Spanish Journal of Marketing - ESIC: Volume 28 Issue 1 , Open Access

Does banner advertising still capture attention? An eye-tracking study

Aline Simonetti, Enrique Bigne

The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not…

Mindfulness and banking customers’ quality of life

Burhanudin Burhanudin

Quality of life is a concern of banking customers, but it has received little attention in studies conducted within the banking context. This study aims to investigate the…

Identifying and categorizing influencers on Instagram with eye tracker

Michaela Jánská, Marta Žambochová, Zuzana Vacurová

This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

How did sustainable Spanish and Italian brands communicate COVID-19 on social media?

Carmen Zarco, Alberto Robles, Javier Valls-Prieto, Oscar Cordon

This study aims to determine how the most sustainable brands in Italy and Spain developed communication and awareness-raising actions during the COVID-19 pandemic and whether…

Parasocial relationships and social media interactions: building brand credibility and loyalty

Jean Paolo Gomez Lacap, Mary Rose Maharlika Cruz, Antonino Jose Bayson, Richard Molano, John Gilbert Garcia

This paper aims to explore how parasocial relationships with Korean celebrity endorsers on social media result in brand credibility and loyalty.

Driving customer engagement and citizenship behaviour in omnichannel retailing: evidence from the fashion sector

Suha Fouad Salem, Alshaimaa Bahgat Alanadoly

This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer…