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Product type and word of mouth: a dyadic perspective

Fang, Cheng‐Hsi; Lin, Tom M.Y.; Liu, Fangyi; Hsiang … - In: Journal of Research in Interactive Marketing 5 (2011) 2/3, pp. 189-202

Purpose – Strong evidence suggests that word‐of‐mouth (WOM) communication varies in its influence according to product type; however, empirical research remains deficient. The purpose of this paper is to propose a procedural model to examine the influence of product type on both the effect...

Persistent link: https://www.econbiz.de/10014902194

The impact of trial on technology adoption: the case of mobile TV

Soscia, Isabella; Arbore, Alessandro; Hofacker, Charles F. - In: Journal of Research in Interactive Marketing 5 (2011) 2/3, pp. 226-238

– Our research suggests that trial can be quite efficacious with women: it could help to increase confidence in consumers …

Persistent link: https://www.econbiz.de/10014902196

A services perspective for text message coupon customization

Bacile, Todd J.; Goldsmith, Ronald E. - In: Journal of Research in Interactive Marketing 5 (2011) 4, pp. 244-257

Purpose – The purpose of this paper is to illustrate that text message mobile coupons are marketing communications that are becoming more service‐like in nature. As such, mobile coupons will benefit from firm‐generated service customization strategies. Design/methodology/approach – An...

Persistent link: https://www.econbiz.de/10014902197

Measuring intangible effects of m‐coupon campaigns on non‐redeemers

Banerjee, Syagnik; Poddar, Amit; Yancey, Scott; … - In: Journal of Research in Interactive Marketing 5 (2011) 4, pp. 258-275

Purpose – The purpose of this paper is to demonstrate how to design better awareness and memory of product information using mobile coupon campaigns among those who do not redeem the coupons. Design/methodology/approach – The research involves two field experiments with a Mid Western mobile...

Persistent link: https://www.econbiz.de/10014902198

Consumer profiles in reality vs fantasy‐based virtual worlds: implications for brand entry

Phillips Melancon, Joanna - In: Journal of Research in Interactive Marketing 5 (2011) 4, pp. 298-312

Purpose – Virtual environments (VEs) are computer‐based, three‐dimensional virtual worlds where users create avatars and interact socially and competitively within the environment. Users spend millions of dollars every year consuming items for their avatars. Marketers have begun offering...

Persistent link: https://www.econbiz.de/10014902200

Online product presentation: the effect of product coordination and a model's face

Yoo, Jungmin; Kim, Minjeong - In: Journal of Research in Interactive Marketing 6 (2012) 1, pp. 59-72

Purpose – The purpose of this paper is to examine the effects of product coordination and a model's face on consumer responses in terms of affective states, perceived amount of information and purchase intention. Design/methodology/approach – The design of the study was a 2 (product...

Persistent link: https://www.econbiz.de/10014902204

Consumer perceptions of online consumer product and service reviews

Lee, Hyun‐Hwa; Jin Ma, Yoon - In: Journal of Research in Interactive Marketing 6 (2012) 2, pp. 110-132

reviews. Individual characteristics – confidence in the information process and consumer susceptibility to interpersonal …

Persistent link: https://www.econbiz.de/10014902207

Perceived ethics of online retailers and consumer behavioral intentions

Limbu, Yam B.; Wolf, Marco; Lunsford, Dale - In: Journal of Research in Interactive Marketing 6 (2012) 2, pp. 133-154

Internet retailer's website significantly affect consumers' trust and attitudes to the retailer's website that eventually have … positive impacts on purchase and revisit intentions. Website trust was positively related to attitude toward the site. The … results do not show support for a direct effect between perceived ethics and behavioral intentions, but attitude and trust …

Persistent link: https://www.econbiz.de/10014902208

Facebook versus television: advertising value perceptions among females

Logan, Kelty; Bright, Laura F.; Gangadharbatla, Harsha - In: Journal of Research in Interactive Marketing 6 (2012) 3, pp. 164-179

Purpose – The purpose of this paper is to compare female students' perceptions of the value of advertising on social network sites (SNSs) to their perceptions of the value of television advertising. Design/methodology/approach – An online questionnaire was fielded among students from three...

Persistent link: https://www.econbiz.de/10014902209

Consumer adoption of online collaborative customer co‐design

Son, Jihyeong; Sadachar, Amrut; Manchiraju, Srikant; … - In: Journal of Research in Interactive Marketing 6 (2012) 3, pp. 180-197

Purpose – “Collaborative customer co‐design websites” (CCCWs), reflect a combination of co‐design and social networking. While this technology is presently emerging, little research has explored consumer perception of the underlying benefits and impediments of CCCW features. Therefore,...

Persistent link: https://www.econbiz.de/10014902210