Journal of Research in Interactive Marketing: Volume 11 Issue 3

Personality determinants of need for interaction with a retail employee and its impact on self-service technology (SST) usage intentions

Hyun-Joo Lee

The purpose of this study was, first, to link interpersonal-hedonic values, intuitive-experiential thinking style, external locus of control (LOC) and sociability to the need for…

Does eWOM matter to brand extension?: An examination of the impact of online reviews on brand extension evaluations

Xin Liu, Jing Hu, Bing Xu

The purpose of this study is to find out how electronic word of mouth (eWOM) may affect evaluations of products with different brand images. In particular, the study explores…

Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty: Evidence from internet users in India

Asad Ahmad, Obaidur Rahman, Mohammed Naved Khan

The purpose of this study is to explore the factors that help in building e-loyalty towards online retailers. Internet has brought the world market into a single platform…

Technology readiness, perceived ubiquity and M-commerce adoption: The moderating role of privacy

Subhadip Roy, Y.L.R. Moorthi

The purpose of this study is to draw concepts from marketing and information systems research and integrate them in the context of M-commerce. The authors develop a conceptual…

High-tech entrepreneurial content marketing for business model innovation: A conceptual framework

Dina Mansour, Hortensia Barandas

The purpose of this paper is to advance the theoretical development of the content marketing concept and its integration into high-tech marketing theory, in entrepreneurial…

How trust moderates social media engagement and brand equity

Hardeep Chahal, Anu Rani

The purpose of this paper is threefold: first, to develop and measure customer engagement scale in context to social media (SM); second, to elucidate the variables that impact…