Spanish Journal of Marketing - ESIC: Volume 25 Issue 3 , Open Access

Engaging consumers through firm-generated content on Instagram

Estefania Ballester, Carla Ruiz, Natalia Rubio

The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective…

When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services

Mauricio Santos, Walesska Schlesinger

This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.

Influence of emotions displayed by employees during service recovery

María Sicilia, M. Carmen Caro-Jiménez, Estela Fernández-Sabiote

While research evidences how customers’ emotions can influence their consumer experience, understanding of how employees’ displayed emotions affect the customer service experience…

Effectiveness of offline and online rewards in restoring satisfaction and trust

Zonaib Tahir

This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust recovery…

A profile of mobile service users in a mature market: from “uninvolved pragmatics” to “potential switchers”

Cristina Calvo-Porral, Luis-Miguel Otero-Prada

Mobile services are expanding rapidly, and in this tremendously dynamic environment, companies should provide value-added services to meet users’ demand. In this context, the…

Understanding the consumer’s intention to use the e-wallet services

Shaizatulaqma Kamalul Ariffin, Mohamad Fakhrul Reza Abd Rahman, Ali Mughal Muhammad, Qi Zhang

The purpose of this paper is to investigate the key factors that explain intention to use e-wallet services (perceived usefulness, perceived ease of use, attitude, subjective…