Pub Date : 2023-01-01DOI: 10.1504/ijima.2023.10059310
Najih Samin Ahmed, Ahmet Demir
{"title":"The mobile phone industry in the Kurdistan region of Iraq: from quality to loyalty","authors":"Najih Samin Ahmed, Ahmet Demir","doi":"10.1504/ijima.2023.10059310","DOIUrl":"https://doi.org/10.1504/ijima.2023.10059310","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"15 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":"135650393","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.2023.132716
Satinder Kumar, Aqwinder Kaur, Amina Omrane
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.
{"title":"Does online shopping allure frugal buyers","authors":"Satinder Kumar, Aqwinder Kaur, Amina Omrane","doi":"10.1504/ijima.2023.132716","DOIUrl":"https://doi.org/10.1504/ijima.2023.132716","url":null,"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.","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"15 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":"136028695","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.2023.132780
Raul Enrique Culqui Salazar, Katerina Alvarez Altamirano, Franklin Cordova Buiza
When people seek information about a product, they find that the media is saturated with a large volume of advertising, causing it to be unattractive to the customer; but there is a discipline that studies buyer behaviour in a personalised form and stands out for relating product features with personal emotions. This is called neuromarketing. Thus, the objective of the study is to identify the relationship between neuromarketing strategies and brand advertising in the industrial safety sector. The study has a quantitative approach, non-experimental and correlational design. A 22-item online questionnaire was applied to those responsible for the purchasing area of the companies that acquire industrial safety products from the company under study. The results highlight the importance of kinesthetic stimuli by frequently requesting samples before purchase, as well as the effectiveness of direct advertising and the sensitivity of buyers in relating products to emotional stimuli. It is concluded that neuromarketing is direct and significantly related to brand advertising in the company under study.
{"title":"Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector","authors":"Raul Enrique Culqui Salazar, Katerina Alvarez Altamirano, Franklin Cordova Buiza","doi":"10.1504/ijima.2023.132780","DOIUrl":"https://doi.org/10.1504/ijima.2023.132780","url":null,"abstract":"When people seek information about a product, they find that the media is saturated with a large volume of advertising, causing it to be unattractive to the customer; but there is a discipline that studies buyer behaviour in a personalised form and stands out for relating product features with personal emotions. This is called neuromarketing. Thus, the objective of the study is to identify the relationship between neuromarketing strategies and brand advertising in the industrial safety sector. The study has a quantitative approach, non-experimental and correlational design. A 22-item online questionnaire was applied to those responsible for the purchasing area of the companies that acquire industrial safety products from the company under study. The results highlight the importance of kinesthetic stimuli by frequently requesting samples before purchase, as well as the effectiveness of direct advertising and the sensitivity of buyers in relating products to emotional stimuli. It is concluded that neuromarketing is direct and significantly related to brand advertising in the company under study.","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"40 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":"136029741","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.2023.132778
Alcides Barrichello, Rogerio Scabim Morano, Emerson Gomes d, os Santos
{"title":"Online purchase decision after viewing ads: factors related to sociodemographic and internet use on different digital channels","authors":"Alcides Barrichello, Rogerio Scabim Morano, Emerson Gomes d, os Santos","doi":"10.1504/ijima.2023.132778","DOIUrl":"https://doi.org/10.1504/ijima.2023.132778","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"34 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":"136029746","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.2023.129668
Blend Ibrahim
Social media marketing (SMM) creates diverse content via social network sites to promote different products, services, information and ideas. This study is built on the stimulus-organism-response framework and uses gratifications theory. It aims to investigate online brand community identification (OBCI) and purchase intention as major consequences of SMM activities (SMMAs). A structural equation modelling approach and a PROCESS macro were applied to analyse 338 online questionnaires completed by Facebook users who follow restaurant Facebook pages. The findings revealed that SMMAs have a significant positive influence on OBCI and purchase intention. Furthermore, OBCI acts as a mediator between SMMAs and purchase intention. These results indicate that gender role positively moderates the direct and indirect effect of SMMAs on purchase intention. Finally, the moderated mediation analysis findings suggest that female customers receive a high level of OBCI when interacting with SMMAs, which, in turn, increases purchase intention relative to males.
