Retromarketing, also known as nostalgia marketing, is a strategy/activity that "uses the past to sell in the present". Its growth has been exponential in recent years, both in academia and in business praxis. The objective of this paper is to carry out a theoretical review on this topic, and for...

We quantify the prevalence of undisclosed influencer posts on Twitter across a large set of brands based on a unique data set of over 100 million posts. We develop a novel method to detect undisclosed influencer posts and find that 96% of influencer posts are not disclosed as such. Despite...

The increasing importance of online distribution channels is paralleled by a rising interest in gaining insights into the customer journey and browsing behavior. We evaluate several machine learning methods (latent Dirichlet allocation, correlated topic model, structural topic model, replicated...

In order to select "best" customers for a direct marketing campaign, response models are widespread: a sample of customers receives an ad, a catalog, a sample pack, or a discount offer on a test basis. Then, their responses (e.g., website visits, conversions, or revenues) are used to build a...

Nonprofit organizations need loyal donors to accomplish their mission and goals. However, organizations lose up to 60% of their first-time donors. Therefore, a deeper understanding of the determinants of donor loyalty is necessary. This study tests whether actual self-congruence, ideal...

The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses...

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

This study investigated the relationship between source, receiver, review quality, review sidedness, review consistency, online credible review, reliability, intentionality, and willingness to buy the electric consumers in Vietnam. This study performed structural equation modeling (SEM). A total...

Purpose - This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction). Design/methodology/approach The customer data...

The purpose of the present study was to test whether logo shape and color affect emotional and cognitive response to a new logo. In the explorative part of the study, the effect of the amount of each of the additive primary color on logo perception was examined. Research was done on a sample of...