. of Internet Marketing and Advertising Pages: 200-224 Issue: 2 Volume: 24 Year: 2026 Keywords: advertisement; brand awareness; brand loyalty; buying behaviour; perceived quality. File-URL: http://www.inderscience.com/link.php?id=151795 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:24:y:2026:i:2:p:200-224 Template-Type: ReDIF-Article 1.0 Author-Name: Kristína Predanócyová Author-X-Name-First: Kristína Author-X-Name-Last: Predanócyová Author-Name: Peter Šedík Author-X-Name-First: Peter Author-X-Name-Last: Šedík Author-Name: Elena Horská Author-X-Name-First: Elena Author-X-Name-Last: Horská Title: Consumer choices in the food market: healthy and sustainable consumption Abstract: Food choices are influenced by current trends, rising consumer demand for healthy diet, and a growing interest in sustainable consumption. This study aimed to assess consumer attitudes toward healthy and sustainable consumption and a consumer survey was conducted in the Slovak Republic with 1,400 participants in 2022. Using statistical methods four latent dimensions related to these attitudes were explored (special diet, sustainable behaviour, healthy diet, and traditional Slovak diet). Using these dimensions, we identified four consumer clusters and analysed the differences among them. Findings indicate that Slovak consumers behave responsibly, actively reduce food waste, prefer fresh foods, practice waste separation and consume fruits and vegetables. Study brings a novel perspective on consumer behaviour in the food market, emphasising the aspect of health and sustainability in food choices. Moreover, consumer segments were created based on different attitudes toward healthy and sustainable consumption. Journal: Int. J. of Internet Marketing and Advertising Pages: 225-245 Issue: 2 Volume: 24 Year: 2026 Keywords: clusters; food choice; healthy consumption; sustainable consumption; Slovakia. File-URL: http://www.inderscience.com/link.php?id=151796 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:24:y:2026:i:2:p:225-245 Template-Type: ReDIF-Article 1.0 Author-Name: Brian Kee Mun Wong Author-X-Name-First: Brian Kee Mun Author-X-Name-Last: Wong Author-Name: Jia Yi Chua Author-X-Name-First: Jia Yi Author-X-Name-Last: Chua Title: The influence of social media advertising on consumers' brand behaviour: a case of Malaysian Gen Y and Gen Z Abstract: The paper aims to assess the effectiveness of social media advertising on brand awareness, interest, desire, and action (AIDA) among Gen Y and Gen Z consumers in Malaysia. Ego involvement and brand popularity were introduced into the AIDA model to reflect consumers' behaviour in modern advertising. An online questionnaire was deployed, where a total of 435 (229 Gen Y and 206 Gen Z) usable samples were collected and analysed using AMOS-SEM. Social media advertising is effective in creating brand awareness and brand interest. However, the effect on brand desire and brand action was only significant on Gen Zs. Ego involvement positively moderates the relationship between brand awareness and brand interest. However, brand popularity only mediates brand awareness and brand action among Gen Y consumers. The findings suggest the need for marketers to craft different social media advertising and brand popularity strategies at different levels of brand AIDA. Journal: Int. J. of Internet Marketing and Advertising Pages: 162-199 Issue: 2 Volume: 24 Year: 2026 Keywords: social media advertising; branding; AIDA; Gen Y; Gen Z; Malaysia. File-URL: http://www.inderscience.com/link.php?id=151797 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:24:y:2026:i:2:p:162-199