Journal of Research in Interactive Marketing: Volume 4 Issue 2

Effects of site design on consumer emotions: role of product involvement

Young Ha, Sharron J. Lennon

The purpose of this paper is to investigate the effects of low task relevant cues presented on apparel web sites on consumer emotions (pleasure and arousal) that in turn influence…

Enhancing mobile coupon redemption in fast food campaigns

Sy Banerjee, Scott Yancey

The purpose of this paper is to illustrate how managers can strategize different aspects of mobile coupon promotions to enhance their redemption rates.

Creativity chains and playing in the crossfire on the video‐sharing site YouTube

Christèle Boulaire, Guillaume Hervet, Raoul Graf

The purpose of this paper is to analyse how individual creativity of internet users is expressed in the production of online music videos and how the creative dynamic among…

Gender differences in using mobile data services: utilitarian and hedonic value approaches

Kiseol Yang, Hyun‐Joo Lee

The purpose of this paper is to examine how consumers differ by gender in terms of the values sought from mobile data services.

Attitudinal perspectives for predicting churn

Steffen Zorn, Wade Jarvis, Steve Bellman

As acquiring new customers is costly, putting effort into satisfying and keeping customers over the long term can improve profitability. Firms usually do not know how each…