Most recent issue published online in the International Journal of Internet Marketing and Advertising.
International Journal of Internet Marketing and Advertising
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International Journal of Internet Marketing and Advertising
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http://www.inderscience.com/browse/index.php?journalID=84&year=2024&vol=20&issue=1
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What drives Generation Z to advocate for a brand online?
http://www.inderscience.com/link.php?id=136800
The objective of this study is to: 1) examine the impact of brand-related antecedents; brand social-benefits, brand distinctiveness, brand prestige and brand warmth on online brand advocacy (OBA) behaviour of Gen Z; 2) examine the impact of OBA on consumers' purchase intent; 3) to consider the moderating effect of social media involvement (SMI) on the relationship between the aforementioned antecedents and OBA. Based on an online questionnaire, data from 221 students were analysed using SPSS and Amos 23.0. The structural model reveals all antecedents to be positively related to OBA, which had a subsequent positive impact on purchase intent. Interestingly, SMI did have a moderating effect on the relationship between brand prestige, brand social benefits and OB, indicating the significance of engagement levels of Gen Zers and its impact on their advocacy intentions online. The paper shall be pivotal in enhancing brand trust and loyalty in these turbulent times.
What drives Generation Z to advocate for a brand online?
Vivek Mishra; Biswajit Das
International Journal of Internet Marketing and Advertising, Vol. 20, No. 1 (2024) pp. 1 - 25
The objective of this study is to: 1) examine the impact of brand-related antecedents; brand social-benefits, brand distinctiveness, brand prestige and brand warmth on online brand advocacy (OBA) behaviour of Gen Z; 2) examine the impact of OBA on consumers' purchase intent; 3) to consider the moderating effect of social media involvement (SMI) on the relationship between the aforementioned antecedents and OBA. Based on an online questionnaire, data from 221 students were analysed using SPSS and Amos 23.0. The structural model reveals all antecedents to be positively related to OBA, which had a subsequent positive impact on purchase intent. Interestingly, SMI did have a moderating effect on the relationship between brand prestige, brand social benefits and OB, indicating the significance of engagement levels of Gen Zers and its impact on their advocacy intentions online. The paper shall be pivotal in enhancing brand trust and loyalty in these turbulent times.]]>
10.1504/IJIMA.2024.136800
International Journal of Internet Marketing and Advertising, Vol. 20, No. 1 (2024) pp. 1 - 25
Vivek Mishra
Biswajit Das
Management Faculty, IIIT Bhubaneswar, India ' KIIT School of Management, KIIT D/U, Bhubaneswar, India
online brand advocacy
OBA
brand social benefits
brand prestige
brand distinctiveness
brand warmth
purchase intent
social media
2024-02-22T23:20:50-05:00
Copyright © 2024 Inderscience Enterprises Ltd.
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25
2024-02-22T23:20:50-05:00
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Effectiveness of social media influencers and their impact on customers' attitudes and buying intention
http://www.inderscience.com/link.php?id=136808
This research aims to bridge the industry and literature gaps by corroborating the impact of social media influencers on consumer attitudes and intentions towards promotions. A total of 350 responses were acquired through the purposive sampling method. The selected approach for testing the hypotheses was partial least squares (PLS). The observations corroborated the model by substantiating that source credibility, subjective norms, and meaning transfer were significantly related to attitude. Furthermore, source credibility, attitude, and subjective norms were significantly related to buying intention. From various contexts, this study contributes to the marketing literature and sector. First, this work employed the theory of reasoned action from the psychology domain to demonstrate the association between behaviour and attitude in human activities, which is presently being extended to an influencer marketing situation in Malaysia. Second, the outcomes of this research can offer profound insights and guiding principles for firms, marketing agencies, marketers, and influencers.
