Table of contents
Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement
Andrew J. Dahl, Anthony M. D’Alessandro, James W. Peltier, Eric L. SwanSocial causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals…
Narrative persuasion in social media: an empirical study of luxury brand advertising
Ran Huang, Sejin Ha, Sun-Hwa KimThis paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are to…
Mavenism and e-maven propensity: antecedents, mediators and transferability
William Darley, Jeen-Su LimUsing social cognitive theory as a theoretical backdrop, this paper aims to investigate antecedents and mediators of e-maven propensity and evaluates the transferability of…
Influence of consumers’ perceived risk on consumers’ online purchase intention
Shaizatulaqma Kamalul Ariffin, Thenmoli Mohan, Yen-Nee GohThis paper aims to examine the relationship between six factors of consumers’ perceived risk and consumers’ online purchase intentions. In particular, this study will examine the…
Mobile banking and AI-enabled mobile banking: The differential effects of technological and non-technological factors on digital natives’ perceptions and behavior
Elizabeth Manser Payne, James W. Peltier, Victor A. BargerThe rapid growth of technology, including artificial intelligence (AI), in the banking industry has played a disrupting role in traditional banking channels. This study aims to…
On the contrasting strategic impact of online customer reviews for niche and mainstream organizations: Evidence from US higher education
Jake David Hoskins, Benton A. BrownA significant body of extant empirical evidence has shown that online customer reviews (OCRs) are important in driving organizational performance outcomes. However, it is posited…
Why did I buy this?: The effect of WOM and online reviews on post purchase attribution for product outcomes
Stephanie JacobsenThis paper aims to develop a link between word-of-mouth and attribution of credit or blame following a purchase. Attribution is important because it can affect repurchase…
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ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang