Forthcoming and Online First Articles

International Journal of Internet Marketing and Advertising

International Journal of Internet Marketing and Advertising (IJIMA)

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International Journal of Internet Marketing and Advertising (53 papers in press)

Regular Issues

  • Attribution Modeling in Digital Advertising for E-commerce   Order a copy of this article
    by Sergey Alexandrovskiy, Olga Trundova 
    Abstract: The authors aim to offer a probability approach for measuring media contribution to online conversions in e-commerce. The authors reviewed literature on attribution modelling with application of heuristics (Google Analytics) and probability (Markov chains) models. The survey used the data of customer journeys from 134132 users to build up the attribution model. As a result, Markov chains model minimizes the value of Direct online channel, and redistributes the value in favor of other traffic channels and gives a significant weight to the paid traffic. Markov chains model increases the importance of Display and Paid Search channels, which is not so noticeable in heuristic models. Findings of this study help marketers to apply Markov chains modeling in online advertising evaluation and budgeting. The authors proposed application of Markov chains attribution modelling in the e-commerce website. Other e-commerce companies might apply Markov chains attribution modeling in a similar way.
    Keywords: attribution modeling; digital advertising; ecommerce; multi-channel measurement; Markov chains model; probability model.

  • Why are communal advertisements more effective than agentic ones? The role of the self-congruity effect   Order a copy of this article
    by Konrad Hryniewicz 
    Abstract: The article expands the knowledge on marketing effectiveness of advertisements containing agentic and communal content with recipients characteristics. Three studies were carried out (N = 398, N = 339, N = 512) where two advertising conditions were manipulated. One contained agentic content and second communal. The research focused on the relation recipients agency and communion with a series of measurements of the advertising effectiveness (self-congruity, purchase intention, the attitude toward the product, advertisement and brand). Results were summarized with a meta-analysis which showed that the increase in the effectiveness containing communal content significantly depended on the increase in the recipient's communion (the self-congruity effect) while the increase in the recipient's agency was related to the weaker and equal increase in the effectiveness containing both agentic and communal content (the lack of the self-congruity effect). The collected data indicates that the higher effectiveness of communal advertising depends on the recipients communion.
    Keywords: communion; agency; advertising effectiveness; self-congruity; meta-analysis.

  • Adoption of VoD services: An investigation of extended Technology Acceptance Model   Order a copy of this article
    by Rahul Sharma, Amit Kakkar 
    Abstract: As the times are changing, so are the consumption patterns and purchase intentions of the customers for different products/services and the same are also witnessed in the entertainment industry. With the amalgamation of rock bottom data prices and wide penetration of smartphones, the streaming apps (VoD services) are witnessing a whirlwind acceptance among its target audience. The present study is conducted to study the factors influencing the purchase intention of VoD services. The conceptual model centered around TAM (Technology Acceptance Model) was theorised to study the purchase intention of VoD services with the addition of dimensions Perceived Enjoyment (PE) and Content and the antecedents of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU). The data was collected from 207 respondents who were using VoD services and the responses were analysed using the Smart-PLS 2.0. The study established the significant and positive effect of PEOU and PU, Perceived Enjoyment (PE) and Content on the intention to use VoD services. The findings suggest the acceptance of newer technologies like VoD by customers because of Ease of Use and Usefulness along-with Content availability and Enjoyment. It establishes the fact that all the newer technologies which are useful and easy to use to the customers will be accepted by their respective target customers.
    Keywords: VOD; Content; OTT; Technology Acceptance Model (TAM); Smart PLS.

  • Customers perspectives on marketing mix elements in social media-based purchases   Order a copy of this article
    by Bình Nghiêm-Phú 
    Abstract: Much research has examined customers perspectives on information tools in particular and the marketing mix elements in general. However, several theoretical gaps can still be observed. In this study, the roles that social media-based information inputs have with customers perceptions of trust in sellers (People), Products, Price, distribution method (Place), purchase process (Process) and their intentions were examined. Using data gathered from university students in Vietnam, this study found that textual descriptions and pictures created by sellers had some significant impacts on customers perceptions of trust in sellers and the purchase process. In addition, pictures and hashtags contributed by buyers had some significant influences on customers evaluations of price and the purchase process. Implications for marketing theory and practice were discussed, together with the limitations of this study and the directions for future research.
    Keywords: social networks; organic information; induced information; online shopping; structural equation modeling.

  • Influence of Social Media and Online Reviews on University Students Purchasing Decisions   Order a copy of this article
    by Mostafa Torabi, Charles H. Bélanger 
    Abstract: The main purpose of this study is to investigate and gauge the influence of rating websites and social media on consumers purchasing behaviour and their choices. The present research considers a comparison between choosing a university and a restaurant by consumers based on using social media and online reviews. The study develops a multidimensional model to recognize the influence of online rating websites and social medial on consumer purchasing decisions. Results reveal that information adoption and risk-taking are important factors towards consumer purchasing decisions. However, there is no significant relationship between demographic traits and consumer purchasing decisions based on the proposed model and findings. Moreover, the study confirms that long-term benefits outweigh the expediency of a decision when respondents were reviewing websites.
    Keywords: social media; e-word of mouth; online reviews; information adoption; risk; consumer purchasing decisions.
    DOI: 10.1504/IJIMA.2021.10041137
  • Exploring Brand Humanization on SNSs: Brand Personality and Its Influence on Brand Partner Quality, Brand Attitude, and Consumer Behavioral Engagement   Order a copy of this article
    by Eun Sook Kwon, Jooyoung Kim 
    Abstract: This study explored whether consumers interacting with brands on SNSs attribute human-like personalities to brands and further examined the relationships between personality dimensions and brand performance measures. Responses from 922 research participants (530 brand followers and 392 brand non-followers on SNSs) were analyzed. Brand followers and brand non-followers attributed some of the same personality dimensions (Sophistication, Sincerity, and Competence) while there were differences between the two groups: Excitement only among brand non-followers; Agreeableness and Unpleasantness only among brand followers. The personality dimension Sincerity had a strong, positive influence on brand performance measures. Implications are discussed.
    Keywords: Brand personality; Big Five; Brand partner quality; Brand attitude; Behavioral engagement; Social networking sites.

  • Factors Affecting the Impact of Text Message Advertising   Order a copy of this article
    by Christos Livas, Apostolos Skotis 
    Abstract: The ubiquity of mobile devices has given rise to numerous interactive marketing tactics, many of which involve the delivery of written text. Due to the paucity of studies assessing the effectiveness of mobile marketing communications, the present research aims at identifying factors affecting text message (or short message service SMS) advertising impact. An investigation of one hundred and thirty-nine campaigns launched by eight leading multinational brands operating in the Greek cosmetics industry demonstrated that the introduction of targeted and shorter campaigns during seasonal sales, as well as the conveyance of emotional and rarity appeals, enhance purchase rate and sales impact. Results indicate that text message advertising should be geared towards particular marketing objectives. Its impact is enhanced by identification of contextual opportunities and adaptation of message content to consumers buying situations. Overall, with use of data from marketing practice, the present study contributes to improved campaign planning and execution.
    Keywords: mobile phones; mobile advertising; SMS; text message advertising; mobile promotions; campaign characteristics; message appeals; message adaptation; impact; effectiveness.