社交媒体营销(Social media marketing，简称SMM)通过社交网站创造多样化的内容，推广不同的产品、服务、信息和想法。本研究建立在刺激-有机体-反应框架上，运用满足理论。它的目的是调查在线品牌社区认同(OBCI)和购买意愿作为SMM活动(smma)的主要后果。采用结构方程建模方法和PROCESS宏对关注餐厅Facebook页面的Facebook用户完成的338份在线问卷进行了分析。研究发现，SMMAs对OBCI和购买意愿有显著的正向影响。此外，OBCI在smma和购买意愿之间起中介作用。研究结果表明，性别角色正向调节SMMAs对购买意愿的直接和间接影响。最后，有调节的中介分析结果表明，女性顾客在与smma互动时获得高水平的OBCI，这反过来又增加了相对于男性的购买意愿。
{"title":"Social media marketing and restaurant purchase intention: do online brand community identification and gender matter","authors":"Blend Ibrahim","doi":"10.1504/ijima.2023.129668","DOIUrl":"https://doi.org/10.1504/ijima.2023.129668","url":null,"abstract":"Social media marketing (SMM) creates diverse content via social network sites to promote different products, services, information and ideas. This study is built on the stimulus-organism-response framework and uses gratifications theory. It aims to investigate online brand community identification (OBCI) and purchase intention as major consequences of SMM activities (SMMAs). A structural equation modelling approach and a PROCESS macro were applied to analyse 338 online questionnaires completed by Facebook users who follow restaurant Facebook pages. The findings revealed that SMMAs have a significant positive influence on OBCI and purchase intention. Furthermore, OBCI acts as a mediator between SMMAs and purchase intention. These results indicate that gender role positively moderates the direct and indirect effect of SMMAs on purchase intention. Finally, the moderated mediation analysis findings suggest that female customers receive a high level of OBCI when interacting with SMMAs, which, in turn, increases purchase intention relative to males.","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"10 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":"135585732","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.2023.10051383
M. Galib
{"title":"Who are the right customers for mobile and paper coupons","authors":"M. Galib","doi":"10.1504/ijima.2023.10051383","DOIUrl":"https://doi.org/10.1504/ijima.2023.10051383","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":"67108254","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.2023.10051725
Abhay Jain, Suzanee Malhotra
{"title":"Examining the relationship among sensory brand experience, brand love, brand advocacy and brand commitment using a comparative study of three brands of Social Networking Sites (SNSs)","authors":"Abhay Jain, Suzanee Malhotra","doi":"10.1504/ijima.2023.10051725","DOIUrl":"https://doi.org/10.1504/ijima.2023.10051725","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"61 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108264","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.2023.10051578
E. Mogaji, Ismail Erkan, Ebru Çil
{"title":"Social Media Marketing and Consumer Behavior in the New Normal: The Relationship Between Content and Interaction","authors":"E. Mogaji, Ismail Erkan, Ebru Çil","doi":"10.1504/ijima.2023.10051578","DOIUrl":"https://doi.org/10.1504/ijima.2023.10051578","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"6 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108334","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.2023.10053066
Sara El Deeb, Mirna El Shayeb
{"title":"The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands","authors":"Sara El Deeb, Mirna El Shayeb","doi":"10.1504/ijima.2023.10053066","DOIUrl":"https://doi.org/10.1504/ijima.2023.10053066","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":"45 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108702","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.2023.10054506
Prima Andriani, S. Nugroho
{"title":"The Effects of Personalization on Advertising Value and Attitude in the Case of Indonesian E-Marketplace","authors":"Prima Andriani, S. Nugroho","doi":"10.1504/ijima.2023.10054506","DOIUrl":"https://doi.org/10.1504/ijima.2023.10054506","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":"67108734","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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