Journal of Research in Interactive Marketing: Volume 9 Issue 1

Analyzing media types and content orientations in Facebook for global brands

Dae-Hee Kim, Lisa Spiller, Matt Hettche

This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty…

The impact of brand communication on brand equity through Facebook

Bruno Schivinski, Dariusz Dabrowski

The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand…

False recall of brands in advergames: a cross-country comparison

Monica D Hernandez, Michael S Minor

The purpose of this paper is to attempt to answer whether there is a difference between retrieving memory by using recall or false recall of brands in an interactive and…

“Man, this frustrates me”: change of consumer emotions in online discussions

Piia Haavisto, Birgitta Sandberg

– The purpose of this paper is to analyse how consumer emotions towards innovation change over online discussions.

New year promises strong growth for the Journal of Research in Interactive Marketing

Debra Zahay