Journal of Research in Interactive Marketing: Volume 7 Issue 1

Targeted marketing and African American millennial consumers

Yuvay Jeanine Meyers, Allison Janeice Morgan

With African American Millennials being the most intense users of the internet in the USA, based on length of time and frequency, this is a group that should be of particular…

Effective advertising appeals for websites of small boutique hotels

Michael Lwin, Ian Phau

The purpose of this paper is to investigate whether rational and emotional appeals are more effective for small boutique hotel websites in Australia. Specifically, it assesses how…

Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model

Jiyoung Kim, Sharron J. Lennon

This research extends Mehrabian and Russell's Stimulus‐Organism‐Response model to include both external (i.e. reputation) and internal source of information (i.e. website quality…

Understanding the effectiveness of word‐of‐mouth: an elasticity perspective

Yimiao Chen, Fangyi Liu, Cheng‐Hsi Fang, Tom M.Y. Lin

With the increasing usage of social networking sites, there has been considerable interest in Word‐of‐Mouth (WOM) research. The purpose of this paper is to propose that economic…

Special issue on the past, present and future of interactive marketing

Editorial

Debra Zahay