Journal of Research in Interactive Marketing: Volume 11 Issue 2

Brand choice via incidental social media exposure

William F. Humphrey Jr, Debra A. Laverie, Shannon B. Rinaldo

The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media…

Simpler online ratings formats increase consumer trust

Alena Kostyk, James M. Leonhardt, Mihai Niculescu

Online customer ratings are ubiquitous in e-commerce. However, in presenting these ratings to consumers, e-commerce websites utilize different formats. The purpose of this paper…

Conversion potential: a metric for evaluating search engine advertising performance

Bernard J. Jansen, Theresa B. Clarke

This research is based on the premise that current metrics for search engine advertising (SEA) are misleading and do not sufficiently allow managers to evaluate traffic and…

Digital channels for building collaborative consumption communities

Alex Garrett, Karla Straker, Cara Wrigley

Collaborative consumption firms leverage networked peers, communicating, collaborating and even delivering services to one another through a central marketplace channel. This…

Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda

Elizabeth Manser Payne, James W. Peltier, Victor A. Barger

In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer…

Improving banner ad strategies through predictive modeling

Michael W. Obal, Wen Lv

The purpose of this exploratory, data-driven study is to identify the optimal banner advertising strategies for achieving different business metric goals, such as effective cost…