Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10054434
Alexandre Clément, É. Robinot, Léo Trespeuch
{"title":"WHAT IF BRAND EQUITY WAS ALIVE PROPOSAL OF A DYNAMIC MEASURE THROUGH SOCIAL NETWORKS","authors":"Alexandre Clément, É. Robinot, Léo Trespeuch","doi":"10.1504/ijima.2023.10054434","DOIUrl":"https://doi.org/10.1504/ijima.2023.10054434","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108618","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10053472
P. Edirisingha, Kimberley Hardcastle, Paul Cook
{"title":"Identifying sources of noise within the networked interplay of marketing messages in social media communication.","authors":"P. Edirisingha, Kimberley Hardcastle, Paul Cook","doi":"10.1504/ijima.2023.10053472","DOIUrl":"https://doi.org/10.1504/ijima.2023.10053472","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108916","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10053473
D. Rahmani, Sepideh Nasiri, Setareh Heidari, Somaye Nargesi
{"title":"Can personalised prosocial ads be harnessed for brand equity enhancement","authors":"D. Rahmani, Sepideh Nasiri, Setareh Heidari, Somaye Nargesi","doi":"10.1504/ijima.2023.10053473","DOIUrl":"https://doi.org/10.1504/ijima.2023.10053473","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108920","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10055980
Taanika Arora
{"title":"An investigation of the effective drivers of social commerce intentions- The mediating role of trust","authors":"Taanika Arora","doi":"10.1504/ijima.2023.10055980","DOIUrl":"https://doi.org/10.1504/ijima.2023.10055980","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67109191","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10056067
Asnan Furinto, T. Mursitama, Thamrin Selamet, P. Heriyati
{"title":"Improving multilevel marketing firm performance through network externality and digital technology support","authors":"Asnan Furinto, T. Mursitama, Thamrin Selamet, P. Heriyati","doi":"10.1504/ijima.2023.10056067","DOIUrl":"https://doi.org/10.1504/ijima.2023.10056067","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67109315","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.132720
Deepak Kaushal, A. Mishra, Swati Bisht
{"title":"Relation between electronic word of mouth and purchase intention: exploring the mediating role of brand image","authors":"Deepak Kaushal, A. Mishra, Swati Bisht","doi":"10.1504/ijima.2023.132720","DOIUrl":"https://doi.org/10.1504/ijima.2023.132720","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67110719","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.129659
Gurveen Kaur, Pankaj Deshwal, Hamendra K. Dangi
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 research initiated in this area, the available literature looks splintered and lacks conceptual unidirectionality. Therefore, present research aims at administering a domain-based 'structured systematic review' to give an insight into the existing state of CE construct and suggest future research agenda. A total of 191 studies extending from 2005 onwards on this construct were selected and analysed using various qualitative analysis software. We found that customer engagement research has gained notable momentum after 2010 and very few scholars have specialised in studying customer engagement to date. 'CE on Social media', was found to be the most prominent theme of the existing studies followed by 'customer experience and CE', and 'brand prestige and CE'. Lastly, this study proposes an AMDO framework of customer engagement and builds on the future research agenda. Since this study is exploratory in nature, conclusive research can be conducted. Also, our proposed framework is preliminary and needs further empirical testing.
{"title":"Customer engagement: a systematic review and future research agenda","authors":"Gurveen Kaur, Pankaj Deshwal, Hamendra K. Dangi","doi":"10.1504/ijima.2023.129659","DOIUrl":"https://doi.org/10.1504/ijima.2023.129659","url":null,"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 research initiated in this area, the available literature looks splintered and lacks conceptual unidirectionality. Therefore, present research aims at administering a domain-based 'structured systematic review' to give an insight into the existing state of CE construct and suggest future research agenda. A total of 191 studies extending from 2005 onwards on this construct were selected and analysed using various qualitative analysis software. We found that customer engagement research has gained notable momentum after 2010 and very few scholars have specialised in studying customer engagement to date. 'CE on Social media', was found to be the most prominent theme of the existing studies followed by 'customer experience and CE', and 'brand prestige and CE'. Lastly, this study proposes an AMDO framework of customer engagement and builds on the future research agenda. Since this study is exploratory in nature, conclusive research can be conducted. Also, our proposed framework is preliminary and needs further empirical testing.","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"47 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135126753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.133317
Setareh Heidari, Sepideh Nasiri, Donya Rahmani, Somaye Nargesi
{"title":"Can personalised prosocial ads be harnessed for brand equity enhancement","authors":"Setareh Heidari, Sepideh Nasiri, Donya Rahmani, Somaye Nargesi","doi":"10.1504/ijima.2023.133317","DOIUrl":"https://doi.org/10.1504/ijima.2023.133317","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135441732","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10050994
Hadeel Elmousa, Cheah Jun Hwa, W. Yee
{"title":"Effectiveness of Social Media Influencers and Their Impact on Customers' Attitudes and Buying Intention","authors":"Hadeel Elmousa, Cheah Jun Hwa, W. Yee","doi":"10.1504/ijima.2023.10050994","DOIUrl":"https://doi.org/10.1504/ijima.2023.10050994","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108425","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10053889
A. Barlas, Y. Stamboulis
{"title":"The role of online travel stores usability in word of mouth generation, e-satisfaction, and users' purchase behavior","authors":"A. Barlas, Y. Stamboulis","doi":"10.1504/ijima.2023.10053889","DOIUrl":"https://doi.org/10.1504/ijima.2023.10053889","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"1 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108542","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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