  • A Comparative Impact of Cause-Related Marketing and Sponsorship Leveraged Internet Display Advertising   Order a copy of this article
    by Wilson Ndasi, Elvira Bolat, Gelareh Roushan 
    Abstract: Cause-related marketing (CRM) and sponsorship activities have become an increasingly popular corporate social responsibility (CSR) strategy, whereby firms partner with non-profit organisations (NPOs) to achieve varieties of business objectives, while still supporting NPOs social causes. Advances in internet technology and e-commerce activities have facilitated the widespread use of internet CRM and sponsorship advertisement frames targeting potential donors and online customers. Typically, firms communicate through ads in a variety of ways, such as offering a precise donation amount (PDA) to the charity organisation in question, or by declaring mutually beneficial collaboration of the firms brand with the non-profit organisation (NPO), by stating an imprecise donation (IDA)offer. This study compares the effectiveness of PDA ads (both at low and high donation amounts) with imprecise donation amount (IDA) internet display advertisement frames, in terms of attitude and purchase intention from a fundraising perspective. Using a web-based experimental survey design involving the national representative sample, the results of the ANCOVA analysis revealed that there is no significant difference in attitudes between precise and imprecise donation ad frames(PDA & IPA). However, PDA advertisements were found to indicate higher purchase intention than the IDA ad frame; regardless of the perceived donation amounts were either low or high. Furthermore, PDA ads with higher donation amounts (versus low donation amount) engender greater purchase. This study contributes to the understanding of the effective use of cause-related and sponsorship internet ads, for consumer segmentation and targeting.
    Keywords: Internet advertising; online cause-related marketing; online sponsorship; display ad ; donation amount; online Charity fundraising.
    DOI: 10.1504/IJIMA.2020.10039765
  • Is WhatsApp a 'New Age Advertising tool'?   Order a copy of this article
    by Mallika Srivastava, Semila Fernandes 
    Abstract: With the emergence of social media, many organizations have started using social media platforms such as WhatsApp, Facebook, and Twitter for their marketing communication campaigns (Merlio, 2017). Given that todays consumers are considered digital natives and comprise the Generation C segment (born from 1982 to late 90s/early 00s termed as the psychographic group) (Forbes, 2018), one might suspect this group to be active in creating and disseminating product knowledge within social groups. This paper is an attempt, at studying the Generation C of urban consumers towards acceptance of WhatsApp as a tool for publicizing product information, and the impact of viewers reaction on watching the advertisements on WhatsApp towards their viral intention. The analysis of the dimension of the VRP (Viewers Response Profile) scale posited that consumers weighed the dimension of confusion the highest, and brand reinforcement as the weakest predictor of VRP. Additionally, Time spent on WhatsApp had significant impact on Viral Intention. Gender and Time spent on WhatsApp partially moderated the relationship between Viewers Affective Reaction and Viral Intention.
    Keywords: Viewer response profile;WhatsApp;Viral intention.
    DOI: 10.1504/IJIMA.2021.10042787
  • Advertising in App: a Neuroscientific Approach   Order a copy of this article
    by Federico Cassioli, Michela Balconi 
    Abstract: The present study investigated, through eye-tracking, the impact of animation and interactivity in the Ad on visual behaviour. Users were asked to use an app, programmed by the research team, where 4 types of Ad stimuli, obtained by crossing the two features, were exhibited. Results from moderation analysis indicated Animation and Interactivity as predictors of the number of Ad fixations, a sign of higher attentional engagement. Furthermore, a negative effect of Interactivity on Animation was found, highlighting a tendency to avoid too complex Ad stimuli, in accordance with the concept of cognitive workload and the absence of an additive effect.
    Keywords: Eye-tracking; In-App Advertising; Ad efficacy; Animation; Interactivity.

  • The Impact of Social Media Marketing Activities on Student Desires: Analyzing the Mediating Role of Brand Identity, Perceived Value, and Satisfaction   Order a copy of this article
    by Mohammad Zia Mohseni, Saeed Jafari Titkanloo 
    Abstract: With the increasing competitive circumstance in higher education, universities need to identify tools to increase student satisfaction and retention. The purpose of this study was to investigate the impact of social media marketing activities (SMMA) on students' willingness to participate and pursue higher education through the mediating role of brand identity (BI), perceived value (PV), and satisfaction (SAT). The population of the study includes the top four universities in Kabul that use social media to do their marketing activities. For data collection, 373 questionnaires were distributed among the students of these universities. The research model was tested using structural equation modeling technique. The findings show that SMMAs have a positive impact on BI, PV, and SAT. The results of data analysis also show that SMMAs through BI and PV indirectly affect SAT. Also, BI and PV through consent indirectly influence the Continuance Intention and the Participation Intention.
    Keywords: Social Media Marketing Activities; Brand Identity; Perceived Value; Satisfaction; Higher Education.

  • How Twitter advertising influences the purchase intentions and purchase attitudes of Indian Millennial consumers?   Order a copy of this article
    by Suhail M. Ghouse, Rodney Graeme Duffett, Monica Chaudhary 
    Abstract: This research investigates the influence of Twitter advertising on the purchase intentions and purchase attitudes of the Millennial internet users in India, as well as to assess if the usage and demographic variables had an influence on their buying intentions and buying attitudes. A convenient sample was used to survey 500 Indian Millennials via self-administered structured questionnaires. The results reveal Twitter advertising has a positive impact on the purchase attitudes of Indian Millennials. More experienced Twitter users; logged-on more frequently; spent fewer hours; followed a greater number of companies/brands; were female; and younger Indian Millennial respondents had the most favourable perceptions towards Twitter advertising. The research findings will help traditional organisations to acknowledge and adapt their promotional strategies to include Twitter advertising in their marketing budgets. This study also contributes to attitudinal research literature in an Indian context, which lacks research in social media advertising featuring the Millennial segment.
    Keywords: Millennials; Generation Y; buying behaviour; purchase intentions; purchase; consumer attitudes; Twitter marketing communication; social media marketing; India.
    DOI: 10.1504/IJIMA.2021.10034185
  • Worried about Digital Footprint?: Attitudes Toward Online Behavioral Advertising with the AdChoices Icon   Order a copy of this article
    by Soontae An, Hannah Kang 
    Abstract: This study examined the efficacy of using the AdChoices icon, a symbol that indicates the use of Online Behavioral Advertising (OBA) on websites. Despite the increased use of OBA for internet advertising, little is known as to its impact on user attitudes toward websites and advertisements that voluntarily display the icon. This study conducted a survey with 199 undergraduate students in the U.S and compared the effects of the icon in individuals with less favorable attitudes toward OBA in general to those in people holding more favorable attitudes toward OBA in general, in relation to their privacy concerns. For those with less favorable attitudes toward OBA, their attitudes toward the website displaying the icon increased significantly when the individuals perceived privacy concern was high. Those with more favorable attitudes toward OBA did not show much change regardless of individual privacy concerns. However, such an interaction effect was not observed for the advertisements themselves on websites displaying the icon. Furthermore, this study investigated the mediating role of attitudes toward the website with the icon in the relationship between perceived privacy concerns and attitudes toward the advertisement with the icon. The results indicate that effective self-regulation is a viable solution, and these results warrant more systematic research and the development of more effective self-regulatory mechanisms.
    Keywords: Online behavioral advertising (OBA); Self-regulation; AdChoices icon; privacy concerns.

