Marketing Intelligence & Planning: Volume 42 Issue 3

How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing

Hanna-Anastasiia Melnychuk, Huseyin Arasli, Raziye Nevzat

The purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature…

How the time of day impacts social media advertising outcomes on consumers

Valeria Noguti, David S. Waller

This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary…

Should SMEs diversify their global destinations? The role of market insights and digital transformation

Tien Dung Luu

This study aims to investigate the relationship between geographic diversification (GD) and export performance (EP) by analysing a sample of small exporters in an emerging market.

The effects of brand positioning (underdog vs top dog) and comparative advertising

Hsiang-Ming Lee, Ya-Hui Hsu, Tsai Chen, Wei-Yuan Lo, Wei-Chun Chien

The purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally…

Presenting an evolutionary model of entrepreneurial intelligence components in women: approaches to opportunity discovery and creation

Alireza Amini, Seyyedeh Shima Hoseini, Arash Haqbin, Mozhgan Danesh

A better understanding of the characteristics and capabilities of women entrepreneurs can significantly improve their chances of success. Therefore, three studies were conducted…

Mitigating consumer guilt through resale

Hsunchi Chu

This research draws on drive reduction theory and mental accounting theory to understand how the prospect of reselling used items can influence consumer feelings of consumption…

Role of product advantage in shaping product outcome: a hybrid review

Hitesh Kalro, Mayank Joshipura

This study examines current dynamics, consolidates current knowledge, elicits trends, identifies and analyzes primary research clusters, offers future directions, and develops an…

The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective

Shubhomoy Banerjee, Ateeque Shaikh, Archana Sharma

The study aims to determine the role of online retail website experience on brand happiness and willingness to share personal information using the theoretical lens of the…