Journal of Research in Interactive Marketing: Volume 12 Issue 1

Social vs traditional media communication: brand origin associations strike a chord

Maria Cristina Morra, Francesca Ceruti, Roberto Chierici, Angelo Di Gregorio

The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of…

Exploring the marketing potential of location-based mobile games

Linwan Wu, Matthew A. Stilwell

Location-based mobile games, like Pokémon GO, have been tremendously prevalent in recent years. Marketing professionals have considered this type of game as a promising marketing…

Effects of online consumer reviews on firm-based and expert-based communications

Jianjun Zhu, David K.C. Tse, Qiang Fei

To explain and empirically test how different marketing communication channels interact with each other and contribute to brands’ diverging marketplace performance.

Gender and live-streaming: source credibility and motivation

Patricia R. Todd, Joanna Melancon

The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of…

Antecedents of consumer attitudes’ toward corporate blogs

Deborah A. Colton

The purpose of this study is to examine the antecedents of consumers’ attitude toward corporate blogs. The antecedents include credibility, involvement and attitude toward the…

Antecedents of WOM: SNS-user segmentation

Jorge Arenas-Gaitán, Francisco J. Rondan-Cataluña, Patricio E. Ramírez-Correa

The aim of this study is to analyze the antecedents of word-of-mouth (WOM) in a social networking sites (SNS) context, based on social identification theory and uses and…

Virtual dressing room media, buying intention and mediation

Gallayanee Starwind Yaoyuneyong, Wesley A. Pollitte, Jamye K. Foster, Leisa R. Flynn

This paper aims to test the relationships between shopping enjoyment, economic motivation, apparel shopping self-confidence, perceived informativeness, perceived irritation and…