Table of contents
The impact of involvement on engagement with brand posts
Ana Margarida Barreto, Diogo RamalhoThis paper aims to look at the effects of different levels of involvement (high and low) on social media (Facebook) users' engagement (likes, shares and comments) with different…
The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention
Ridwan Adetunji Raji, Sabrina Rashid, Sobhi IshakThis study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media…
Self-presentation via electronic word of mouth – a reflective or impulsive activity?
Anders H. WienPrevious research suggests that self-presentation causes people to have a reflective tendency to produce electronic word-of-mouth (eWOM). Drawing on the theory of the…
Young consumers’ motivational drivers of brand engagement behavior on social media sites: A synthesized U&G and TAM framework
Bela FlorenthalA comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to…
A systematic mapping study on gamification applied to e-marketing
Fakhroddin Noorbehbahani, Fereshteh Salehi, Reza Jafar ZadehToday, marketing has evolved due to the emergence of new electronic technologies and has shifted to e-marketing. Meanwhile, the gamification and gamified systems is an up-to-date…
Integration of UTAUT model in internet banking adoption context: The mediating role of performance expectancy and effort expectancy
Samar Rahi, Majeed Mustafa Othman Mansour, Mahmoud Alghizzawi, Feras Mi AlnaserTechnology acceptance, especially internet banking adoption, has become a vital issue in the business world today. The potential of this technology is enormous. The purpose of…
ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang