Journal of Research in Interactive Marketing: Volume 7 Issue 4

Extraversion as a stimulus for user-generated content

Margherita Pagani, Ronald E. Goldsmith, Charles F. Hofacker

User-generated content comprises an important asset for many web sites. The purpose of this study is to show how extraversion, a basic dimension of human personality, is…

Methods of variable pre-selection for net score modeling

René Michel, Igor Schnakenburg, Tobias von Martens

This paper aims to focus on different approaches to variable pre-selection for building net score models (also known as uplift modelling or incremental response modelling). The…

Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of Fortune 500 companies

Kunal Swani, George Milne, Brian P. Brown

This research aims to investigate the message strategies most likely to promote online “word-of-mouth” (WOM) activity for business-to-business (B2B)/business-to-consumer as well…

A mixed-method approach to examining brand-consumer interactions driven by social media

Andrew Rohm, Velitchka D. Kaltcheva, George R. Milne

Online social media are dramatically changing the ways in which firms and their consumers interact. The purpose of this paper is to analyze the role of social media platforms such…

Journal update, how to get published in JRIM, and this issue

Debra Zahay-Blatz