  • Consumer acceptance of online display advertising The effects of ad characteristics and attitude toward online advertising   Order a copy of this article
    by Priscilla Teika Odoom, Bedman Narteh, Raphael Odoom 
    Abstract: Extant research address online display advertising effectiveness as a function of ad characteristics. However, issues regarding the influence of specific ad characteristics remain under explored and fragmented. Also, the role of ATOA in facilitating the effects of ad characteristics on consumers ad acceptance is not properly addressed. Yet, these insights are essential for marketers to break through the clutter and enhance favourable reactions toward their display ads. This study extends existing online advertising literature by examining the influence of interactivity, placement, informativeness, personalisation, and exposure condition on ad acceptance; and also assesses the intervening effect of ATOA in these relationships, using the stimulus organism response model as a theoretical lens. An online survey was employed to gather the study data which was analysed using structural equation modelling. Findings support all except placement as essential ODA characteristics that directly influence ad acceptance among consumers, and ATOA emerged as a strong mediator of these relationships.
    Keywords: ODA; online display advertising; online advertising effectiveness; attitude toward online advertising; stimulus organism response model; interactivity; personalisation; exposure condition; ad acceptance.

  • Why shopping on social media? A systematic review   Order a copy of this article
    by Carlos Oliveira, Ana Cristina Bicharra Garcia, Bruna Diirr 
    Abstract: Billions of people around the world currently use social media. They have been used for sharing and seeking information, which helped to boost its use for sales of products/services. Despite the vast possibilities of sales on social media, conversion rates for online sales on social media platforms are very low (less than 1%). In this paper, we present a systematic literature review addressing two questions: (Q1) What are the main factors impacting consumers buying behavior the literature has brought to light? (Q2) How has the perception of marketing in social media evolved in recent years? Our main contribution was to show what these factors are and how they relate to each other. Knowing these factors allows marketers to offer the highest number of stimuli and avoid discouragement on their pages/channels on social media.
    Keywords: Shopping on social media; Buying behavior; Stimulus factors; Influencer marketing; Systematic review.
    DOI: 10.1504/IJIMA.2020.10038725
  • Examining customers intention to rely on online reviews   Order a copy of this article
    by Sridevi Periaiya, Manoraj Natarajan, Lakshmi Narasimhan Vedanthachari 
    Abstract: The use of online reviews among online shoppers has increased significantly in recent years and has reduced uncertainty and risks associated with online shopping. As it has become a reliable source for product information, this research study focused to identify and assess the intention of online shoppers reliability on online reviews. Here consumers intention to rely on online reviews were studied based on their decision-making style, personality trait, and online behaviour. A quantitative survey involving 375 Indian online shoppers were performed to identify and understand their reliance on online reviews. The study deliberates that consumer with high price consciousness, value consciousness, brand consciousness, and self-esteem rely on online reviews for their online purchases. On the other extent, consumer who are quality conscious and having online shopping anxiety do not rely on online reviews. This research adds to the growing literature on consumer information theory and validates the link between consumer shopping motivation and their informational needs.
    Keywords: Online review; eWoM; decision-making style; self-esteem; online anxiety; information requirement;.

  • Customer Satisfaction and Loyalty with Corporate Multi-Brand Web Sites in an Era of Social Media and Misinformation.   Order a copy of this article
    by Meriem Agrebi, Jean Louis Chandon, Judith Lynne Zaichkowsky 
    Abstract: In the age of social media, are brand websites still relevant? Confronted by social media, multi-brand companies face a challenge to control their brand image and advertising content. Building an interactive website, as a common umbrella to their many brands, can produce a successful customer experience leading to satisfaction and brand loyalty. This paper investigates e-loyalty toward multi-brand websites that aggregate, on a single website, brands and products belonging to the same parent company (corporate brand). Using a quasi-experiment on two major corporate multi-brand websites, the study uncovers a positive multi-brand experience effect coming from the benefits of having multiple brands on the same site. The multi-brand experience on e-loyalty is stronger for first-time visitors compared to repeat visitors and e-loyalty increases with the number of brands purchased before visiting the website. The study provides strong evidence to support a positive effect of multi-brand websites on e-loyalty.
    Keywords: multi-brand websites; e-satisfaction; e-loyalty; website content features; online brand experience.
    DOI: 10.1504/IJIMA.2021.10037440
  • The Role of Online Source Credibility and Influencer Identification on Consumers Purchase Decisions   Order a copy of this article
    by Tugba Özbölük, Kutay Akdogan 
    Abstract: The easy access to social media has created influencers that take advantage of this opportunity and gather their own audience. It did not take long for influencers to enter the radar of marketers looking for different ways of reaching consumers. Influencer marketing has become one of the most popular tools in marketing communication. The increasing number of brand-influencer collaborations raises the question of whether influencers are as effective as they are thought to be.rnThe effect of influencers on consumers purchasing behaviour is an important topic in marketing. However, research on this topic is very scarce. Accordingly, this paper aims to investigate the effect of online source credibility and influencer identification on consumers purchase decisions. An online survey is conducted on 460 participants to achieve this aim. Results show that the perceived trustworthiness of influencers and influencer identification positively affects consumers purchase decisions.
    Keywords: Influencer; Influencer Marketing; Online Source Credibility; Influencer Identification.
    DOI: 10.1504/IJIMA.2022.10044378
  • Innovation from Virtual Brand Community Members may only be Virtually Effective   Order a copy of this article
    by Paul Barretta, Fuat F?rat 
    Abstract: This study measures how effective crowdsourcing innovation from a Virtual Brand Community (VBC) is for promoting brand attachment of members and non-members of that VBC. Experimental design is used to survey members and non-members of the website to measure brand attachment and affect toward an innovation of the company in the form of a comic book universe reset, a form of product innovation for this market. Mean Difference Testing and Structural Equations indicate that brand attachment is higher at a statistically significant level when measuring the interaction effect of innovation source x community membership; the less consumers know about the source of the innovation the better; knowledge that innovation is sourced from the VBC may be effective for increasing brand attachment of members of the VBC, but not for non-members, indicating that applying characteristics of traditional brand communities to VBCs may not be effective.
    Keywords: Virtual Brand Community; VBC; Brand Attachment; Marvel Comics; Crowdsourcing; Product innovation; Brand Community.

  • Cultivating consumer-brand relationship in social media: The role of consumer willingness to engage   Order a copy of this article
    by Terri Chan 
    Abstract: In todays digital era, social media advertising efforts continue to expand with strong abilities to concisely target, behaviorally profile, and interactively engage consumers. In the midst of plentiful brand information presented on social media, it has been argued that while consumers can attend to many brands, it is through consumers motivation to interact with one particular brand that brand-consumer relationship can be further fostered. Using stage theories of relationship development as the overarching framework, consumer and brand relationship in this study is conceptualized to be similar to the trajectory of a close friendship, which involves active engagement from both parties. Collating data from three independent sources, this study examined 195 leading consumer brands across 23 product categories in China to verify the role of consumers willingness to engage in shaping brand preference.
    Keywords: consumer-brand relationship; consumer engagement; social media; empirical; online advertising; brand salience; brand distinctiveness.

