Journal of Research in Interactive Marketing: Volume 9 Issue 4

A classificatory scheme for antecedents of the sources of “online brand equity”

Arunima Rana, Anil Bhat, Leela Rani

The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums…

Consumers’ attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation

Henry Boateng, Abednego Feehi Okoe

The purpose of this study is to examine the relationship between consumers’ attitude toward social media advertising and their behavioural response and the moderating effect of…

Customer participation in online co-creation experience: the role of e-service quality

Tamer H. Elsharnouby, Abeer A. Mahrous

This exploratory paper aims to extend the research on customer co-creation behavior into an emerging market. To this end, it empirically examines the influence of e-service…

Exploring the Facebook Like: a product and service perspective

Mark J. Pelletier, Alisha Blakeney Horky

The purpose of this exploratory study is to expand the knowledge of the current literature stream and to attempt to more fully understand the simple but singularly unique aspect…