Template-Type: ReDIF-Article 1.0 Author-Name: Miralem Helmefalk Author-X-Name-First: Miralem Author-X-Name-Last: Helmefalk Author-Name: Leif Marcusson Author-X-Name-First: Leif Author-X-Name-Last: Marcusson Title: Gamification in a servicescape context: a conceptual framework Abstract: While gamification has gained in popularity across different research domains, there is still scarce knowledge on gamification in a servicescape context. The little research that exists in this field does not point in any clear direction. However, further investigation of gamification can provide researchers and practitioners with opportunities to further understand, embed and implement gamification into their marketing activities. To solve these issues, this research reviews contemporary servicescape and gamification literature and conceptualises a framework showing how gamification and its mechanics are linked to the concept of servicescapes and its marketing outcomes. This review highlights gamified mechanics in servicescapes as visible, non-visible and platform dependent. These are shown to influence cognitive and affective responses such as engagement, motion, flow and emotions, which subsequently have impact on long and short-term marketing outcomes. Theoretical and managerial implications are also discussed. Journal: Int. J. of Internet Marketing and Advertising Pages: 22-46 Issue: 1 Volume: 13 Year: 2019 Keywords: atmospheres; engagement; gamification; marketing; motivation; retailing; servicescape; stimuli; organism and response; S-O-R; value; customer behaviour. File-URL: http://www.inderscience.com/link.php?id=97894 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:1:p:22-46 Template-Type: ReDIF-Article 1.0 Author-Name: Rainer Olbrich Author-X-Name-First: Rainer Author-X-Name-Last: Olbrich Author-Name: Carsten D. Schultz Author-X-Name-First: Carsten D. Author-X-Name-Last: Schultz Author-Name: Patrick M. Bormann Author-X-Name-First: Patrick M. Author-X-Name-Last: Bormann Title: The effect of social media and advertising activities on affiliate marketing Abstract: The study uses data from a service company to analyse if social media and advertising activities affect affiliate marketing results. The dataset spans a six month period, registering 611,081 ad impressions, 15,082 clicks, and 2,672 social media messages. The results from affiliates using social media are analysed and then compared to the results of affiliates not using social media. The study adds to the affiliate marketing literature by analysing the used ad media, commission amount, length of partnership, and business focus as campaign variables. Further, it adds to the multichannel literature: microblogging social media activities of affiliates positively affect the number of ad impressions and to a lesser extent the number of affiliate leads. As social media activities of affiliates affect the results of the affiliate marketing campaign, merchants may include social media data to get a more detailed picture of affiliate activities and performances. Journal: Int. J. of Internet Marketing and Advertising Pages: 47-72 Issue: 1 Volume: 13 Year: 2019 Keywords: advertising; ad impressions; affiliate marketing; business focus; clicks; commission amount; leads; length of partnership; microblogging; multichannel advertising; social media; social media messages; social media reach. File-URL: http://www.inderscience.com/link.php?id=97896 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:1:p:47-72 Template-Type: ReDIF-Article 1.0 Author-Name: Guillermo Armelini Author-X-Name-First: Guillermo Author-X-Name-Last: Armelini Author-Name: Jorge González Author-X-Name-First: Jorge Author-X-Name-Last: González Author-Name: Julian Villanueva Author-X-Name-First: Julian Author-X-Name-Last: Villanueva Title: The complementary role of advertising and electronic word-of-mouth for blockbusters and low-budget motion pictures Abstract: Rooted on integrated marketing communication theory, the main purpose of this paper is to study the complementary role between advertising and electronic word-of-mouth (e-WOM) in motions pictures with high and low investments (i.e., production costs). This distinction is critical for studios because of the risk they face when market the movies. The research question is tested using a novel methodology in experience goods modelling, that endogenise the effect of e-WOM, advertising, revenues per screens and screens - the main constructs of our study - we apply the methodology to a random sample of 202 movies. The advertising impact on revenues and e-WOM is more critical for high than for low-production budget movies. However, a higher positive effect of advertising on screen allocation is found for movies with lower budgets. We believe our results have two important implications for managers: