Marketing Intelligence & Planning: Volume 41 Issue 8

Unveiling consumer behavior in marketing: a meta-analytic structural equation modeling (Meta-SEM) of the model of goal-directed behavior (MGB)

Pankaj Vishwakarma, Malaya Ranjan Mohapatra

Understanding consumer behavior across various contexts within marketing has long been the focus of studies. Although many models are used in explaining consumers' behavior, one…

Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants

Blanca Isabel Hernández Ortega, Laura Lucia-Palacios

This study explores the role of smart voice assistants (SVAs) as purchase recommenders, a phenomenon the authors term “word of voice” (WOV) communication. By integrating…

The impact of skippable advertising on advertising avoidance intention in China

Shimin Yin, Bin Li, Qi Zhou

Skippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format…

Social media marketing for luxury brands: parasocial interactions and empowerment for enhanced loyalty and willingness to pay a premium

Tao Zha, Eugene Cheng-Xi Aw, Omkar Dastane, Angeline Gautami Fernando

This research aims to unravel the intricate relationship between luxury brands' social media marketing strategies (i.e. communication and engagement) and their impact on…

Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being

Mojtaba Barari

The purpose of this research is to investigate the negative impact of social media influencers (SMIs) (human vs virtual) on customer well-being. Additionally, it aims to explore…

Brand ethicality as a driver of psychological, affective and behavioral response to a brand

Vikas Kumar, Vikrant Kaushal

Ethical consumerism is gaining importance as consumers are becoming increasingly concerned about brands' moral intentions and social and legal practices. Hence, in a quest to…

Influencer recommendation system: choosing the right influencer using a network analysis approach

Abhishek Kumar Jha, Sanjog Ray

The rise of social media has led to the emergence of influencers and influencer marketing (IM) domains, which have become important areas of academic inquiry. However, despite its…

The more open, the better? Research on the influence of subject diversity on trust of tourism platforms

Siyuan Xu, Yupeng Mou, Zhihua Ding

The continuous impact of the pandemic and the downturn of the global economy have brought new challenges to the tourism industry. In this context, effectively attracting consumers…

Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews

Xiaoguang Wang, Yue Cheng, Tao Lv, Rongjiang Cai

The authors hope to filter valuable information from online reviews, obtain objective and accurate information about the demands of auto consumers and help auto companies develop…