Table of contents
Targeted marketing and African American millennial consumers
Yuvay Jeanine Meyers, Allison Janeice MorganWith African American Millennials being the most intense users of the internet in the USA, based on length of time and frequency, this is a group that should be of particular…
Effective advertising appeals for websites of small boutique hotels
Michael Lwin, Ian PhauThe purpose of this paper is to investigate whether rational and emotional appeals are more effective for small boutique hotel websites in Australia. Specifically, it assesses how…
Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model
Jiyoung Kim, Sharron J. LennonThis research extends Mehrabian and Russell's Stimulus‐Organism‐Response model to include both external (i.e. reputation) and internal source of information (i.e. website quality…
Understanding the effectiveness of word‐of‐mouth: an elasticity perspective
Yimiao Chen, Fangyi Liu, Cheng‐Hsi Fang, Tom M.Y. LinWith the increasing usage of social networking sites, there has been considerable interest in Word‐of‐Mouth (WOM) research. The purpose of this paper is to propose that economic…
ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang