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International Journal of Internet Marketing and Advertising最新文献

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Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector 神经营销策略及其与工业安全领域品牌广告的关系
International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI: 10.1504/ijima.2023.132780
Raul Enrique Culqui Salazar, Katerina Alvarez Altamirano, Franklin Cordova Buiza
{"title":"Neuromarketing strategies and their relationship with brand advertising in the industrial safety sector","authors":"Raul Enrique Culqui Salazar, Katerina Alvarez Altamirano, Franklin Cordova Buiza","doi":"10.1504/ijima.2023.132780","DOIUrl":"https://doi.org/10.1504/ijima.2023.132780","url":null,"abstract":"When people seek information about a product, they find that the media is saturated with a large volume of advertising, causing it to be unattractive to the customer; but there is a discipline that studies buyer behaviour in a personalised form and stands out for relating product features with personal emotions. This is called neuromarketing. Thus, the objective of the study is to identify the relationship between neuromarketing strategies and brand advertising in the industrial safety sector. The study has a quantitative approach, non-experimental and correlational design. A 22-item online questionnaire was applied to those responsible for the purchasing area of the companies that acquire industrial safety products from the company under study. The results highlight the importance of kinesthetic stimuli by frequently requesting samples before purchase, as well as the effectiveness of direct advertising and the sensitivity of buyers in relating products to emotional stimuli. It is concluded that neuromarketing is direct and significantly related to brand advertising in the company under study.","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136029741","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Online purchase decision after viewing ads: factors related to sociodemographic and internet use on different digital channels 观看广告后的在线购买决策:与不同数字渠道的社会人口统计学和互联网使用相关的因素
International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI: 10.1504/ijima.2023.132778
Alcides Barrichello, Rogerio Scabim Morano, Emerson Gomes d, os Santos
{"title":"Online purchase decision after viewing ads: factors related to sociodemographic and internet use on different digital channels","authors":"Alcides Barrichello, Rogerio Scabim Morano, Emerson Gomes d, os Santos","doi":"10.1504/ijima.2023.132778","DOIUrl":"https://doi.org/10.1504/ijima.2023.132778","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136029746","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The mobile phone industry in the Kurdistan region of Iraq: from quality to loyalty 伊拉克库尔德斯坦地区的手机产业:从质量到忠诚
International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI: 10.1504/ijima.2023.10059310
Najih Samin Ahmed, Ahmet Demir
{"title":"The mobile phone industry in the Kurdistan region of Iraq: from quality to loyalty","authors":"Najih Samin Ahmed, Ahmet Demir","doi":"10.1504/ijima.2023.10059310","DOIUrl":"https://doi.org/10.1504/ijima.2023.10059310","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135650393","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
A Bibliometric Analysis of Historical Background and Future Avenues for the Spillover Effect of Electronic Word of Mouth on Purchase Intention 电子口碑对购买意愿溢出效应的历史背景与未来途径之文献计量学分析
International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI: 10.1504/ijima.2023.10059833
Kapil Malhotra, Kavita Verma
{"title":"A Bibliometric Analysis of Historical Background and Future Avenues for the Spillover Effect of Electronic Word of Mouth on Purchase Intention","authors":"Kapil Malhotra, Kavita Verma","doi":"10.1504/ijima.2023.10059833","DOIUrl":"https://doi.org/10.1504/ijima.2023.10059833","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136372139","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Social media marketing and restaurant purchase intention: do online brand community identification and gender matter 社交媒体营销与餐厅购买意愿:在线品牌社区认同与性别有关系吗
International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI: 10.1504/ijima.2023.129668
Blend Ibrahim