  • Motivations underlying Vietnamese consumers post-adoption behaviors of mobile contextual advertising: Focusing on advertising value and security risk   Order a copy of this article
    by Xuan Cu Le 
    Abstract: This study tailors an advertising value and security risk-based post-adoption behavior model toward mobile contextual advertising (CAD). 316 valid responses were gathered to assess the reliability and validity of the model. The Structural Equation Modeling (SEM) was applied for evaluating hypothesis testing. The findings expose that post-adoption behaviors are motivated by the predominance of advertising value over security risk. Besides, a mechanism of advertising value based on Choice Value Paradigm (CVP) and a manner of alleviating security risk via compliance factors are unraveled. Furthermore, use intention and seeking information intention increase the explanatory significance. This research guides marketers to understand how to adopt effective marketing trajectories based on the equivalence between advertising value for customers and information usage for firms business purposes. Also, firms guarantee policies associated with the validity of a comprehensive regulatory framework must be considered to address security risk in CAD
    Keywords: advertising value; post-adoption behaviors; privacy statement; security risk; spatiotemporal focus.

  • Investigation of generational differences in advertising behavior and fake news perception among Facebook users   Order a copy of this article
    by Sunil Hazari 
    Abstract: Facebook is the largest social media platform that is used by all generations of users and businesses. Many users consider Facebook as a primary news source even though the news on Facebook is not authenticated. This fake news can be used for financial or political gain and can also impact consumer behavior towards products. The purpose of this study was to investigate advertising response behavior and fake news perception among multi-generational Facebook users in conjunction with other variables such as gender and political affiliation. Data were collected using a multi-stage quota sample of 400 respondents. A scale was developed and psychometrically tested as part of the study to determine fake news perception. Findings of this study can be used to drive engagement with Facebook users, and develop campaigns that use actionable segmentation scheme. Implications of user behavior and fake news perception are discussed, and future research directions are provided.
    Keywords: Facebook; fake news; market segmentation; political marketing; political psychology; ideological differences; multi-generational differences.

  • A Moderated-Mediated Model of the Effect of Social Media Advertising on Consumer Buying Behavior: Evidence from India   Order a copy of this article
    by Krishna Kumar Rajarathinam, Logu Rathinam, Satyanarayana Parayitam 
    Abstract: The purpose of this research is to investigate the advertisement effectiveness of social media marketing among young consumers especially in Indian context. A conceptual model is developed and empirically tested after collecting data from 1325 respondents from two cosmopolitan cities of Southern India (Chennai and Coimbatore) using structured instrument. The hierarchical regression results indicate that: (i) Social media advertising is positively and significantly related to use of social media by consumers, (ii) Use of social media is significantly and positively related to (a) online buying behavior,(b) habitual buying behavior, (c) variety-seeking buying behavior, and (d) impulsive buying behavior. Results also indicate that various factors of social media (viz., accessibility, customization, user interest, and user interaction) moderate the relationship between social media advertising and use of social media by consumers. Finally, findings support for partial mediation of use of social media in the relationship between social media advertising and consumer buying behavior. Implications for advertising literature and practicing managers are discussed.
    Keywords: Social media; online buying behavior; impulsive buying behavior; variety-seeking buying behavior.

  • Brand Celebrities. Analysis of Celebrity Sponsorship Posts on Facebook   Order a copy of this article
    by Goetz Greve, Andrea Schlüschen, Claudia Fantapié Altobelli 
    Abstract: The social media accounts of celebrities have inspired innovative ways for companies to promote their brands. One form of celebrity-related advertising are celebrity-sponsorship posts. These posts often come at a high cost for the advertiser while it remains unclear which content characteristics are expected to influence the effectiveness of these posts. This paper investigates the impacts of content characteristics of celebrity-sponsorship posts on Facebook on customer engagement. Structural equation modelling was used to assess the characteristics of 313 sponsored posts from 128 celebrities endorsing 154 brands. Drawing on the dual mediation hypothesis and uses and gratification theory, this study reveals that distinct content characteristics drive either attitudes towards the celebrity or attitudes towards the brand, revealing the double-edged nature of celebrity-sponsorship posts. The findings suggest that marketing managers should carefully design celebrity sponsorship posts by adjusting the balance between celebrity and brand emphasis. Otherwise, there might be a threat of either the brand being overshadowed by the celebrity, thus reducing brand attitude, or the brand capturing the celebrity by - from a fans perspective - being obviously recognized as plain advertising; as such, this effect can harm the attitude towards the celebrity and, consequently, reduces customer engagement.
    Keywords: Celebrities; Brands; Celebrity Sponsorship Posts; Social Media; Facebook.

  • Return on Investment (ROI) and Return on Ad Spend (ROAS) at the Action level of AIDA using Last Touch Attribution method on Digital Advertising platforms   Order a copy of this article
    by Sriram K V, Anup Ananda Poojary, Vineet Jawa, Giridhar B Kamath 
    Abstract: The purpose of this paper is to help marketers realize the importance of the last-click attribution model at the Action level of the AIDA model on the Return on Investment (ROI). Marketers often rely on last-click attribution modelling, and they obtain undesired results as Google Ads and Facebook Ads use the last-click attribution model as the default model. Being plagued with attribution-based issues, firms can end up overspending their budget because the ROI shows discouraging results and firms end up curtailing the campaigns, which further drops the conversion. This paper analyses the data from a jewellery brands marketing campaigns to understand the effect of Action level advertisements on Google Ads and Facebook platforms over Return on Investment (ROI). In conjunction with the ROI being affected by last-touch attribution, the authors have questioned the effect of the AIDA models last phase/level, i.e., the Action levels effect on ROI from the advertising platform. The findings revealed that ROI through Google Ads and Facebook Ads were different in the Action level of the AIDA using the last touch attribution model. This study contributes to the evidence of the ROI queries that the marketers have faced in the current digital marketing domain.
    Keywords: return on investment; ROI; last touch attribution; last click attribution; AIDA model; action level AIDA model; google ads; facebook ads; ROAS; analytics.

  • Effects of Celebrity, Social Media Influencer, and Peer Endorsements on Consumer Responses Toward a Celebrity-Owned Brand: The Role of Source Credibility and Congruency   Order a copy of this article
    by Shiyun Tian, Jo-Yun Li 
    Abstract: Considering the growing popularity of celebrity-owned brands through social media advertising, this study investigates how different types of product endorsers (i.e., celebrities, social media influencers [SMI], and peer Internet users) influence consumers judgments toward celebrity-owned brands on Instagram. Results indicated that perceived expertise was important in consumers evaluation of product endorsement messages, whereas perceptions of endorsers trustworthiness did not differ across the three conditions. In terms of endorsement effectiveness, celebrities and SMIs had more significant impacts on consumer responses than fellow consumers when endorsing a brand owned by the celebrity, in which perceived expertise mediated the relationship between endorser type and advertising effectiveness. In addition, the endorser-consumer congruency is more prominent to SMI endorsements than to peer endorsements, whereas the endorser-product congruency is more crucial to peer endorsements than to celebrity endorsements. Theoretical and practical implications for researchers and marketers are discussed.
    Keywords: product endorsements; celebrity endorsements; social media influencer; peer; advertising; Instagram; celebrity-owned brand; source credibility; trustworthiness; expertise; endorser-consumer congruency; endorser-product congruency.

