Spanish Journal of Marketing - ESIC: Volume 25 Issue 2 , Open Access

Virtual reality and gamification in marketing higher education: a review and research agenda

Sandra Maria Correia Loureiro, Ricardo Godinho Bilro, Fernando José de Aires Angelino

The purpose of this paper is to review studies on the use of virtual reality (VR) and gamification to engage students in higher education for marketing issues to identify the…

Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)

Mark Anthony Camilleri, Loredana Falzon

The outbreak of the Coronavirus (COVID-19) pandemic and its preventative social distancing measures have led to a dramatic increase in subscriptions to paid streaming services…

The influence of eWOM. Analyzing its characteristics and consequences, and future research lines

Khaoula Akdim

This study, first, reviews the existing literature on electronic word-of-mouth (eWOM) and, using communication theory, examines its impact on its readers’ decision-making…

What motivates and deters users’ online co-creation? The role of cultural and socio-demographic factors

Maryna Chepurna, Josep Rialp Criado

This paper aims to determine the impact of cultural context and socio-demographic characteristics on the users’ deterrents and motivators to co-creation online.

Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB)

Ghazanfar Ali Abbasi, Janani Kumaravelu, Yen-Nee Goh, Karpal Singh Dara Singh

The purpose of this study is to unearth the factors that influence tourists’ revisit intention. The proposed model of the study is grounded on using the theory of planned…

The role of emotional experience and destination image on ecotourism satisfaction

NgoHai Quynh, Nguyen Thanh Hoai, Nguyen Van Loi

The purpose of this study is to analyze the influence of the emotional experience (EE) and the image of the tourist destination on the satisfaction of the domestic tourist and his…

The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand

Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi, Miguel Ángel Zúñiga

In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and…