from the demand side, advertising affects moviegoers' attention after a certain threshold and it has a ripple effect on e-WOM. Therefore, marketing campaigns-based exclusively on e-WOM are unlikely to succeed. From the supply side, we found that theatre owners consider advertising investments as a signal of quality for movies with a limited production budget. Journal: Int. J. of Internet Marketing and Advertising Pages: 1-21 Issue: 1 Volume: 13 Year: 2019 Keywords: advertising; electronic word-of-mouth; e-WOM; social contagion; movies; publicity; threshold effect. File-URL: http://www.inderscience.com/link.php?id=97897 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:1:p:1-21 Template-Type: ReDIF-Article 1.0 Author-Name: Naa Amponsah Dodoo Author-X-Name-First: Naa Amponsah Author-X-Name-Last: Dodoo Author-Name: Linwan Wu Author-X-Name-First: Linwan Author-X-Name-Last: Wu Title: Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency Abstract: Online impulse buying is a critical factor that can result in desired outcomes for online retailers and advertisers. Personalisation is progressively being used in marketing practices on social media. However, largely unexplored is the potential relationship between personalisation and online impulse buying tendency on social media. This study provides insights about the significance of personalisation on social media as an antecedent of customer's online impulse tendency, an especially important topic for online retailers. Specifically, this study develops and tests a conceptual model using different factors to determine the predictive power of perceived personalisation of social media ads on online impulse buying tendency. A noteworthy finding from the survey was the positive influence of perceived personalisation of social media ads on perceived relevance, which subsequently predicted customer's online impulse buying tendency. Results also indicate the impact of perceived personalisation on perceptions of value, relevance and novelty of social media ads. Theoretical and practical implications are discussed. Journal: Int. J. of Internet Marketing and Advertising Pages: 73-95 Issue: 1 Volume: 13 Year: 2019 Keywords: personalisation; perceived personalisation; social media; social media advertising; perceived relevance; perceived advertising value; perceived novelty; online impulse buying tendency. File-URL: http://www.inderscience.com/link.php?id=97905 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:1:p:73-95 Template-Type: ReDIF-Article 1.0 Author-Name: Leonidas Hatzithomas Author-X-Name-First: Leonidas Author-X-Name-Last: Hatzithomas Author-Name: Nikolaos Misirlis Author-X-Name-First: Nikolaos Author-X-Name-Last: Misirlis Author-Name: Christina Boutsouki Author-X-Name-First: Christina Author-X-Name-Last: Boutsouki Author-Name: Maro Vlachopoulou Author-X-Name-First: Maro Author-X-Name-Last: Vlachopoulou Title: Understanding the role of personality traits on Facebook intensity Abstract: The present study aims to examine the influence of the five personality traits (extraversion, neuroticism, agreeableness, openness and conscientiousness) on both Facebook usage and users' preferences for specific Facebook features. Hierarchical regression analysis was used for hypothesis testing. Survey data from 367 university students in Greece indicate that, agreeable individuals use Facebook to express their orientation to other people rather than to themselves. Extroverts use Facebook as a relationship building mechanism, whereas neurotics strive to bring out the best of themselves. Openness and conscientiousness do not seem to affect significantly Facebook use. Journal: Int. J. of Internet Marketing and Advertising Pages: 99-119 Issue: 2 Volume: 13 Year: 2019 Keywords: personality traits; extraversion; neuroticism; agreeableness; Facebook intensity. File-URL: http://www.inderscience.com/link.php?id=99494 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:2:p:99-119 Template-Type: ReDIF-Article 1.0 Author-Name: Ioannis Nanos Author-X-Name-First: Ioannis Author-X-Name-Last: Nanos Author-Name: Eugenia Papaioannou Author-X-Name-First: Eugenia Author-X-Name-Last: Papaioannou Author-Name: Efthymia Androutsou Author-X-Name-First: Efthymia Author-X-Name-Last: Androutsou Author-Name: Vicky Manthou Author-X-Name-First: Vicky Author-X-Name-Last: Manthou Title: The role of cloud computing and citizens relationship management in digital government transformation Abstract: Cloud computing is expected to be a fundamental part of e-government strategy in the upcoming years, contributing to the digital government transformation at national, regional and local-municipal level. Citizens relationship management (CiRM) represents a combination of methods and ICT applications used by governments to manage their relationship with