Journal of Research in Interactive Marketing: Volume 13 Issue 3

The impact of involvement on engagement with brand posts

Ana Margarida Barreto, Diogo Ramalho

This paper aims to look at the effects of different levels of involvement (high and low) on social media (Facebook) users' engagement (likes, shares and comments) with different…

The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention

Ridwan Adetunji Raji, Sabrina Rashid, Sobhi Ishak

This study aims to answer an important question of how brand-related communications, including advertising and sales promotion contents, which are disseminated on social media…

Self-presentation via electronic word of mouth – a reflective or impulsive activity?

Anders H. Wien

Previous research suggests that self-presentation causes people to have a reflective tendency to produce electronic word-of-mouth (eWOM). Drawing on the theory of the…

Young consumers’ motivational drivers of brand engagement behavior on social media sites: A synthesized U&G and TAM framework

Bela Florenthal

A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to…

A systematic mapping study on gamification applied to e-marketing

Fakhroddin Noorbehbahani, Fereshteh Salehi, Reza Jafar Zadeh

Today, marketing has evolved due to the emergence of new electronic technologies and has shifted to e-marketing. Meanwhile, the gamification and gamified systems is an up-to-date…

Integration of UTAUT model in internet banking adoption context: The mediating role of performance expectancy and effort expectancy

Samar Rahi, Majeed Mustafa Othman Mansour, Mahmoud Alghizzawi, Feras Mi Alnaser

Technology acceptance, especially internet banking adoption, has become a vital issue in the business world today. The potential of this technology is enormous. The purpose of…