This article examines the dynamic impact of online word-of-mouth (WOM) on US television show viewership. With WOM data collected from the Internet Movie Database website, we find that the cumulative volume of online WOM has significant explanatory power for viewership over time. Consistent with...

This article explores the purposes pursued by the French research in marketing. A scientometric analysis of four AFM Congresses communications reveals the permanence of a powerful managerial paradigm and the recent development of more societal questions. These results are discussed in a...

Trust is a crucial factor in e-commerce. However, consumers are less likely to trust unknown Web sites. This study explores how less-familiar e-commerce Web sites can use branding alliances and Web site quality to increase the likelihood of initial consumer trust. We use the associative network...

Over 180 years old, the Mauboussin jeweler's shop looks like a rebellious child on the Place Vendôme (Paris, France) since Dominique Frémont took over almost ten years ago. Alain Nemarq, the President, explains the marketing strategy he has used since his arrival in 2002. He also details the...

In operational terms (cost, implementation), a virtual 3D laboratory store offers an attractive alternative to a physical laboratory store for testing in store marketing initiatives (packaging, price or other). This study compares controlled sample shopper behaviours for a consumer good and...

This paper compares the effects of anti-tobacco ad parodies and visual cigarette package warnings on emotional and cognitive responses of young adults. The findings indicate that graphic-only ad parodies can compete with warnings in their attempt to damage consumers' attitude toward tobacco...

The Internet-driven electronic marketplace (IEMP) has been presented as a way to enhance collaboration between buyers and suppliers while generating significant advantages for both parties. Nevertheless, the introduction of Online Reverse Auctions (ORA) in the negotiation process has been...

Recent research has highlighted the importance of trust in building and maintaining business relationships. This research addresses these findings and utilizes Macneil’s norm theory to develop a model illu strating the mediating role of trust in buyer-seller relationships and compare it to the...

This paper focuses on the influence of culture on the level of materialism among older individuals in France and Tunisia. In particular, it aims at proposing a theoretical framework which links some of the main variables related to the aging process (cognitive age, physical well-being,...

Worrying messages are often used in persuasive communication. Based on gain versus loss framing literature, we show that these messages are efficient when they call for a imagery mode processing (high imagery value message). When they call for a discursive mode processing (low imagery value...