{"title":"Social media marketing and restaurant purchase intention: do online brand community identification and gender matter","authors":"Blend Ibrahim","doi":"10.1504/ijima.2023.129668","DOIUrl":"https://doi.org/10.1504/ijima.2023.129668","url":null,"abstract":"Social media marketing (SMM) creates diverse content via social network sites to promote different products, services, information and ideas. This study is built on the stimulus-organism-response framework and uses gratifications theory. It aims to investigate online brand community identification (OBCI) and purchase intention as major consequences of SMM activities (SMMAs). A structural equation modelling approach and a PROCESS macro were applied to analyse 338 online questionnaires completed by Facebook users who follow restaurant Facebook pages. The findings revealed that SMMAs have a significant positive influence on OBCI and purchase intention. Furthermore, OBCI acts as a mediator between SMMAs and purchase intention. These results indicate that gender role positively moderates the direct and indirect effect of SMMAs on purchase intention. Finally, the moderated mediation analysis findings suggest that female customers receive a high level of OBCI when interacting with SMMAs, which, in turn, increases purchase intention relative to males.","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135585732","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Who are the right customers for mobile and paper coupons 谁是手机和纸质优惠券的合适客户
IF 1.1
International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI: 10.1504/ijima.2023.10051383
M. Galib
{"title":"Who are the right customers for mobile and paper coupons","authors":"M. Galib","doi":"10.1504/ijima.2023.10051383","DOIUrl":"https://doi.org/10.1504/ijima.2023.10051383","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108254","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Examining the relationship among sensory brand experience, brand love, brand advocacy and brand commitment using a comparative study of three brands of Social Networking Sites (SNSs) 感官品牌体验、品牌喜爱、品牌倡导与品牌承诺的关系研究——基于三个品牌社交网站的比较研究
IF 1.1
International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI: 10.1504/ijima.2023.10051725
Abhay Jain, Suzanee Malhotra
{"title":"Examining the relationship among sensory brand experience, brand love, brand advocacy and brand commitment using a comparative study of three brands of Social Networking Sites (SNSs)","authors":"Abhay Jain, Suzanee Malhotra","doi":"10.1504/ijima.2023.10051725","DOIUrl":"https://doi.org/10.1504/ijima.2023.10051725","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108264","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Social Media Marketing and Consumer Behavior in the New Normal: The Relationship Between Content and Interaction 新常态下的社交媒体营销与消费者行为:内容与互动的关系
IF 1.1
International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI: 10.1504/ijima.2023.10051578
E. Mogaji, Ismail Erkan, Ebru Çil
{"title":"Social Media Marketing and Consumer Behavior in the New Normal: The Relationship Between Content and Interaction","authors":"E. Mogaji, Ismail Erkan, Ebru Çil","doi":"10.1504/ijima.2023.10051578","DOIUrl":"https://doi.org/10.1504/ijima.2023.10051578","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108334","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Research on Anthropomorphism in the 21st Century : A Bibliometric Study 21世纪的拟人化研究:文献计量学研究
IF 1.1
International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI: 10.1504/ijima.2023.10054435
Megha Agarwal, Utkal Khandelwal
{"title":"Research on Anthropomorphism in the 21st Century : A Bibliometric Study","authors":"Megha Agarwal, Utkal Khandelwal","doi":"10.1504/ijima.2023.10054435","DOIUrl":"https://doi.org/10.1504/ijima.2023.10054435","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108672","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands 奢侈品感知在社交媒体营销与奢侈品珠宝品牌购买意愿关系中的中介作用
IF 1.1
International Journal of Internet Marketing and Advertising Pub Date : 2023-01-01 DOI: 10.1504/ijima.2023.10053066
Sara El Deeb, Mirna El Shayeb
{"title":"The mediating effect of luxury perception on the relationship between social media marketing and purchase intention of luxury jewellery brands","authors":"Sara El Deeb, Mirna El Shayeb","doi":"10.1504/ijima.2023.10053066","DOIUrl":"https://doi.org/10.1504/ijima.2023.10053066","url":null,"abstract":"","PeriodicalId":52472,"journal":{"name":"International Journal of Internet Marketing and Advertising","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"67108702","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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