Effectiveness of social media influencers and their impact on customers' attitudes and buying intention
Hadeel Elmousa; Wong Foong Yee; Jun-Hwa Cheah
International Journal of Internet Marketing and Advertising, Vol. 20, No. 1 (2024) pp. 26 - 49
This research aims to bridge the industry and literature gaps by corroborating the impact of social media influencers on consumer attitudes and intentions towards promotions. A total of 350 responses were acquired through the purposive sampling method. The selected approach for testing the hypotheses was partial least squares (PLS). The observations corroborated the model by substantiating that source credibility, subjective norms, and meaning transfer were significantly related to attitude. Furthermore, source credibility, attitude, and subjective norms were significantly related to buying intention. From various contexts, this study contributes to the marketing literature and sector. First, this work employed the theory of reasoned action from the psychology domain to demonstrate the association between behaviour and attitude in human activities, which is presently being extended to an influencer marketing situation in Malaysia. Second, the outcomes of this research can offer profound insights and guiding principles for firms, marketing agencies, marketers, and influencers.]]>
10.1504/IJIMA.2024.136808
International Journal of Internet Marketing and Advertising, Vol. 20, No. 1 (2024) pp. 26 - 49
Hadeel Elmousa
Wong Foong Yee
Jun-Hwa Cheah
School of Business and Economics, University Putra Malaysia, Serdang, Selangor, Malaysia ' School of Business and Economics, University Putra Malaysia, Serdang, Selangor, Malaysia ' School of Business and Economics, University Putra Malaysia, Serdang, Selangor, Malaysia
social media influencers
SMIs
influencer marketing
attitude
purchase intention
subjective norms
partial least square
PLS
2024-02-22T23:20:50-05:00
Copyright © 2024 Inderscience Enterprises Ltd.
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26
49
2024-02-22T23:20:50-05:00
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Who are the right customers for mobile and paper coupons?
http://www.inderscience.com/link.php?id=136810
This study aims to investigate the factors that will help marketers identify suitable consumers for mobile and paper coupons. The quantitative research study adopts a series of three studies using two different types of coupons. The data analysis was done through factor analysis, multiple regression, and t-test. This study revealed that consumer's usage intention between mobile and paper coupons is contingent upon their level of technology acceptance, need for haptics, smart shopping behaviour, and risk averseness. Through shedding light on consumer's behavioural attributes, this research will contribute to the advancement of marketing theory in the emerging coupon literature. It will also help marketers develop their segmentation, communication, and distribution strategies and target the right customers accurately. It is the first study to examine the differences in consumers' perception between mobile and coupons in light of different behavioural attributes.
Who are the right customers for mobile and paper coupons?
Mohammad Galib
International Journal of Internet Marketing and Advertising, Vol. 20, No. 1 (2024) pp. 50 - 82
This study aims to investigate the factors that will help marketers identify suitable consumers for mobile and paper coupons. The quantitative research study adopts a series of three studies using two different types of coupons. The data analysis was done through factor analysis, multiple regression, and t-test. This study revealed that consumer's usage intention between mobile and paper coupons is contingent upon their level of technology acceptance, need for haptics, smart shopping behaviour, and risk averseness. Through shedding light on consumer's behavioural attributes, this research will contribute to the advancement of marketing theory in the emerging coupon literature. It will also help marketers develop their segmentation, communication, and distribution strategies and target the right customers accurately. It is the first study to examine the differences in consumers' perception between mobile and coupons in light of different behavioural attributes.]]>
10.1504/IJIMA.2024.136810
International Journal of Internet Marketing and Advertising, Vol. 20, No. 1 (2024) pp. 50 - 82
Hadeel Elmousa
Wong Foong Yee
Jun-Hwa Cheah
Department of Business Administration, College of Business, Tennessee State University, 37203, 330 10th Ave S., Nashville, Tennessee, USA
mobile and paper coupon
technology acceptance
TECH
need for haptics
smart shopping behaviour
SMSB
risk averseness
RISK
2024-02-22T23:20:50-05:00
Copyright © 2024 Inderscience Enterprises Ltd.
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50
82
2024-02-22T23:20:50-05:00
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Role of parasocial interaction and planned behaviour theory in consumption restriction intentions
http://www.inderscience.com/link.php?id=136821
Parasocial interaction (PSI) which defines relationships between influencers and consumers, is also a determiner of successful marketing initiatives. In essence, it contradicts environmental and societal concerns of communities regarding inordinate buying behaviours of consumers. This conundrum represents a rarely studied research area and constitutes the main motivation of the present paper that seeks to reveal how PSI and theory of planned behaviour (TPB) impact consumption restriction intentions. Drawing from social cognitive theory, this study identifies the PSI and TPB as exogenous and endogenous factors, and investigates their impact on consumption restriction intentions of consumers. Results aver that TBP is a rudimentary element for consumption restriction intention. Contrary to expectations, PSI demonstrated insignificant effect on intention. But it is also found that isolated PSI negatively impacts consumption restriction intentions on low media/celebrity influence condition. This study paves a new path for PSI-behavioural intention studies by exclusively focusing on pro-environmental intentions.
