Journal of Research in Interactive Marketing: Volume 14 Issue 2

Antecedents of customer brand advocacy: a meta-analysis of the empirical evidence

Ragini Bhati, Harsh V. Verma

The purpose of this paper is to find out the antecedents of customer brand advocacy (CBA) on the basis of synthesis of the CBA literature. A summarisation of the results of the…

The influence of YouTubers on followers’ use intention

Stela Cristina Hott Corrêa, João Luiz Soares, Juliana Maria Magalhães Christino, Marlusa de Sevilha Gosling, Carlos Alberto Gonçalves

This study aims to investigate the relationship between the follower’s engagement with YouTubers and his/her intention of using a brand they advertise or use. Self-connection…

Ordinary celebrities related criteria to harvest fame and influence on social media

Fatima Abdulaziz Al-Emadi, Imene Ben Yahia

The study aims to explore why consumers engage with ordinary celebrities on social media by identifying the influential characteristics that have engaged followers and have led to…

Online viewers’ choices over advertisement number and duration

Stephen Nettelhorst, Laura Brannon, Angela Rose, Whitney Whitaker

The purpose of this study is to investigate online viewers’ preferences concerning the number and duration of video advertisements to watch during commercial breaks. The goal of…

Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions

Brian A. Vander Schee, James Peltier, Andrew J. Dahl

The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable…

One size doesn’t fit all: a uses and gratifications analysis of social media platforms

Mark J. Pelletier, Alexandra Krallman, Frank G. Adams, Tyler Hancock

This research study aims to investigate consumer usage motivations for three of the top social media platforms today: Facebook, Twitter and Instagram. Additionally, through…