Journal of Online Marketing 

About: Journal of Online Marketing is an academic journal. The journal publishes majorly in the area(s): Social media & The Internet. Over the lifetime, 256 publications have been published receiving 1451 citations.

Social Media Impact on Holiday Travel Planning: The Case of the Russian and the FSU Markets

Abstract: The impact of social media on the travel industry is predicted to be tremendous, especially on its holiday travel segment. Although there is a plethora of studies concentrating on the role and impact of social media in travel related decisions, most of them are medium and community specific, or focus on a specific stage of the decision making or the travel planning process. This paper presents a comprehensive view of the role and impact of social media on the travel planning process: before, during and after the trip, providing insights on usage levels, scope of use, level of influence, and trust. The study was conducted through an online structured questionnaire on a sample of 346 members of an online panel of internet users from Russia and the other Former Soviet Union (FSU) Republics who had been on holidays in the previous 12 months. Findings reveal that social media are predominantly used after holidays for experience sharing. It is also shown that there is a strong correlation between level of influence from social media and changes made to holiday plans. Moreover, it is revealed that user-generated content is more trusted than official tourism websites, travel agents, and mass media advertising.

Predicting the Usage Intention of Social Network Games: An Intrinsic-Extrinsic Motivation Theory Perspective

Abstract: Social network sites (SNSs) are new communication channels with which people can share information. The main functions of SNSs, such as MySpace, Facebook, and Orkut, consist of displaying a user’s social contacts, enabling people to view each other’s social networks and search for common friends or interesting content. Social networks are also connected to gaming and it is quickly becoming one of the most popular categories of applications on SNSs. The goal of this project is to gain insight into the factors that affect user intention to use a social network game. The study uses an extended technology acceptance model and focuses on combining personal innovativeness, personal involvement, intrinsic motivation and extrinsic motivation to explain usage intentions for social network games. The proposed model was tested with data collected from potential users of a social network game. A multiple regression analysis and MANOVA analysis were then conducted to identify the key causal relationships. It is expected that personal innovativeness and personal involvement will have positive effects on intrinsic and extrinsic motivation and ultimately influence usage intentions with regard to social network games.

Segmenting Brand Value Perceptions of Consumers in Virtual Worlds: An Empirical Analysis Using the FIMIX Method

Abstract: Virtual worlds are emerging as a promising new channel for electronic marketing and brand-related activities However, like Second Life This paper examines the spectrum of perceptions of consumers of four major real-life brands (Armani, Dell, Mercedes and Hublot) that have established operations in Second Life A survey was conducted using an avatar survey bot (n=1,039) Using the FIMIX-PLS procedure (Ringle et al, 2009), an axiological measurement instrument for brand value and formative modeling techniques, the authors identify segments of consumers with different perceptions of value for each brand The analysis shows a clear difficulty in establishing ‘emotional’ rapport with consumers in Second Life

ICT Infrastructure Framework for Microfinance Institutions and Banks in Pakistan: An Optimized Approach

Abstract: Information and communication technology ICT can be termed as a reagent for the microfinance sector. It has contributed significantly for the growth of this sector, which is clearly depicted from the reviewed literature as well as the market evaluation. The paper analyzes the impact of technological advancements within the microfinance industry from academic as well as practitioner's point of view. The true advantage of that advancement in the technology is yet to be realized by this sector. The paper proposed that ICT components on an optimized approach can be beneficial for a new as well as an experienced microfinance player for the efficient and cost effective delivery of its services to the masses without any major hindrance.

New Digital Media Marketing and Micro Business: A UK Perspective

Abstract: This paper considers innovative marketing within the context of a micro firm, exploring how such firm’s marketing practices can take advantage of digital media. Factors that influence a micro firm’s innovative activities are examined and the development and implementation of digital media in the firm’s marketing practice is explored. Despite the significance of marketing and innovation to SMEs, a lack of literature and theory on innovation in marketing theory exists. Research suggests that small firms’ marketing practitioners and entrepreneurs have identified their marketing focus on the 4Is. This paper builds on knowledge in innovation and marketing and examines the process in a micro firm. A qualitative approach is applied using action research and case study approach. The relevant literature is reviewed as the starting point to diagnose problems and issues anticipated by business practitioners. A longitudinal study is used to illustrate the process of actions taken with evaluations and reflections presented. The exploration illustrates that in practice much of the marketing activities within micro firms are driven by incremental innovation. This research emphasises that integrating Information Communication Technologies (ICTs) successfully in marketing requires marketers to take an active managerial role far beyond their traditional areas of competence and authority.