Journal of Research in Interactive Marketing: Volume 13 Issue 1

Customer engagement in an e-commerce brand community: An empirical comparison of alternate models

Anupama Vohra, Neha Bhardwaj

The purpose of this study is to outline a conceptual framework for customer engagement in the context of social media for emerging markets. Three competing models of customer…

Antecedents of consumers’ reliance on online product reviews

Alhassan G. Mumuni, Karen M. Lancendorfer, Kelley A. O’Reilly, Amy MacMillan

This paper examines the role that attitudes toward online product reviews (OPRs), perceived credibility of OPRs and perceived benefit of OPRs play as antecedents of consumers’…

Social media’s effectiveness for activating social declarations and motivating personal discussions to improve organ donation consent rates

Andrew J. Dahl, Kenyatta Barber, James Peltier

While the support for organ donation and registered donors continue to increase, next of kin consent remains a critical issue for the organ donation community. Despite the…

Mobile games: players’ experiences with in-app purchases

Aina Ravoniarison, Cédric Benito

This paper aims to offer a comprehensive perspective into Free-to-Play gamers’ attitudes, feelings toward and perceived value of in-app purchases (IAPs).

Does valence of product review matter?: The mediating role of self-effect and third-person effect in sharing YouTube word-of-mouth (vWOM)

Nicky Chang Bi, Ruonan Zhang, Louisa Ha

As YouTubers began to create videos about their personal experience of using products, these video testimonials have become a powerful form of electronic word-of-mouth (eWOM)…

Drivers of SMS advertising acceptance: a mixed-methods approach

Yousra Bakr, Ahmed Tolba, Hakim Meshreki

The study aims to identify and explore the antecedents to short message service (SMS) advertising acceptance as an effect to the entire process of communicating the SMS ad.

Cross-cultural differences in the adoption of social media

Dhoha A. Alsaleh, Michael T. Elliott, Frank Q. Fu, Ramendra Thakur

As social media have become very popular and an integral part of the world economy in recent years, identifying factors that influence consumers’ attitudes toward social media…