Journal of Research in Interactive Marketing: Volume 13 Issue 2

The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions

Uttam Chakraborty

This study aims to highlight the importance of brand equity dimensions which act as a mediator between online reviews and consumer’s purchase intention. In particular, the present…

The marketing organization’s journey to become data-driven

Devon S. Johnson, Laurent Muzellec, Debika Sihi, Debra Zahay

This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a…

Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models

Wendy Ritz, Marco Wolf, Shaun McQuitty

This paper aims to examine small business’ participation in digital marketing and to integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) so as…

Antecedents and consequences of customer engagement on Facebook: An attachment theory perspective

Robert Hinson, Henry Boateng, Anne Renner, John Paul Basewe Kosiba

Marketing researchers have usually studied consumers’ attachment to brands from an emotional bonding perspective. However, the purpose of this study is to show that attachment to…

Email is evil!: Behavioural responses towards permission-based direct email marketing and gender differences

Ali Bassam Mahmoud, Nicholas Grigoriou, Leonora Fuxman, Dieu Hack-Polay, Fatina Bassam Mahmoud, Eiad Yafi, Shehnaz Tehseen

This study aims to assess consumers’ beliefs in three Middle Eastern Arab countries regarding attitudinal and behavioural responses towards permission-based direct email marketing…

Fraud abroad: GDP per capita, online customer reviews and vacation rental unit booking rates in the sharing economy

Jake David Hoskins, Ryan Leick

This study aims to investigate a sharing economy context, where vacation rental units that are owned and operated by individuals throughout the world are rented out through a…