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International Journal of Electronic Business (3 papers in press)
The Drivers of User Responses to Social Media Campaigns: A Field Study by Rand Al-Dmour, Zaid Mohammad Obeidat Abstract: This research examines the influence of the social media campaign characteristics on the Jordanian student's responses. A quantitative approach was used to develop an integrated model of the factors enhancing participants responses to these campaigns from a purposive sample of Jordanian students (N=400). In this study, the main characteristics of SM campaigns were found to have a statistically significant effect on customers responses, In addition to a strong effect for demographic characteristics Keywords: social media; Internet; Jordan; campaigns.
Influence of Brand Related User-Generated Content through Facebook on Consumer Behavior: A Stimulus-Organism-Response Framework by Wajeeha Aslam Abstract: This paper attempts to evaluate the impact of brand related user-generated content (UGC) through Facebook on consumer behavior. The research model was designed on the basis of Stimulus- Organism- Respone (S-O-R) framework which was proposed by Mehrabian & Russell (1974). The core objective of the study was to identify whether UGC (Stimulus) triggers consumer response related to the clothing industry of Pakistan. In the S-O-R model, UGC was taken as the stimulus while emotional appeal, attitude towards online shopping and pleasure served as organism, and information pass-along, impulse buying, future-purchase intention and brand engagement were considered as the response. A 5-point Likert scale based questionnaire was adapted to collect data from 572 Pakistani consumers who used Facebook for an average of about 6 hours a day. PLS Smart 2.0 was used to analyze the collected data. The findings showed that UGC influences the responses and triggers the customers to pass the information regarding the brand, impulsively purchase the product, intend to purchase the product in the future, and remain engaged with the brand for the latest updates. Keywords: S-O-R Framework; User-Generated Content; Attitude; Online Shopping.
A Methodology for Creating Sustainable Communities Based on Dynamic Factors in Virtual Environments by Olivia Fachrunnisa, Farookh Hussain Abstract: A virtual community is one of communities that exist in an Internet networked economy. Many researchers have discussed the benefits of this community, however, despite the many benefits and advantages of this community, little research has been conducted on how to make it sustainable. In this paper, we propose a methodology for creating sustainable virtual communities. The sustainability depends on whether the community can respond to the dynamic factors in its environment such as number of members, shared contents and interaction rules. All its members are responsible for delivering on the dynamic factors to sustain the community. The methodology proposes the use of iterative negotiation and a panel of expert agents to assess the Quality of Service (QoS) delivered by community members to sustain the community. This QoS assessment is based on an interaction agreement between the community members and the expert agent as the administrators representative. The administrators use this QoS assessment to determine whether an individuals membership will be renewed or terminated after a certain period of time. Once the community comprises only those members who comply with the interaction agreement and are able to deliver on the sustainability factors as agreed, the community will have a better chance to achieve sustainability more rapidly. We also present a metric to measure the sustainability index of the community. We demonstrate the validity of the methodology by engineering a prototype set-up and running simulations under various operational conditions. Keywords: virtual communities; dynamic factors; sustainability index.