Journal of Research in Interactive Marketing: Volume 14 Issue 1

Effects of enduring involvement and perceived content vividness on digital engagement

Erik Ernesto Vazquez

Retail marketers use brand communities (BCs) on social media (SM) to create digital engagement and reach new customers. However, this marketing form needs perceived content…

Impact of direct traffic effect on online sales

Lukáš Kakalejčík, Jozef Bucko, Jakub Danko

This study aims to analyze the impact of newly created brand awareness on customer’s buying behavior in online environment.

Visual storytelling on Instagram: branded photo narrative and the role of telepresence

Heejin Lim, Michelle Childs

The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study…

Drivers and barriers of permission-based marketing

Vinita Bhatia

This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.

An international investigation of opinion leadership and social media

Duygu Akdevelioglu, Selcan Kara

This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore how…

Effects of app pricing structures on product evaluations

Marcus Renatus Johannes Wolkenfelt, Frederik Bungaran Ishak Situmeang

The purpose of this paper is to contribute to the marketing literature and practice by examining the effect of product pricing on consumer behaviours with regard to the…

Consumer-brand identity and online advertising message elaboration: Effect on attitudes, purchase intent and willingness to share

Kenneth Wilson Graham, Kelly M. Wilder

The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand…

Content marketing capability building: a conceptual framework

John Ho, Christopher Pang, Crisann Choy

The purpose of this study is to develop a conceptual framework that identifies engaging CM practices, specifically how compelling content is created. Content marketing (CM) is…