Role of parasocial interaction and planned behaviour theory in consumption restriction intentions
Ahmet Durmaz; Mehmet Yuksel; Nilsah Cavdar Aksoy; Ebru Tumer Kabadayi
International Journal of Internet Marketing and Advertising, Vol. 20, No. 1 (2024) pp. 83 - 107
Parasocial interaction (PSI) which defines relationships between influencers and consumers, is also a determiner of successful marketing initiatives. In essence, it contradicts environmental and societal concerns of communities regarding inordinate buying behaviours of consumers. This conundrum represents a rarely studied research area and constitutes the main motivation of the present paper that seeks to reveal how PSI and theory of planned behaviour (TPB) impact consumption restriction intentions. Drawing from social cognitive theory, this study identifies the PSI and TPB as exogenous and endogenous factors, and investigates their impact on consumption restriction intentions of consumers. Results aver that TBP is a rudimentary element for consumption restriction intention. Contrary to expectations, PSI demonstrated insignificant effect on intention. But it is also found that isolated PSI negatively impacts consumption restriction intentions on low media/celebrity influence condition. This study paves a new path for PSI-behavioural intention studies by exclusively focusing on pro-environmental intentions.]]>
10.1504/IJIMA.2024.136821
International Journal of Internet Marketing and Advertising, Vol. 20, No. 1 (2024) pp. 83 - 107
Ahmet Durmaz
Mehmet Yuksel
Nilsah Cavdar Aksoy
Ebru Tumer Kabadayi
Gebze Technical University, 41400, Gebze, Kocaeli, Turkey ' Gebze Technical University, 41400, Gebze, Kocaeli, Turkey ' Galatasaray University, 34349, Ciragan, Ä°stanbul ' Gebze Technical University, 41400, Gebze, Kocaeli, Turkey
parasocial interaction
PSI
social cognitive theory
theory of planned behaviour
TPB
consumption restriction
social media
2024-02-22T23:20:50-05:00
Copyright © 2024 Inderscience Enterprises Ltd.
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83
107
2024-02-22T23:20:50-05:00
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CSR ad impact on purchase intention
http://www.inderscience.com/link.php?id=136815
The study investigates the impact of CSR-oriented ad on customer purchase intention from the perspective of an economy brand. Convenience sampling was employed aiming at respondents having brand awareness and involvement in the purchase of similar product category of competing brands. The hypothesis was confirmed by applying regression analysis and satisfying all required assumptions. Findings revealed the moderate positive effect of CSR-oriented ad on customer purchase intention, though it is considered a significant contribution as convincing the high-income group to purchase a low-end brand even with little margin is a motivating factor. Further, in general, the majority of respondents expressed their opinion for more CSR activities. As for limitations, the chosen brand might be considered low or economical among the sample chosen in this study, but it might have a better perception in other countries.
CSR ad impact on purchase intention
Syed Ali Abbas
International Journal of Internet Marketing and Advertising, Vol. 20, No. 1 (2024) pp. 108 - 118
The study investigates the impact of CSR-oriented ad on customer purchase intention from the perspective of an economy brand. Convenience sampling was employed aiming at respondents having brand awareness and involvement in the purchase of similar product category of competing brands. The hypothesis was confirmed by applying regression analysis and satisfying all required assumptions. Findings revealed the moderate positive effect of CSR-oriented ad on customer purchase intention, though it is considered a significant contribution as convincing the high-income group to purchase a low-end brand even with little margin is a motivating factor. Further, in general, the majority of respondents expressed their opinion for more CSR activities. As for limitations, the chosen brand might be considered low or economical among the sample chosen in this study, but it might have a better perception in other countries.]]>
10.1504/IJIMA.2024.136815
International Journal of Internet Marketing and Advertising, Vol. 20, No. 1 (2024) pp. 108 - 118
Ahmet Durmaz
Mehmet Yuksel
Nilsah Cavdar Aksoy
Ebru Tumer Kabadayi
School of Business, Beaconhouse National University, Lahore, Pakistan
CSR
purchase intention
brand revitalisation
COVID-19
consumer behaviour
2024-02-22T23:20:50-05:00
Copyright © 2024 Inderscience Enterprises Ltd.
20
1
108
118
2024-02-22T23:20:50-05:00