Showing papers in "Journal of Promotion Management in 2021"
TL;DR: In this article, a new digital marketing tool that has emerged today is that of social media influencer marketing, i.e., those individuals who shape consumers' perceptions regarding a brand o...
Abstract: A new digital marketing tool that has emerged today is that of social media influencer marketing. Social media influencers are those individuals who shape consumers’ perceptions regarding a brand o...
59 citations
Abstract: In the digital transformation era, mobile technology development has brought not only the benefits but the costs for the customer in the transaction via mobile devices. This study aimed to analyze ...
37 citations
TL;DR: In their quest for retaining or enhancing their overall brand equity, firms engage with their customers as mentioned in this paper and investigate if brand engagement blossoms in brand love and the combined effect of brand engagement and brand love.
Abstract: In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect o...
37 citations
TL;DR: In this paper, the robustness of the relationship between social media marketing activities (SMMA) and brand loyalty (BL) was examined based on six contextual factors, and the relationship was shown to be robust.
Abstract: This research investigates the robustness of the relationship between social media marketing activities (SMMA) and brand loyalty (BL). This relationship is examined based on six contextual factors ...
31 citations
TL;DR: In this article, the authors examine the theoretical and empirical evidencences of brand loyalty in order to maintain a competitive advantage, the strategy of creating and maintaining brand loyalty plays a vital role.
Abstract: To maintain a competitive advantage, the strategy of the creation and maintenance of brand loyalty plays a vital role. The main aim of this study is to examine the theoretical and empirical evidenc...
30 citations
TL;DR: In this article, the authors track the evolution of the concept of nostalgia as a concept in marketing and more generally, and highlight the development of a theoretical frame for this concept in advertising.
Abstract: This research article tracks the evolution of the concept of nostalgia as a concept in marketing and more generally. The present study specifically highlights the development of a theoretical frame...
30 citations
TL;DR: In view of the burgeoning innovation in marketing practices on social media, the need to understand how consumers react to these practices is also on the rise as mentioned in this paper, drawing on the persuasion knowledge m...
Abstract: In view of the burgeoning innovation in marketing practices on social media, the need to understand how consumers react to these practices is also on the rise. Drawing on the persuasion knowledge m...
25 citations
TL;DR: In this paper, a survey study examined native advertising on social networking sites (SNSs) and found that native advertising has started to gain popularity on SNSs, as a result of constant efforts to improve consumers' online advertising experiences.
Abstract: As a result of constant efforts to improve consumers’ online advertising experiences, native advertising has started to gain popularity on social networking sites (SNSs). This survey study examined...
20 citations
TL;DR: In this article, the authors spotlights the relationship between likes and comments and the content of tourism photographs on Instagram with the aim of understanding users' behavior and, thus, helping destination information.
Abstract: This article spotlights the relationship between likes and comments and the content of tourism photographs on Instagram with the aim of understanding users’ behavior and, thus, helping destination ...
17 citations
TL;DR: In an emerging market like India, non-cricket sports leagues are rapidly rising in a web 2.0 environment as discussed by the authors, and sports marketers are using social media platforms to popularize these sports leagues.
Abstract: Non-cricket sports leagues are rapidly rising in an emerging market like India. With the advent of web 2.0, sports marketers are using social media platforms to popularize these sports leagues. How...
16 citations
TL;DR: This article examined how the roles of perceived brand-social cause fit (i.e., functional fit and image fit) and consumer skepticism in influencing consumers' perception of brand opportunism and its...
Abstract: This study examined how the roles of perceived brand-social cause fit (i.e., functional fit and image fit) and consumer skepticism in influencing consumers’ perception of brand opportunism and its ...
TL;DR: In this paper, the authors discuss the factors which encourage individual users to use voice-based assistants (VBA) to manage their day-to-day activities and entertainment purposes.
Abstract: Voice-based assistants (VBA’s) are extensively utilized by all the diverse age groups to manage their day to day activities and entertainment purposes. Still, the factors which encourage individual...
TL;DR: In this paper, an emergence of masstige brands in Indian economy and also globally is discussed and expressed as new luxury brands are expressed as a new luxury different f f f...
Abstract: Luxury is exclusive, expensive and provides social recognition. There is an emergence of masstige brands in Indian economy and also globally. Masstige brands are expressed as new luxury different f...
TL;DR: The emergence of web analytics software has changed the way marketing is researched, monitored, planned, and managed as mentioned in this paper, which suggests a new dimension of marketing interactions between firms, and it suggests a different way of marketing interaction between firms.
Abstract: The emergence of web analytics software has changed the way marketing is researched, monitored, planned, and managed, which suggests a new dimension of marketing interactions between firms. This pa...
TL;DR: In this article, the authors examined virtual-try-on technology (VTO), return policy, and pay-on-delivery (POD) mode of payment as predictors of trust in an online context.
