European Journal of Marketing: Volume 54 Issue 6

Digital marketing and business-to-business relationships: a close look at the interface and a roadmap for the future

Charles Hofacker, Ismail Golgeci, Kishore Gopalakrishna Pillai, David Marius Gligor

This study aims to introduce the special issue on digital marketing and business-to-business (B2B) relationships. In general, only modest attention has been devoted to the study…

Business-to-business referral as digital coopetition strategy: Insights from an industry-wise digital business network

Ying Zhu, Valerie Lynette Wang, Yong Jian Wang, Jim Nastos

Based on theories related to coopetition, the purpose of this paper is to examine the patterns of business-to-business digital referrals inscribed in businesses’ digital content.

Social presence and e-commerce B2B chat functions

Jonna Pauliina Koponen, Saara Rytsy

Currently, online chat is in common use in e-commerce. By adding social interaction to the online context, companies hope to increase customers’ purchasing intentions. However…

Social and technical chains-of-effects in business-to-business (B2B) service relationships

Russel P.J. Kingshott, Piyush Sharma, Smitha Ravindranathan Nair

This paper aims to combine the social–technical systems and social exchange theories with the resource-based view of the firm, to investigate how business-to-business (B2B…

Digital engagement strategies and tactics in social media marketing

Conor Drummond, Thomas O'Toole, Helen McGrath

Digitalisation has increased the importance of online forms of marketing, including social media (SM) marketing, for entrepreneurial firms. This paper aims to identify digital…

“Just be there”: Social media presence, interactivity, and responsiveness, and their impact on B2B relationships

Maria Karampela, Ewelina Lacka, Graeme McLean

In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving…

Authenticity and exclusivity appeals in luxury advertising: the role of promotion and prevention pride

Felix Septianto, Yuri Seo, Billy Sung, Fang Zhao

This study aims to investigate how the effectiveness of luxury advertising can be improved by matching the emotional (promotion pride vs prevention pride) and luxury value…

Home culture consumption as ambivalent embodied experience

Angela Gracia B. Cruz, Margo Buchanan-Oliver

The consumer acculturation literature argues that reconstituting familiar embodied practices from the culture of origin leads to a comforting sense of home for consumers who move…

Analogical reasoning and regulatory focus: using the creative process to enhance consumer-brand outcomes within a co-creation context

Kelly Naletelich, Nancy Spears

New product development (NPD) is increasingly being delegated to consumers, yet little research has investigated consumer-centric factors that may influence this delegation. Thus…

Positive crossover loyalty shifts or negative temporal changes? The evolution of shopping mechanism in the O2O era

Hong-Youl Ha, Philip J. Kitchen

This paper aims to examine how customers encounter consumption-based evolution between mobile and offline platforms together with temporal and crossover effects. Counter to…

Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency

Fazlul K. Rabbanee, Rajat Roy, Mark T. Spence

This paper aims to examine a chain of relationships running from self-congruity with a brand – that can stem from the actual, ideal or social self – to brand attachment and from…

Status quo bias and shoppers’ mobile website purchasing resistance

Jacques Nel, Christo Boshoff

Shopping statistics indicate that online shoppers prefer purchasing products using the desktop website of the retailer, rather than using the mobile website on a mobile phone to…