Journal of Research in Interactive Marketing: Volume 8 Issue 3

Consumer behavior in the online context

Shannon Cummins, James W. Peltier, John A. Schibrowsky, Alexander Nill

– The purpose of this article is to review the consumer behavior and social network theory literature related to the online and e-commerce context.

Consumer – brand engagement on Facebook: liking and commenting behaviors

Sertan Kabadayi, Katherine Price

The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction…

Consumer responses toward online review manipulation

Yoon Jin Ma, Hyun-Hwa Lee

This paper aims to explore the effect on consumer responses of firms’ manipulating online reviews based on review valence (positive vs negative) and the relationship between…

Advertising in online social networks: the role of perceived enjoyment and social influence

Ana Maria Soares, José Carlos Pinho

The purpose of this study is to analyse the impact of perceived enjoyment in advertising response in online social networks (OSN). The authors propose and test a structural model…

Behavioral and psychological aspects of interactive marketing

Angela Hausman