Journal of Research in Interactive Marketing: Volume 10 Issue 3

The impact of mobile marketing initiatives on customers’ attitudes and behavioural outcomes

Gyaneshwar Singh Kushwaha, Shiv Ratan Agrawal

The purpose of this paper is to examine customers’ behavioural outcomes based on the actual attitudinal responses of mobile marketing initiatives.

Factors affecting stickiness and word of mouth in mobile applications

Seeun Kim, Tae Hyun Baek, Youn-Kyung Kim, Kyunga Yoo

The purpose of this study is to investigate user perceptions of mobile app characteristics and interrelationships among identified mobile app characteristics, perceived benefits…

Pre-purchase information search: too many sources to choose

Patricia Liebesny Broilo, Lélis Balestrin Espartel, Kenny Basso

Because of the increasing volume of information spread in physical and online environments, a consumer intending to purchase a product or service must choose not only what to buy…

Email marketing in the era of the empowered consumer

Mari Hartemo

The purpose of this paper is to clarify why, when and how e-mail marketing can be used to empower consumers and to give ideas for future scholarly research.

Does Facebook usage lead to conspicuous consumption?: The role of envy, narcissism and self-promotion

David G. Taylor, David Strutton

The purpose of this study is to demonstrate how Facebook usage is positively related to envy and narcissism, which in turn increase users’ desire for self-promotion and propensity…

Are they really persuaded with the brand embedded in the game?: Analyzing the effects of nature of game, brand prominence and game-product congruence

Devika Vashisht, Sreejesh S. Pillai

The purpose of the paper is to examine whether there is any difference in persuasion of brands embedded in the advergame because of the differences in nature of the game (speed)…