citizens. Provided through appropriate cloud computing deployment and services models, CiRM can support governments to adopt a new paradigm shift by viewing and managing citizens as customers, in order to respond quickly and accurately to citizen requests or inquiries and to provide access to e-government services, thus fostering more open, innovative, participatory and trustworthy communities. The paper analyses the role of cloud computing and citizens relationship management and proposes a theoretical model for the exploration of digital government transformation. Furthermore, it explores the advantages, barriers and challenges that are associated with cloud computing and CiRM in the public sector and suggests appropriate cloud computing models for CiRM deployment. Journal: Int. J. of Internet Marketing and Advertising Pages: 120-136 Issue: 2 Volume: 13 Year: 2019 Keywords: cloud computing; citizens relationship management; CiRM; e-government; digital transformation. File-URL: http://www.inderscience.com/link.php?id=99495 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:2:p:120-136 Template-Type: ReDIF-Article 1.0 Author-Name: Ioannis Antoniadis Author-X-Name-First: Ioannis Author-X-Name-Last: Antoniadis Author-Name: Costas Assimakopoulos Author-X-Name-First: Costas Author-X-Name-Last: Assimakopoulos Author-Name: Ioannis Koukoulis Author-X-Name-First: Ioannis Author-X-Name-Last: Koukoulis Title: Attitudes of college students towards online advertisement in social networking sites: a structural equation modelling approach Abstract: Social media and social networking sites (SNSs) are now considered to be an integral part of the marketing mix of firms and organisations across the world. Advertisement in SNSs takes a growing part of the advertising budget, replacing traditional media, due to its characteristics in terms of ROI and interactivity. However, the attitudes of consumers towards advertisement affect the efficiency of advertisements in SNSs as well. In this paper, we are examining the attitudes of 512 college students in the region of Western Macedonia towards advertisement in the SNSs. In accordance with relevant literature, five main categories of attitudes towards SNSs advertisement are identified, namely information, entertainment, credibility, irritation, value corruption through confirmatory factor analysis, and the effect they have on the attitudes towards advertisement and advertisement value is assessed with the use of a structural equation model. Our results validate the positive effect that entertainment, information and credibility have in advertisement value. Journal: Int. J. of Internet Marketing and Advertising Pages: 137-154 Issue: 2 Volume: 13 Year: 2019 Keywords: social networking sites; SNSs; attitudes; online advertisement value; Greece. File-URL: http://www.inderscience.com/link.php?id=99496 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:2:p:137-154 Template-Type: ReDIF-Article 1.0 Author-Name: Nikolaos Katsonis Author-X-Name-First: Nikolaos Author-X-Name-Last: Katsonis Author-Name: Michael Sfakianakis Author-X-Name-First: Michael Author-X-Name-Last: Sfakianakis Author-Name: Barbara Myloni Author-X-Name-First: Barbara Author-X-Name-Last: Myloni Title: E-marketing and BPA coordination on business strategy Abstract: Business processes automation is part of the general strategy of a company. However, its application can lead to extra resources that can be used for other strategic purposes such as marketing activities. This organisational function can simplify and make the control of marketing actions easier as well as automated processes can also give significant advantages to an organisation by making the application of marketing choices and marketing strategy more effective and efficient. Higher and middle management employees, due to their position in an organisation, have different perspectives regarding the use and the usefulness of business processes automation. However, the participation, the knowledge and the commitment of both parties is a necessary factor for its success. On the other hand, e-marketing has greatly shaped consumer behaviour and it is a way of gaining competitive advantage against the competitors. The current study aims to detect any possible gaps and issues on the perceptions of higher and middle management employees and suggest possible and necessary actions that can ensure the effectiveness of business processes automation and e-marketing strategies on firm's performance. Journal: Int. J. of Internet Marketing and Advertising Pages: 155-169 Issue: 2 Volume: 13 Year: 2019 Keywords: business process automation; BPA; e-marketing; marketing; strategic planning; business management. File-URL: http://www.inderscience.com/link.php?id=99499 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:2:p:155-169 