Narrow search
Showing 1 - 10 of 406
Cover Image
Cross‐national differences in e‐WOM influence
Christodoulides, George; Michaelidou, Nina; Argyriou, … - In: European Journal of Marketing 46 (2012) 11/12, pp. 1689-1707
Purpose – This paper aims to present a cross‐national study that investigates changes in purchase intentions of UK versus Chinese consumers following exposure to successive e‐WOM comments in the form of positive and negative user reviews for experience versus search products....
Persistent link: https://www.econbiz.de/10014722874
Cover Image
Drivers of in‐group and out‐of‐group electronic word‐of‐mouth (eWOM)
Luís Abrantes, José; Seabra, Cláudia; Raquel Lages, … - In: European Journal of Marketing 47 (2013) 7, pp. 1067-1088
out‐of‐group, is tested in a sample of 302 internet users in Portugal. Findings – Results from the survey show that the …
Persistent link: https://www.econbiz.de/10014722927
Cover Image
“Postmodern” versus “long‐standing” cultural narratives in consumer behavior: an empirical study of NetGirl online
Gould, Stephen J.; Lerman, Dawn B. - In: European Journal of Marketing 32 (1998) 7/8, pp. 644-654
In recent research, two views of the possible postmodern consumer have emerged. One view, advanced by Firat and Venkatesh, postulates that the consumer has increased expressive flexibility and is therefore liberated from prior ideologically‐created restraints. A second view, provided by...
Persistent link: https://www.econbiz.de/10014723277
Cover Image
Conceptualizing consumer experiences in cyberspace
Shih, Chuan‐Fong (Eric) - In: European Journal of Marketing 32 (1998) 7/8, pp. 655-663
by drawing from various literatures outside of marketing that have extensively studied the Internet phenomenon. Building …
Persistent link: https://www.econbiz.de/10014723278
Cover Image
Cybermarketscapes and consumer freedoms and identities
Venkatesh, Alladi - In: European Journal of Marketing 32 (1998) 7/8, pp. 664-676
When examining the issue of consumers in cyberspace, there appear to be two recurring narratives. One refers to the unidimensional perspective of marketing and how marketing tries to annex the cyberspace and regards the consumer as fair game in its profit‐seeking enterprise. The second...
Persistent link: https://www.econbiz.de/10014723279
Cover Image
The relationship between advertising and content provision on the Internet
Yuan, Yuehong; Caulkins, Jonathan P.; Roehrig, Stephen - In: European Journal of Marketing 32 (1998) 7/8, pp. 677-687
become less common on the Internet. Given that revenue from advertisers is desirable to content providers, the answer mainly … advertising and content provision on the Internet may be affected by this medium’s distinctive characteristics, which affect the … of customers, and their dependence on the distinctive technological features of the Internet.  …
Persistent link: https://www.econbiz.de/10014723280
Cover Image
The identification and satisfaction of consumer analysis‐driven information needs of marketers on the WWW
Sen, Shahana; Padmanabhan, Balaji; Tuzhilin, Alexander; … - In: European Journal of Marketing 32 (1998) 7/8, pp. 688-702
Investigates the information needs of marketers on the WWW for consumer analysis purposes, and examines how these can be met. Begins by briefly highlighting the attractiveness of the Web as a medium for communication. Next, summarizes the bases for consumer analysis and segmentation in the...
Persistent link: https://www.econbiz.de/10014723281
Cover Image
World Wide Web banner advertisement copy testing
Hofacker, Charles F.; Murphy, Jamie - In: European Journal of Marketing 32 (1998) 7/8, pp. 703-712
Explores one of the many exciting advertising research possibilities spawned by the Web, namely the efficacy of banner advertisements designed to lure the browser to an external Web page. Traditional advertising research usually relies on self‐report or memory. With Web advertisement banners,...
Persistent link: https://www.econbiz.de/10014723282
Cover Image
What makes commercial Web pages popular?
Dholakia, Utpal M.; Rego, Lopo L. - In: European Journal of Marketing 32 (1998) 7/8, pp. 724-736
There are two main objectives of the paper. First, in a systematic and statistically rigorous manner, we attempt to descriptively document the types and nature of marketing information on commercial home‐pages, with a view to identifying the major objectives of contemporary commercial Web...
Persistent link: https://www.econbiz.de/10014723284
Cover Image
Factors affecting consumers’ “Webad” visits
Raman, Niranjan V.; Leckenby, John D. - In: European Journal of Marketing 32 (1998) 7/8, pp. 737-748
Attracting consumers to a marketer Web site is critical to the effectiveness of a Web presence, and longer visits are a possible measure of success of these Web sites. Since marketers are interested in consumers’ longer visits at their Web sites, it becomes important to examine the factors...
Persistent link: https://www.econbiz.de/10014723285