Journal of Research in Interactive Marketing: Volume 11 Issue 1

Effective customer selection for marketing campaigns based on net scores

René Michel, Igor Schnakenburg, Tobias von Martens

This paper aims to address the effective selection of customers for direct marketing campaigns. It introduces a new method to forecast campaign-related uplifts (also known as…

Sentiment analysis of virtual brand communities for effective tribal marketing

Xema Pathak, Manisha Pathak-Shelat

By doing sentiment analysis of netnographic data, this study aims to explain the need to give special attention to negative sentiments expressed in virtual tribes, as they play a…

Brand community integration and satisfaction with social media sites: a comparative study

Melissa Clark, Hulda G. Black, Kimberly Judson

This paper aims to address two primary research questions: Why does a consumer integrate into a brand community and how does that impact overall satisfaction with the brand? Which…

Consumer characteristics as drivers of online information searches

Isabelle Gallant, Manon Arcand

The purpose of this study is to investigate consumer characteristics (gender, subjective knowledge of product category, susceptibility to social influence, attitude to internet…

I’ll laugh, but I won’t share: The role of darkness on evaluation and sharing of humorous online taboo ads

Seung Hwan (Mark) Lee, Alan Brandt, Yuni Groff, Alyssa Lopez, Tyler Neavin

This paper aims to investigate the experience of darkness on people’s evaluation of humorous taboo-themed ads and their willingness to share these ads digitally with others.

Attitudes toward mobile search ads: a study among Mexican millennials

Enrique Murillo

The purpose of this study is to conduct a survey of Mexican millennials to measure the extent of negative bias and perceived advertising value they experienced toward the ads they…