Template-Type: ReDIF-Article 1.0 Author-Name: Julia Maintz Author-X-Name-First: Julia Author-X-Name-Last: Maintz Author-Name: Fabienne Zaumseil Author-X-Name-First: Fabienne Author-X-Name-Last: Zaumseil Title: Tracking content marketing performance using web analytics: tools, metrics, and data privacy implications Abstract: This paper first compiles content marketing metrics based on an analysis of content marketing goals. Subsequently, current web analytics tools are reviewed for their potential to support the introduced content marketing goals and associated metrics. This results in an overview of content marketing metrics and additional informative dimensions which can be tracked by web analytics tools. The tracking of the described metrics and additional informative dimensions is discussed with respect to data privacy. For this discussion, the European General Data Protection Regulation enacted in May 2018 serves as reference framework. The findings of this study are based on interviews with eight experts working as chief digital officers and digital managers of multinational enterprises as well as managing directors and content strategists of leading media agencies. Moreover, tools and features of current web analytics tools have been studied and compared, in order to realise this study. Journal: Int. J. of Internet Marketing and Advertising Pages: 170-182 Issue: 2 Volume: 13 Year: 2019 Keywords: big data; content marketing; data privacy; European General Data Protection Regulation; marketing analytics; marketing metrics; personal data; pseudonymisation; semantic search; semantic web; social graph; social media; social search; web analytics; web analytics tools. File-URL: http://www.inderscience.com/link.php?id=99500 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:2:p:170-182 Template-Type: ReDIF-Article 1.0 Author-Name: Morteza Moharrami Author-X-Name-First: Morteza Author-X-Name-Last: Moharrami Author-Name: Faramarz Tahmasebi Author-X-Name-First: Faramarz Author-X-Name-Last: Tahmasebi Title: The effect of online video advertising design on online shopping goals: an experiment based on gender (case study: DigiKala Company) Abstract: The present study is aimed at studying the effect of online video advertising design on online shopping goals (an experiment based on gender) in DigiKala Company. The method applied in this study is descriptive survey method. Statistical population in this study consists of all customers of DigiKala Company. Sample size was determined to 384 people using Cochran formula and sampling method in this study is simple random sampling. The data used in this study was collected using library and field methods and the instrument used in this study is questionnaire. Reliability of questionnaire was obtained to 0.894 using Cronbach's alpha and validity of the questionnaire was confirmed using content and construct validity. The data analysis was done using Lisrel software and using statistical tests and descriptive and inferential statistics. The results obtained from this study showed that visual designation of web advertisements can have positive and significant effect on attitude to advertisements, attitude to brand and customer intention for online shopping. Moreover, the effect of attitude towards web ads on customer intention for online shopping is positive. Moreover, attitude towards brand can have positive effect on customer intention for online shopping. Journal: Int. J. of Internet Marketing and Advertising Pages: 183-196 Issue: 2 Volume: 13 Year: 2019 Keywords: online video advertising design; attitude to advertisements; attitude to brand; customer intention for online shopping; DigiKala. File-URL: http://www.inderscience.com/link.php?id=99516 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:2:p:183-196 Template-Type: ReDIF-Article 1.0 Author-Name: Mohammad Abuljadail Author-X-Name-First: Mohammad Author-X-Name-Last: Abuljadail Author-Name: Louisa Ha Author-X-Name-First: Louisa Author-X-Name-Last: Ha Title: Engagement and brand loyalty through social capital in social media Abstract: This paper examines the process of brand-customer engagement based on the establishment of social capital through social media - Facebook. An online survey of 576 Facebook users in Saudi Arabia was conducted to examine customer engagement in Facebook. Although individuals indicated that they are more likely to engage in brands' Facebook pages if the posts offer more hedonic benefits (e.g., socialising and entertainment) than utilitarian benefits (e.g., coupons and discounts), they are more likely to become loyal to the brand if they receive utilitarian benefits from the brand's Facebook page. Many marketers depend on engagement metrics found in the common social media such as likes, shares and comments. But using only