Abstract: This study examines virtual-try-on technology (VTO), return policy, and pay-on-delivery (POD) mode of payment as predictors of trust in an online context. The study further investigates trust as an...
TL;DR: This article explored how 200 leading national advertisers use Youtube.com as their communication tool and used content analysis to explore current YouTube marketing communicati cation and found that content analysis was utilized for exploring current YouTube advertising communications.
Abstract: This study is designed to explore how 200 leading national advertisers use Youtube.com as their communication tool. Content analysis was utilized for exploring current YouTube marketing communicati...
TL;DR: A lack of research regarding factors that influence the tourists' decision to visit the desired destination stems from an image created in their minds because of the marketing strategies of their destination as discussed by the authors.
Abstract: The tourists' decision to visit the desired destination stems from an image created in their minds because of the marketing strategies of their destination. A lack of research regarding factors inf...
TL;DR: Corporate social responsibility (CSR) has become an international phenomenon, and while enterprises are engaging in related activities for the benefit of stakeholders, one might question whether CS....
Abstract: Corporate social responsibility (CSR) has become an international phenomenon, and while enterprises are engaging in related activities for the benefit of stakeholders, one might question whether CS...
TL;DR: In this article, the authors explore whether virtual reality can be more effective that traditional 2D in influencing empathy, sympathy, movie coolness and word-of-mouth, and find that it can influence movie popularity.
Abstract: The current study aims to explore whether virtual reality can be more effective that traditional 2 D in influencing empathy, sympathy, movie coolness and word-of-mouth. A factorial design 2 (movie ...
TL;DR: In this article, video advertisements have become a popular form of communication for advertisers seeking to reach promotion objectives, and the literature on video ads on social media has mainly focused on the co...
Abstract: Video advertisements have become a popular form of communication for advertisers seeking to reach promotion objectives. Yet, the literature on video ads on social media has mainly focused on the co...
TL;DR: In this article, a study was done to compare the effect of film or sport celebrity or mascot usage in advertising on educated, well -informed consumers through the application of Meaning Transfer theory and the elab...
Abstract: A study is done to compare the effect of film or sport celebrity or mascot usage in advertising on educated, well -informed consumers through the application of Meaning Transfer theory and the elab...
TL;DR: In the theme park industry, returning visits are often considered a measure of success as discussed by the authors, and many theme parks have incorporated virtual reality (VR) technology to encourage visitors to return.
Abstract: In the theme park industry, returning visits are often considered a measure of success. Numerous parks have incorporated virtual reality (VR) technology to encourage visitors to return. This paper ...
TL;DR: This article examined how a sadness-happiness sequential structure affects how individuals process a charity advertisement and found that cognitive elaboration is measured by capturing eye-movement, while negative-pos...
Abstract: This study examines how a sadness-happiness sequential structure affects how individuals process a charity advertisement. Cognitive elaboration is measured by capturing eye-movement. A negative-pos...
TL;DR: The authors examined the effects of consumers' culture and celebrity's gender role on source credibility and attitude toward brand using culture difference theory (individualism and Confucianism) and found that celebrities' gender role had a negative effect on source's credibility.
Abstract: This research examines the effects of consumers’ culture and celebrity’s gender role on source credibility and attitude toward brand. Using culture difference theory (individualism and Confucianism...
TL;DR: The authors examined how the 117 Twitter profiles maintained by U.S. headquartered agencies appearing in the 2017 Global Top 250 PR Agencies list from the Holmes Report are using this platform to co-...
Abstract: This study examined how the 117 Twitter profiles maintained by U.S. headquartered agencies appearing in the 2017 Global Top 250 PR Agencies list from the Holmes Report are using this platform to co...
TL;DR: The authors posits relevance as key to ensuring that a brand is noticed and adopted by consumers, and identifies relevance as the most important factor in building an engaging relationship with consumers. But relevance is not always easy to achieve.
Abstract: Brands are facing a major challenge in building an engaging relationship with consumers. This research posits relevance as key to ensuring that a brand is noticed and adopted by consumers. It ident...
TL;DR: The literature on digital coupons is at an embryonic stage and requires theory building as mentioned in this paper, however, the extant literature on the digital coupon is at the same stage as ours and requires theoretical analysis.
Abstract: The growth in internet adoption has made digital coupons a popular promotional tool. However, the extant literature on digital coupons is at an embryonic stage and requires theory building. This st...
TL;DR: This paper found that consumers use brand-related user-generated content (UGC), such as online consumer reviews, for their pre-purchase information seeking, and that consumer information seeking has been studied extensively.
Abstract: Consumers use brand-related user-generated content (UGC), such as online consumer reviews, for their pre-purchase information seeking. However, previous research on consumer information seeking has...