  • Influence of Post Types on Facebook Engagement: The Moderating Roles of Brand Category and Brand Internationalization   Order a copy of this article
    by Mathupayas Thongmak 
    Abstract: Strategies for brand community engagement have been lagging behind the social media growth. This paper thus attempts to understand the effects of content types on brand community engagement (likes, comments, and shares) in the understudied yet important country of Thailand using a comprehensive framework. This study collected 1,574 posts from 183 Facebook pages in nine brand categories. Content analysis was conducted to extract the content type of each post. The main study explored post-type effects together with the moderating influences of the brand category (FMCGs vs. non-FMCGs) and brand internationalization (global vs. local brands). The research also explored real cases of Facebook posts in nine brand categories and compared the influence of posts on fan engagement. The findings showed that different content types were utilized among brand categories and brand groups, but above all entertaining posts received the highest fan engagement. Both FMCG and global brands significantly moderated several relationships between post types and fan engagement. There was a small number of posts in some brand categories due to the nature of each industry. Recommendations are made regarding an effective content strategy to enhance Facebook page engagement for marketers and social media managers.
    Keywords: Facebook; content strategy; uses and gratifications; brand page; engagement; brand category; brand internationalization; FMCG.

  • Role of Brand Experience, Brand Trust and Brand Love in Assessing Brand Loyalty: A Study of Fashion Jewellery Brands among Women   Order a copy of this article
    by Dheeraj Nim, Shamily Jaggi, Gursimranjit Singh 
    Abstract: Building strong brands become an imperative part of almost every firm and jewellery firms are not an exception to this. This present paper is an attempt to assess the mediating role of brand trust, brand satisfaction and brand love in the relationship between brand loyalty and brand experience. The hypotheses framed were tested from randomly collected data through self-administrated questionnaire filled by 300 females across PAN India. Responses were taken on five point Likert scale and the measurement model was tested through Structural Equation Modelling (SEM) technique with Smart Partial Least Square (PLS) 2.0 software. The results revealed that brand trust and brand love fully mediates the relationship between brand loyalty and brand experience whereas mediation effect of brand satisfaction is insignificant. The study found new directions for better explaining the brand experience and brand loyalty relationship that will help jewellers/marketers in designing their marketing strategies effectively.
    Keywords: Brand; Experience; Jewellery; Love; Loyalty; Satisfaction; Trust; Women.

  • Antecedents of trust and purchase intention in social commerce in Brazil   Order a copy of this article
    by Natália Pagan, Karina Pagan, Janaina Giraldi, Edgard Merlo 
    Abstract: This article sought to create a theoretical model for trust and its antecedents, and purchase intention on social commerce websites in Brazil. The antecedents investigated were privacy, safety, proximity, familiarity, and habit of using the website. For this, we collected data from 350 Brazilian participants who use Facebook for purchases. Privacy, safety, familiarity, and the habit of using the website positively influence trust in the Brazilian social commerce website, while proximity does not have a positive influence on it. Trust was positively influenced by the purchase intention. International and Brazilian website administrators who wish to enter the Brazilian market can use the results of this paper to win consumer trust regarding their websites and thereby sell their products and/or services.
    Keywords: Social commerce. E-commerce. Social Media. Trust. Antecedents of trust. Purchase Intention. Internet. SEM. Marketing Research. Web 2.0.

  • Privacy may be more important in Beijing than in Hong Kong in Location-Based Services   Order a copy of this article
    by Ranjan Kini, Qianyu Zhao-Serranos 
    Abstract: Location-based technologies are getting sophisticated, and there are many studies conducted focused on the influence of permission, trust, relevance, and context issues in the acceptance of Location-based services (LBS) and advertising in various cultural backgrounds. Understanding the perception of LBS in the e-commerce maturity spectrum is important for marketers to maximize the impact of these technologies. In this empirical study, the authors found that Beijing is a little more acceptive of LBS in a certain category of products and services while Hong Kong is acceptive in other categories. The research also identified that there are two groups of respondents progressives and vexessives, in both locations. The larger group progressives are openly embracing LBS and smaller group vexessives are often annoyed with LBS and are very slow in accepting of these technologies. The challenge is to identify the efficacy of these technologies for different categories of products in different economic, legal and cultural backgrounds and find effective solutions.
    Keywords: Location-Based Services in Beijing and Hong Kong; Location-Based Mobile Advertising in Beijing and Hong Kong; Location-Based Mobile Marketing in Beijing and Hong Kong; Interactive Marketing; Privacy in Beijing and Hong Kong; \r\nInteractive Advertising\r\n.

  • Technology Disruption in Healthcare: Artificial Intelligence Application, Challenges, and Policy Recommendations in India   Order a copy of this article
    by Sheshadri Chatterjee, Ranjan Chaudhuri, Alkis Thrassou, Demetris Vrontis 
    Abstract: Artificial intelligence (AI) technology, along with its related algorithms, hardware, capability, and applications, is rapidly expanding across sectors and industries, globally. Through a combination of theoretical and qualitative research this study identifies the different applications of AI in the healthcare sector, including biomedicine, disease diagnostics, hospital record management, living assistance, biomedical research, and more. Particular emphasis is placed on the case of Indian hospitals and the relevant opportunities and challenges for sustainable growth of AI in the healthcare sector, at both the policy and governmental levels. The study finds that policy improvements, greater investment in R&D activities, and effective governance constitute the keys towards the maximisation of both the potential and actual benefits of AI in the healthcare sector.
    Keywords: artificial intelligence; AI governance; healthcare; hospitals; regulation; policy; opportunities and challenges; India.
    DOI: 10.1504/IJIMA.2022.10039953
  • Consumers Information Control and Privacy Concerns in Personalized Social Media Advertising   Order a copy of this article
    by Mariko Morimoto 
    Abstract: This study investigated the relationships between popular social media platforms in Japan (Facebook, Instagram, Twitter, and LINE), degree of ad personalization, consumers perceptions (attitudes toward ads and advertised brands), and behavioral responses (purchase intent and ad avoidance) to personalized advertising. It also examined associations between consumers information control and privacy concerns with perceptual and behavioral responses to personalized social media advertising. A three (degrees of ad personalization)
    Keywords: Ad personalization; social media advertising; personalized advertising; privacy concerns; information control.