those engagement measures will be misleading because the effectiveness of utilitarian content might not be visible as hedonic content for marketers because it tends to generate less likes. Utilitarian content is the one that directly drives brand loyalty. Journal: Int. J. of Internet Marketing and Advertising Pages: 197-217 Issue: 3 Volume: 13 Year: 2019 Keywords: engagement; social media; Saudi Arabia; social capital; Facebook marketing; brand loyalty; local brands; global brands. File-URL: http://www.inderscience.com/link.php?id=102557 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:3:p:197-217 Template-Type: ReDIF-Article 1.0 Author-Name: Ismail Erkan Author-X-Name-First: Ismail Author-X-Name-Last: Erkan Author-Name: Abdulaziz Elwalda Author-X-Name-First: Abdulaziz Author-X-Name-Last: Elwalda Author-Name: Mushfiqur Rahman Author-X-Name-First: Mushfiqur Author-X-Name-Last: Rahman Author-Name: Seden Doğan Author-X-Name-First: Seden Author-X-Name-Last: Doğan Author-Name: Sinan Nardali Author-X-Name-First: Sinan Author-X-Name-Last: Nardali Title: Text me on WhatsApp, let us talk about brands! The power of mobile word of mouth on mobile purchase intention Abstract: The aim of this research is to examine the impacts of MWOM conversations in mobile messaging applications on mobile purchase intention. With this purpose, we developed a conceptual model based on the information acceptance model (IACM). Data collected from 385 participants were analysed using structural equation modelling (SEM). The results support the proposed model and provide both theoretical and practical implications for marketers. This study demonstrates that MWOM in messaging applications has a significant positive impact on mobile purchase intention, which in turn affects both social commerce intention and offline purchase intention. Journal: Int. J. of Internet Marketing and Advertising Pages: 218-234 Issue: 3 Volume: 13 Year: 2019 Keywords: mobile word of mouth; MWOM; mobile purchase intention; messaging applications; WhatsApp; information acceptance model; IACM. File-URL: http://www.inderscience.com/link.php?id=102558 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:3:p:218-234 Template-Type: ReDIF-Article 1.0 Author-Name: Maria Elena Aramendia-Muneta Author-X-Name-First: Maria Elena Author-X-Name-Last: Aramendia-Muneta Author-Name: Cristina Olarte-Pascual Author-X-Name-First: Cristina Author-X-Name-Last: Olarte-Pascual Title: Consumer attitudes towards mobile advertising: an updated vision Abstract: Mobile advertising plays a significant role in the digital world, where consumers respond and react according to the content of the message. The short messaging service (SMS) is one of the mobile phone communication tools marketers use. This research examines the well-known and widely cited paper by Tsang et al. (2004), and replicates their research. We obtained some contradictory results; specifically, we found that the only variable that substantially affected attitude was entertainment. Within the proposed model, attitudes, intentions and behaviour are interconnected, confirming the hypothesis. At the same time, permission-based mobile marketing is on the rise due to high consumer exposure to advertisements. Our findings about mobile advertising have important theoretical and practical managerial implications. Journal: Int. J. of Internet Marketing and Advertising Pages: 235-252 Issue: 3 Volume: 13 Year: 2019 Keywords: mobile phone; short messaging service; SMS; mobile advertising; consumer attitudes; permission-based; incentives; informativeness; credibility; irritation; entertainment. File-URL: http://www.inderscience.com/link.php?id=102564 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:3:p:235-252 Template-Type: ReDIF-Article 1.0 Author-Name: Sanjeev Kumar Author-X-Name-First: Sanjeev Author-X-Name-Last: Kumar Author-Name: Rakesh Belwal Author-X-Name-First: Rakesh Author-X-Name-Last: Belwal Author-Name: Kartikeya Raina Author-X-Name-First: Kartikeya Author-X-Name-Last: Raina Title: Decision-making styles of young Indian consumers in the context of online shopping Abstract: The paper examines applicability of Sproles and Kendall's consumer styles inventory (CSI) of young Indian shoppers in context to online shopping. The study was conducted in two phases. Based on sample of 229, decision making styles of consumers were discovered using exploratory factor analysis, and a further confirmatory factor analysis was carried out to validate the dimensions discovered with an additional sample of 207 students. Six of the original eight factors from CSI were found to be applicable in the Indian sample. Additionally, 'risk avert' and 'shopping avoiding' were identified as two new factors to contextualise the instrument to the Indian situation. Journal: Int. J. of Internet