Purpose: This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge. Design/methodology/approach: Using an online survey, the study...

Purpose: The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value...

Electronic commerce is reliant on technology; has a goal of adding value; and offers potential global linkage of stakeholders. These three characteristics mean that e-commerce will be vulnerable to the effects of diverse infrastructure, culture and demography of different countries. Understanding...

The influence of intangibility on ethnic minority consumers' choice of service providers is reflected in their use of information sources, choice criteria, motivation for switching and valuation of provider attributes. This is examined by drawing from survey responses given by members of a...

Purpose – Sets out to argue that training and adjustment strategies based on immersion in a foreign culture, in order to reduce expatriate culture shock, can be improved by training that addresses how to use related ethnic networks within the host country. Design/methodology/approach – A...

This paper argues that the international growth of e-commerce (whether business--business, business--consumer or consumer--business) can increase a critical technology infrastructure gap that disadvantages less-developed countries (LDCs) in their future e-commerce participation. This gap is...

The potential for segmenting and targeting consumers, using ethnicity as a segmenting variable, is widely recognised in the marketing literature. However, attention to the problems of identifying and reaching a single, often relatively small, ethnic group, as opposed to some aggregate of groups,...

Ethnic consumers arriving in an ethnically diverse nation such as Australia are likely to have a limited knowledge of the marketplace. Combined with possible communication difficulties, constrained decision making may result when selecting both products and suppliers. Services are significantly...