  • The role of Social Networks for decision-making about tourism destinations   Order a copy of this article
    by Bruno Miguel Vieira, Ana Pinto Borges, Elvira Vieira 
    Abstract: It was studied the influence of social networks (SN), as part of tourism management/marketing strategy, on destination selection. It was also presented the new extension of Technology Acceptance Model (TAM), considering the constructs of Perceived Usefulness (PU), Perceived Ease Of Use (PEOU) and Attitude Towards the Use (ATU), and added Perceived Enjoyment (PE), e-Word-Of-Mouth (eWOM) and Previous Influence Factors (PIF) to assess tourists behavioural intention (BI) towards the use of social network for choosing the tourism destination. For such, we performed confirmatory factor analysis (CFA) and the hypotheses were tested by structural equation modelling (SEM). Logistic regression was conducted to explain the influence of SN on choosing and finding destination information. 66.5% of the respondents had used SN to get information or decide on their tourist destination. Facebook and Instagram exhibited greater impact on tourist destination selection than LinkedIn. The results provided insights for marketers, for governments and tourism related organizations.
    Keywords: social networks; tourism destination; influence; tourist behaviour; analysed theories; constructs.

  • Classifying bloggers based on content creation approaches: implications for influencer marketing strategies   Order a copy of this article
    by Beatrice Ietto, Federica Pascucci 
    Abstract: Today bloggers represent an established type of influencers and undiscussed marketing tool for promotional purposes. However, due to the multitude of bloggers acting as influencers that exist today, marketers might experience difficulties in identifying the most suitable bloggers. The aim of the paper is to build an empirically-based multidimensional framework which classifies consumer bloggers based on their content creation approaches. In particular, taking a social-practice theory perspective, content creation is considered as a routinised behaviour influenced by what the blogger considers as meaningful within a particular socio-cultural context. The analysis is based on a netnographic analysis of Australian music bloggers. The paper argues that a blogger’s content creation approach predominantly depends on the subjective importance that the blogger gives to one of following dimensions: personal influences, audience influences, community influences, commercial influences. According to the identified content creation approaches, the paper develops a bloggers’ classification multidimensional framework relevant for marketing practitioners wanting to identify bloggers for their promotional strategies.
    Keywords: blog marketing; netnography; music industry; influencers; influencer marketing; taxonomies; classifications; cultural intermediaries.
    DOI: 10.1504/IJIMA.2022.10040546
    by Taanika Arora 
    Abstract: The transition from the traditional advertising channel to the evolving Facebook advertising channel has transformed not only the advertising industry but also the ways in which consumers perceive the advertising messages. Thereby, the purpose of the study is to examine the relationships among the beliefs, value, attitude and behaviour of Indian Facebook users towards Facebook advertising, hence a conceptual framework has been proposed based on the combination of the advertising model given by Ducoffe (1995) and Pollay and Mittal (1993). The model has deployed the structural equation modelling (SEM) technique for determining model fit, establishing the validity and reliability of the adapted scales, and testing the proposed hypotheses. The results indicated that the proposed framework is a robust tool for measuring advertising effectiveness on Facebook. Moreover, it was found that Facebook advertising value plays a mediating role in determining the relationship between consumer beliefs and attitude towards Facebook advertising.
    Keywords: Facebook advertising value; FAV; attitude towards Facebook advertising; Indian millennials; consumer beliefs.
    DOI: 10.1504/IJIMA.2022.10040547
  • Measuring the Impact of Creative Viral Advertising Content on Hierarchy-of-Effects: An Application of Structural Equation Modeling   Order a copy of this article
    by BALPREET KAUR, Rishi Raj Sharma 
    Abstract: The study measured the impact of creative viral advertising content on consumers response process. Based on the traditional hierarchy-of-effects model, a conceptual model was framed by considering new developments in advertising practices. The attempt here was made to identify the impact of creative viral advertising content on four stages: drawing the attention of the consumer, generation of interest in advertisement or brand advertised therein, product purchase intentions, and intentions to disseminate positive word-of-mouth (WOM) about advertised product/brand. SEM technique was applied to know whether the impact of creative viral advertising content is mediated through each succeeding hierarchy-of-effect stage. The results indicated that though the hierarchy-of-effects model is applicable, creativity, an independent variable, also has the strength to directly impact consumers intents to purchase and diffuse positive WOM for the products/brands advertised. Hence, the study leaves implications for practitioners to redesign their advertising content to enhance the Ad's attention-catching capacity, which will impact the consumers' intentions to share advertisement online.
    Keywords: Viral Marketing; Viral Advertising; Ad creativity; SEM; Hierarchy-of-Effects; Word-of-Mouth (WOM).

  • The Mediating Effect of Luxury Perception on the relationship between Social Media Marketing and Purchase Intention of Luxury Jewelry Brands   Order a copy of this article
    by Mirna El Shayeb, Sara El-Deeb 
    Abstract: Purpose Driven by the theory of Veblen effect, need for uniqueness theory, Cue utilization theory, Sociometer theory and Brewers Optimal Distinctiveness theory, the purpose of this paper is to provide an overview of the relationship between social media marketing and purchase intentions and the role luxury perception plays in mediating the relationship. Design/methodology/approach - A non-probability purposive sampling technique was used to collect the data of 404 participants. The tests used were confirmatory factor analysis and path analysis using Amos and SPSS programs. Findings - The findings showed that the components of luxury perception, which are conspicuousness, quality, and hedonism partially mediates the relationship between social media marketing and purchase intention of luxury jewelry brands. However, two components which are uniqueness and Extended self does not mediate the relationship. Originality/value The present study contributes significant value concerning both the theoretical and managerial implications of how social media marketing affects the consumers luxury perception, and how this perception can affect their intention to purchase luxury jewelry brands in the Egyptian context.
    Keywords: Social Media; Social Media Marketing; Luxury Branding; Jewelry; Luxury Brands; Luxury Products; Luxury Perceptions; Jewelry Industry; Purchase Intention.

    by GURVEEN KAUR, PANKAJ DESHWAL, Hamendra Dangi 
    Abstract: Customer engagement (CE) is an emerging research area that is receiving considerable attention not only from the management practitioners but the academicians as well. Regardless of the huge number of researches initiated in this area, the available literature looks splintered and lacks conceptual unidirectionality. Therefore, present research aims at administering a domain-based
    Keywords: customer engagement; customer engagement behaviour; customer brand engagement; brand community engagement; systematic review.
    DOI: 10.1504/IJIMA.2022.10040867
  • Impact of online ratings on the box office collection of Bollywood movies   Order a copy of this article
    by Girish Taneja, Anu Bala 
    Abstract: Decision for watching a movie in the theatre is dependent on various factors such as the actors, story, reviews, ratings by critics and viewers. People may get positively inclined towards watching movies in the theatre having multiple reviews, good star rating by leading critics and viewers. The purpose of this paper is to investigate the impact of online ratings by critics and viewers on Bollywood movies performance at the box office. In this study, the researcher fetched national level Bollywood movies data with the help of various websites like,,, Correlation and Regression analysis were applied to understand the impact of ratings on the box office revenue earned by the movie. There is a significant association between the online ratings and box office collection of Bollywood movies while controlling the effect of other independent variables such as the number of screens, star power, distributors and production budget. The study concluded that there is a significant impact of critic and viewers rating on the box office collection of Bollywood movies
    Keywords: Reviews; Movie reviews; Critics rating; Box office collection; Viewers rating.