Marketing and Advertising Pages: 253-270 Issue: 3 Volume: 13 Year: 2019 Keywords: consumer decision-making styles; online shopping; young consumers; exploratory factor analysis; EFA; confirmatory factor analysis; CFA; India. File-URL: http://www.inderscience.com/link.php?id=102568 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:3:p:253-270 Template-Type: ReDIF-Article 1.0 Author-Name: Ladislav Beranek Author-X-Name-First: Ladislav Author-X-Name-Last: Beranek Title: The development of an in-house affiliate marketing network - a case study Abstract: The aim of this case study is to present the influence of some organisational and managerial activities on the structure of an in-house affiliate marketing network. The data has been obtained particularly based on interviews with the affiliate marketing manager during a period of over two years. The influence of incentives, monitoring, and enforcement carried out within the operation of in-house affiliate marketing on the evolution of a respective affiliate marketing network is demonstrated. This case study enriches the literature devoted to affiliate marketing by the identification and specification of how managerial activities affect relationships and structure in the affiliate marketing network. Journal: Int. J. of Internet Marketing and Advertising Pages: 271-283 Issue: 3 Volume: 13 Year: 2019 Keywords: e-commerce; affiliate marketing network; network structure; case study. File-URL: http://www.inderscience.com/link.php?id=102580 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:3:p:271-283 Template-Type: ReDIF-Article 1.0 Author-Name: M. Mutsikiwa Author-X-Name-First: M. Author-X-Name-Last: Mutsikiwa Author-Name: T. Maree Author-X-Name-First: T. Author-X-Name-Last: Maree Title: Exploring the brand personalities of Facebook, YouTube, and LinkedIn Abstract: For decades, marketers have applied brand personality to brands and organisations in order to facilitate relationships with consumers. This phenomenon has been studied across different product categories and industries however; it has not been reported for social media brands. Aaker's brand personality scale (BPS), rooted in the big five personality theory, has been the preferred measurement for most studies on brand personality. This research assessed the structure of the BPS across different samples on three social media platforms - Facebook, YouTube, and LinkedIn. The findings indicate that social media brand personalities do not follow the original structure of the BPS. Journal: Int. J. of Internet Marketing and Advertising Pages: 285-301 Issue: 4 Volume: 13 Year: 2019 Keywords: brand personality; consumers; marketing; online; personality theory; social media; social network sites; SNS; Facebook; YouTube; LinkedIn. File-URL: http://www.inderscience.com/link.php?id=103459 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:4:p:285-301 Template-Type: ReDIF-Article 1.0 Author-Name: Sara Bartoloni Author-X-Name-First: Sara Author-X-Name-Last: Bartoloni Author-Name: Chiara Ancillai Author-X-Name-First: Chiara Author-X-Name-Last: Ancillai Author-Name: Federica Pascucci Author-X-Name-First: Federica Author-X-Name-Last: Pascucci Author-Name: Gian Luca Gregori Author-X-Name-First: Gian Luca Author-X-Name-Last: Gregori Title: Are SMEs 'cutting corners' on social media marketing? An exploratory study in the Italian context Abstract: The recent rise of social media has presented small and medium size firms with renewed challenges and benefits. Despite the impact of social media on businesses' activities has been largely acknowledged, research on their adoption and use by SME is still limited. Therefore, the scope of this study is twofold: bridging a theoretical gap and answering a business problem. In particular, the study aims to analyse social media adoption, level of usage, strategies and barriers in the context of SMEs. Empirical data were collected in two phases: a cross-sectional survey (122 completed questionnaires) followed by a multiple case study analysis of seven SMEs. The findings show that, despite a high adoption rate of social media, its actual usage often seems to be improvised and lacking a clear strategy. SMEs seem to be deficient of an adequate organisational structure, skilled human resources and financial resources. A positive relationship between the presence of a marketing function and social media use also emerged. Journal: Int. J. of Internet Marketing and Advertising Pages: 302-320 Issue: 4 Volume: 13 Year: 2019 Keywords: social media use; SMEs; digital marketing; marketing function; multiple case study; survey. File-URL: http://www.inderscience.com/link.php?id=103460 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:4:p:302-320 Template-Type: ReDIF-Article 1.0 Author-Name: Xia Liu Author-X-Name-First: Xia Author-X-Name-Last: