Purpose – The purpose of this paper is to investigate the online fashion sponsorship, shedding light on the content and appeal of online fashion magazine advertising. Heeding the call of researchers for cross-cultural advertising investigations, this research offers a comparison of online...

Purpose – This paper aims to review the progression of the pharmaceutical industry through the lens of government legislation in the USA. The goal of this paper is to provide a comprehensive review of pharmaceutical marketing practices while providing direction for emerging pricing and...

Purpose – Information typically posted on group buying websites includes number of previous buyers, whether a limit has been placed on purchase number, and the time remaining until the deal expires. The purpose of this paper is to demonstrate that these factors may interact such that, under...

Purpose – The 20‐year review of marketing and selected business journals examines the internet marketing literature to determine how the literature has evolved in terms of quantity, content, and publication outlets. This article aims to provide a comprehensive review of the internet...

Purpose – Researchers often attempt to assess how different features and content will improve the experience of web site users. One assessment technique is to measure the attitude toward the site. A common version of this measure is the Chen and Wells attitude toward the site scale. The...

Purpose – The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums and virtual communities drive the diversity in nomenclature of online marketing variables. Different...

Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital...

Purpose – The present study aims to identify and study the online privacy concerns, its explanatory variables and their affect on reactions and online purchasing behavior of Indian consumers. Globalization means that companies are setting manufacturing units where their cost dynamics are most...

Purpose – In the hotel industry today, web site marketing and third party distribution metrics are of critical importance in understanding the effectiveness of hotel revenue management objectives. The purpose of this paper is to propose a new model which tests hotel web‐effectiveness using...