  • Are Social Media and Mobile Applications threatening Retail Websites?   Order a copy of this article
    by Ricardo Ramos, Paulo Rita, Sérgio Moro 
    Abstract: The use of mobile applications and social media platforms is reshaping the access to the Internet. This study aims to analyze if consumers prefer to use a mobile application/social media platform or a retail website to search for a product or service and what are the reasons supporting their choice. Data was collected through unstructured interviews applied to Internet consumers. 770 replies were returned with their perspective and analyzed through text mining to uncover hidden patterns of knowledge. The outcome revealed that the vital aspect that makes consumers prefer a retail website is due to service quality. The choice for mobile applications/social media platforms is its system quality in the act of searching for a product or service online. The demographic analysis exposed that younger generations prefer mobile applications/social media, suggesting a different future for retail websites.
    Keywords: retail website; social media; mobile application; consumer behavior; text mining.

  • Applications of Virtual Reality in marketing (2000-2020): A 4C marketing-mix based review and future research agenda   Order a copy of this article
    by Nidhi Yadav, Shikha Sota, Harish Chaudhary 
    Abstract: The last decade has seen a rapid technological transformation in the way marketing is thought and performed. Virtual reality (VR) is one such technology that is being applied across marketing channels to creatively engage, communicate, sell, and service the consumers. This paper is a systematic literature review of the last 20 years of research on applications of virtual reality in marketing. This paper provides a descriptive review of literature, tracks the evolution of the virtual reality concept from technological to experiential view, and outlines the application of VR across Lauterborn’s 4C marketing mix
    Keywords: virtual reality; marketing; literature review; marketing technology; 4C.
    DOI: 10.1504/IJIMA.2022.10041599
  • Investigating factors affecting Trust and purchase intention towards online websites: Structural Equation Modeling Approach   Order a copy of this article
    by Pallavi Dogra 
    Abstract: The purpose of the paper is to investigate the influence of important factors which affect the purchase intention of the customers towards the online products. Besides this, study has evaluated the moderating role of the online review on the relationship between trust, website quality, familiarity and purchase intention. Data has been collected from the 481 active users of the online shopping websites in India. The selected respondents for the study comprises of the working professionals who are residing in the various parts of the country. Theoretical framework was purposed and afterwards AMOS was applied to examine the interrelationship between the constructs. The results confirmed that trust, website quality, familiarity are significantly affecting the purchase intention. Also, results highlighted that online review are moderating the relationship between website quality, familiarity and purchase intention. The main finding of this research provides significant implication for the managers and policy makers to focus on these extracted factors in order to have positive purchase intention. Managers are also interested in the relevance of the online review which is significantly moderating the interrelationship between the constructs.
    Keywords: Trust; website quality; familiarity; purchase intention.