Liu Author-Name: Jeffrey Foreman Author-X-Name-First: Jeffrey Author-X-Name-Last: Foreman Title: Exploring the impact of brand selfie on brand attitude in the Twittersphere Abstract: This paper explores the impact of brand selfie on brand attitude in the Twittersphere. Specifically, the authors examine how brand attitude is influenced by four characteristics of brand selfies: physical attractiveness, emotion, product experience and social influence. The authors used a mixed-methods approach. First, a qualitative study was conducted to identify selfie characteristics that can potentially affect brand attitude. Second, in a quantitative study, multiple regression analysis was performed to examine the empirical impacts of the four selfie characteristics identified in study one. The findings provide insights into the way brand selfies are used in advertising and promotion on social media. Journal: Int. J. of Internet Marketing and Advertising Pages: 321-337 Issue: 4 Volume: 13 Year: 2019 Keywords: brand selfie; Twitter; brand attitude. File-URL: http://www.inderscience.com/link.php?id=103462 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:4:p:321-337 Template-Type: ReDIF-Article 1.0 Author-Name: Balamurugan Annamalai Author-X-Name-First: Balamurugan Author-X-Name-Last: Annamalai Author-Name: Sanjeev Varshney Author-X-Name-First: Sanjeev Author-X-Name-Last: Varshney Title: The time-varying effectiveness of customer engagement in social media Abstract: This paper investigates the time-varying effect of customer engagement behaviour on brand performance in a social media context. Over 350,000 comments were retrieved from car brand owned Facebook pages for over 66 months. Customer engagement in social media (Facebook) was measured using composite valence volume metric, with valence estimated through lexicon-based sentiment analysis. The brand performance was gauged through unit sales of the car brand. Change-point analysis identified time variation through shifts in brand life cycle stages. Time-series analysis assessed lead-lag effects of customer engagement on brand performance. The customer engagement in social media brand community leads brand performance during all brand life cycle stages, except the decline stage. The results are consistent with the theory of interpersonal influence, which postulates persuasive engagement is dominant until maturity stage. The work contributes to the fast-growing customer engagement literature by investigating the dynamic customer engagement - brand performance relationship in a Facebook brand community context. Journal: Int. J. of Internet Marketing and Advertising Pages: 338-358 Issue: 4 Volume: 13 Year: 2019 Keywords: customer engagement; brand performance; Facebook; sentiment analysis; time-series analysis. File-URL: http://www.inderscience.com/link.php?id=103463 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:4:p:338-358 Template-Type: ReDIF-Article 1.0 Author-Name: Mohammad Reza Karimi Alavijeh Author-X-Name-First: Mohammad Reza Karimi Author-X-Name-Last: Alavijeh Author-Name: Atefeh Foroozan Author-X-Name-First: Atefeh Author-X-Name-Last: Foroozan Author-Name: Amir Aslani Afrashteh Author-X-Name-First: Amir Aslani Author-X-Name-Last: Afrashteh Title: Identification and prioritisation of effective criteria in the selection of outdoor advertising using the AHP technique Abstract: The purpose of this research is to identify the criteria and factors effective in the effectiveness of outdoor advertising and the ranking of various outdoor advertising in Tehran. The statistical population is the experts of the advertising agencies of Tehran that in the first stage, after identifying 11 effective factors in the effectiveness of outdoor advertising in the literature review, seven important criteria were identified using SPSS software. In the second stage, according to these seven criteria, all types of outdoor advertising were completed by the experts through the paired comparison questionnaires (AHP) and ranked with Expert Choice software. The seven main criteria are: attracting attention with colour and size, times of exposure to the audience, being seen in the audience ideal position, the duration of viewing the advertising message by the audiences, the last reminder before purchase, the cost of advertising, the low level of oldness and tediousness of the message. Also, billboard was ranked as the most effective medium for outdoor advertising. Journal: Int. J. of Internet Marketing and Advertising Pages: 359-373 Issue: 4 Volume: 13 Year: 2019 Keywords: media; outdoor advertising; analytical hierarchy process. File-URL: http://www.inderscience.com/link.php?id=103464 File-Format: text/html File-Restriction: Access to full text is restricted to subscribers. Handle: RePEc:ids:ijimad:v:13:y:2019:i:4:p:359-373