  • Research about Persuasive Effects of Social Media Influencers as Online Opinion Leaders 1990-2020: A Review   Order a copy of this article
    by Louisa Ha, Yang Yang 
    Abstract: This paper examines the 167 scholarly journal articles published from 1990 to 2020 related to persuasive effects of online opinion leaders and social media influencers. The USA, China and Germany were the three most common settings those studies were conducted. Most research articles explained the influence mechanism of social media influencers based on prior celebrity endorsement research, focusing on credibility, trustworthiness, homophily and parasocial interaction. In this review, we examine what we learned from the research literature in eight topics about the persuasive effects of influencers: 1) typology of influencers and methods to identify influencers; 2) relationship between the influencers and followers; 3) characteristics of the followers of influencers; 4) scope of influence of the influencers, 5) mechanism of influence; 6) approaches/strategies of influencers to brand endorsement; 7) measurement of influence outcomes; and 8) ethics of social media influencer marketing. A research agenda is proposed on how to further develop social media influencer marketing research based on the technology affordance of each social media platform and important areas that have been under-explored.
    Keywords: opinion leader; social media; influencer marketing; celebrity endorsement; brand persuasion process.
    DOI: 10.1504/IJIMA.2022.10043104
  • SMS advertisement and purchasing intentions: an emerging market perspective   Order a copy of this article
    by George Amoako, Albert Martins, Joshua Doe, Marian Tsegah 
    Abstract: This study sought to investigate and understand customer behaviour that determines attitudes in relation to SMS advertising and purchase intentions in Ghana. The quantitative method was used with simple random sampling technique in selecting the respondents. Four hundred eighty-five questionnaires were issued out, 420 were returned and 400 used as the sample size. Structural equation modelling was employed to analyse the relationship amongst the variables. The study findings supported the hypothesis that informative SMS advertisement, entertaining SMS advertisement, credibility of SMS advertisement and irritability of SMS advertisement all has positive influence on purchasing intentions of customers.
    Keywords: SMS advertisement; SMS advertising; purchase intentions.
    DOI: 10.1504/IJIMA.2022.10044089
  • Brand accommodation to informal communications on social media: With the mediation of communication appropriateness and the moderation of product involvement   Order a copy of this article
    by Hyun Ju Jeong, Jihye Kim 
    Abstract: Drawing on communication accommodation theory, this experimental study investigates whether, how, and when brand communications cultivate consumer engagement on social media. Results show that informal (vs. formal) communications yield greater intentions to follow and share brand content. Further, the extent to which consumers perceive this communication as appropriate for brands within social media fully mediates the greater effects of informal (vs. formal) communications on following, sharing, and posting intentions, particularly for those low in product involvement. These findings highlight that assimilating brand communications to consumers’ casual conversations is processed as a heuristic cue driving social media engagement among low-involved consumers. This persuasion is psychologically mediated by the appropriateness of communication accommodation consumers may feel from the efforts of brands to reduce a social distance to them. Theoretical and practical implications are discussed.
    Keywords: communication accommodation; brand accommodation; consumer engagement; brand communications; communication appropriateness; product involvement; social media.
    DOI: 10.1504/IJIMA.2022.10044096
  • Listen as Much as You Want: The Antecedents of the Engagement of Podcast Consumers   Order a copy of this article
    by Simoni F. Rohden, Gabriel Tassinari Da Silva, Carla Freitas Silveira Netto 
    Abstract: Podcasts are becoming popular with internet users and are used by brands as part of their digital marketing strategy. The aim of the paper is to understand which variables influence the engagement of consumers and result in financial support for podcasts. With a focus group followed by a survey involving 274 Brazilian listeners who financially support podcasts it was possible to confirm that the benefits perceived by these listeners play a significant role in their engagement with this medium. Feelings of gratitude and connection with the brand also had a positive impact on engagement, therefore confirming the literature and the focus group analysis. Contrary to the literature, however, feelings of indebtedness were not significant in the model. The main contribution of the paper is that it sheds light on why people financially support podcasts, even though the content is available for free.
    Keywords: podcasts; engagement; gratitude; brand-self connection; consumers.
    DOI: 10.1504/IJIMA.2022.10044682
  • Comparing the effectiveness of social media endorsers for mass and luxury markets   Order a copy of this article
    by Imene Ben Yahia, Lolwah Al-Mudahka 
    Abstract: This research mobilises the social learning theory to investigate the impacts of the endorser type (celebrity, micro-influencer, and macro-influencer) in social media on purchase intent of a mass-market and a luxury perfume. Two studies were conducted. 415 responses were collected from social media users, and data were analysed using partial least square structural equation modelling. Findings demonstrate that not only celebrities, but also macro-influencers are good endorsers of luxury perfumes. Indeed, their impact is as effective as that of celebrities in terms of meanings transfer and congruency. Micro-influencers, however, are more effective than celebrities when it comes to mass-market brands. In addition, for this category, the influence of macro-influencers is as strong as that of micro-influencers. Therefore, macro-influencers seem good endorsers for both luxury and mass-market perfumes. This study has important implications for both Marketing academicians and practitioners.
    Keywords: influencer marketing; social media; endorsement; celebrity; social commerce.
    DOI: 10.1504/IJIMA.2022.10044683
  • Does Online Shopping Allure Frugal Buyers ?   Order a copy of this article
    by Satinder Kumar, Aqwinder KAUR, Amina Omrane 
    Abstract: The present study aims at examining and pinpointing the essential factors that may influence online buyers’ behaviours in India. For this purpose, it considers frugality, assimilated for a long time to a low consumer spending, as an impactful dimension of the consumer purchasing behaviour. A questionnaire was administrated, during a period of three months ranging from May to July 2020, to 642 adult online buyers living in the North of India. Collected data were then analysed via SPSS and AMOS softwares. The overall findings show that frugal consumers draw their attention mainly to price and discounts, convenience of online shopping, product quality and durability, as well as security aspects while taking online shopping decisions. The results enrich the literature on frugal online buyers’ behaviours. They have practical implications for online marketers who are invited to understand the behaviour of frugal consumers and identify the factors that might affect their buying decisions.
    Keywords: frugal buying behaviour; online shopping; security; online convenience; online promotion; the North of India.
    DOI: 10.1504/IJIMA.2022.10044684
  • Modelling the Impact of Social Media Marketing for Apparel Brands: Evidence from India   Order a copy of this article
    by Amit Kumar Gupta, Vibhava Srivastava 
    Abstract: Social media has been widely acknowledged as a significant platform for different business activities. The study examines and models the interactions between social media marketing activities, their effectiveness, brand equity, and customer responses concerning apparel brands. The Indian apparel market is the second-largest retail market after food and grocery in India. The digital population of India amounted to approximately 688 million active users, of which 400 million users were active social media users as of January 2020. The primary data was collected from a survey of 266 respondents in India, of which 262 responses were found valid. WarpPLS 7.0 was used in which data was subjected to variance-based structural equation modelling for hypotheses testing. The study found that social media marketing activities of apparel brands with interactive and trendier contents would be proven effective, which would form favourable brand equity amongst the customers and eventually would result in customer loyalty. It also found that apparel brands’ interactive and trendier social media marketing activities would form customers’ willingness to pay a premium price if these activities are perceived as effective. The study concludes with the implications for academics as well as for industry.
    Keywords: social media marketing activities; brand equity; social media marketing effectiveness; customer loyalty; price premium willingness; India.
    DOI: 10.1504/IJIMA.2022.10044685
  • Building Corporate Reputation through Social Media Marketing Efforts: The Mediating Role of Corporate Brand Credibility   Order a copy of this article
    by Zanete Garanti, Nicholas Igbudu, Temitope Popoola, Demetris Vrontis, Yioula Melanthiou 
    Abstract: Social media is a widely used tool by companies to communicate with their customers. This study explores customers’ perception of social media marketing efforts by companies and their role in enhancing corporate reputation. It also evaluates the mediating role of corporate brand credibility in the relationship between social media marketing efforts and corporate reputation. Data for this study was adopted from 404 customers of the retail banking sector in Latvia, contacted via social media platforms such as Facebook using the non-random snowball sampling method. The structural equation modelling technique was used to test the relationship of the study variables. The study results show a direct and significant influence of social media marketing efforts on corporate brand credibility. However, social media marketing efforts do not have a significant impact on corporate reputation. Corporate brand credibility has a positive direct impact on corporate reputation. Therefore, it is shown that corporate brand credibility mediates the relationship between social media marketing efforts and corporate reputation.
    Keywords: social media marketing; SMM; corporate brand credibility; CBC; corporate reputation.
    DOI: 10.1504/IJIMA.2022.10044686
  • Examining the effects of brand authenticity and brand identification on consumers’ willingness to pay premium   Order a copy of this article
    by RICHA JOSHI, Prerna Garg, Shampy Kamboj 
    Abstract: The present study proposes a holistic framework to understand the effect of brand authenticity and brand identification on willingness to pay premium by taking brand jealousy as a mediating variable. Brand jealousy is a feeling of jealousy a consumer experiences when the brand he loves is purchased/owned by other individual but he himself is not able to possess the brand. Also, the effect of brand authenticity and brand identification in influencing brand jealousy is evaluated through direct and indirect routes by taking brand love a mediator. The findings of the study reveal that brand identification and brand authenticity have a direct and significant effect on brand jealousy, brand love, and willingness to pay a premium. The study confirms that the managers of sportswear brands and marketing planners must not ignore the relative importance of brand authenticity and identification in their overall brand-related assessment. Additionally, they should also focus on brand love and jealousy to facilitate willingness to pay premium from the perspective of the consumer.
    Keywords: brand jealousy; brand love; brand identification; consumer-brand relationships; willingness to pay premium.
    DOI: 10.1504/IJIMA.2022.10044687
  • Service Experience Gamified: A Study on Convergence of Gamification and Contemporary Service Experience   Order a copy of this article
    by Tapish Panwar, Kalim Khan 
    Abstract: Gamification has gained significant attention in the last decade, both, in academic and service marketing domains. The application of gamification in service marketing, especially in the service experience domain has shown promise in terms of user adoption and engagement. However, there is a dearth in academic literature on adoption of gamification in servicescape, and integration of the gamification and service experience streams of literature. This paper aims at achieving multiple objectives starting from integration of gamification and service experience literature, as well as building a set of motivation drivers for gamification, and a process structure for service experience with the help of extant research. The paper is based on a systematic literature review of 53 papers in the areas of gamification, and service experience. The paper then compares the gamification phenomena and service experience processes to extract motivation drivers, and process structures for gamification and service experience respectively. Finally, a convergence framework for gamification and service experience is discussed that shall help service practitioners by driving adoption and utilisation of gamification effectively for shaping improved service experience.
    Keywords: gamification; service experience; service marketing; gamified services; service-dominant logic; SDL.
    DOI: 10.1504/IJIMA.2022.10044688
    by Ruta Repoviene, Ausra Pazeraite 
    Abstract: This article presents theoretical and empirical aspects of content marketing towards customer value creation. Despite interest in content marketing and the importance of customer value in marketing theory, so far there is a lack of research in this area. Accordingly, the aim of this article is to fill this gap by determining the theoretical and empirical implications of content marketing dedicated to customer value creation. Based on conducted theoretical analysis, a conceptual model of content marketing towards customer value creation was developed. In the presented research paper, the corresponding model is examined in exploratory qualitative research by applying expert interview method. Given findings based on continuous theoretical analysis and empirical study provide an original approach and relevant suggestions on directions for both further scientific research and practical application of content marketing towards customer value creation.
    Keywords: content marketing; digital content; content idea; content distribution; customer value creation; social value; functional value; emotional value.
    DOI: 10.1504/IJIMA.2022.10044689