Subjects -> BUSINESS AND ECONOMICS (Total: 3570 journals)
    - ACCOUNTING (132 journals)
    - BANKING AND FINANCE (306 journals)
    - BUSINESS AND ECONOMICS (1248 journals)
    - CONSUMER EDUCATION AND PROTECTION (20 journals)
    - COOPERATIVES (4 journals)
    - ECONOMIC SCIENCES: GENERAL (212 journals)
    - ECONOMIC SYSTEMS, THEORIES AND HISTORY (235 journals)
    - FASHION AND CONSUMER TRENDS (20 journals)
    - HUMAN RESOURCES (103 journals)
    - INSURANCE (26 journals)
    - INTERNATIONAL COMMERCE (145 journals)
    - INTERNATIONAL DEVELOPMENT AND AID (103 journals)
    - INVESTMENTS (22 journals)
    - LABOR AND INDUSTRIAL RELATIONS (61 journals)
    - MACROECONOMICS (17 journals)
    - MANAGEMENT (595 journals)
    - MARKETING AND PURCHASING (116 journals)
    - MICROECONOMICS (23 journals)
    - PRODUCTION OF GOODS AND SERVICES (143 journals)
    - PUBLIC FINANCE, TAXATION (37 journals)
    - TRADE AND INDUSTRIAL DIRECTORIES (2 journals)

MARKETING AND PURCHASING (116 journals)                     

Showing 1 - 105 of 105 Journals sorted alphabetically
Advances in International Marketing     Full-text available via subscription   (Followers: 6)
AMS Review     Partially Free   (Followers: 3)
Applied Marketing Analytics     Full-text available via subscription   (Followers: 4)
Arts and the Market     Hybrid Journal   (Followers: 5)
Asia Pacific Public Relations Journal     Open Access   (Followers: 1)
Atlantic Marketing Journal     Open Access   (Followers: 3)
Australasian Marketing Journal (AMJ)     Hybrid Journal   (Followers: 4)
CBR - Consumer Behavior Review     Open Access  
Cogent Business & Management     Open Access   (Followers: 2)
Consumer Psychology Review     Hybrid Journal   (Followers: 3)
Customer Needs and Solutions     Hybrid Journal   (Followers: 4)
European Journal of Management Issues     Open Access   (Followers: 1)
Expert Journal of Marketing     Open Access   (Followers: 4)
IMP Journal     Hybrid Journal  
Innovative Marketing     Open Access   (Followers: 4)
International Journal of Applied Behavioral Economics     Full-text available via subscription   (Followers: 18)
International Journal of Customer Relationship Marketing and Management     Full-text available via subscription   (Followers: 11)
International Journal of Event and Festival Management     Hybrid Journal   (Followers: 6)
International Journal of Export Marketing     Hybrid Journal   (Followers: 1)
International Journal of Industrial Marketing     Open Access   (Followers: 7)
International Journal of Internet Marketing and Advertising     Hybrid Journal   (Followers: 20)
International Journal of Islamic Marketing and Branding     Hybrid Journal   (Followers: 5)
International Journal of Leisure and Tourism Marketing     Hybrid Journal   (Followers: 15)
International Journal of Marketing Studies     Open Access   (Followers: 12)
International Journal of Online Marketing     Full-text available via subscription   (Followers: 5)
International Journal of Sport Communication     Hybrid Journal   (Followers: 6)
International Journal of Sports Marketing and Sponsorship     Hybrid Journal  
International Review of Communication and Marketing Mix : IROCAMM     Open Access   (Followers: 1)
International Review of Management and Marketing     Open Access   (Followers: 12)
Italian Journal of Marketing     Hybrid Journal  
Journal of Advertising Education     Hybrid Journal  
Journal of Brand Management     Hybrid Journal   (Followers: 12)
Journal of Brand Strategy     Full-text available via subscription   (Followers: 4)
Journal of Business Logistics     Hybrid Journal   (Followers: 8)
Journal of Business-to-Business Marketing     Hybrid Journal   (Followers: 13)
Journal of Contemporary Marketing Science     Hybrid Journal   (Followers: 1)
Journal of Credit Risk     Full-text available via subscription   (Followers: 1)
Journal of Cultural Marketing Strategy     Full-text available via subscription   (Followers: 1)
Journal of Destination Marketing & Management     Hybrid Journal  
Journal of Digital & Social Media Marketing     Full-text available via subscription   (Followers: 16)
Journal of Economics and Management Sciences     Open Access  
Journal of Education Advancement & Marketing     Full-text available via subscription   (Followers: 1)
Journal of Euromarketing     Hybrid Journal   (Followers: 3)
Journal of Fashion Marketing and Management     Hybrid Journal   (Followers: 9)
Journal of Global Fashion Marketing     Hybrid Journal   (Followers: 2)
Journal of Global Responsibility     Hybrid Journal   (Followers: 3)
Journal of Global Scholars of Marketing Science : Bridging Asia and the World     Hybrid Journal   (Followers: 1)
Journal of Historical Research in Marketing     Hybrid Journal   (Followers: 4)
Journal of Hospitality Marketing & Management     Hybrid Journal   (Followers: 8)
Journal of International Marketing Modeling     Open Access   (Followers: 1)
Journal of Islamic Marketing     Hybrid Journal   (Followers: 4)
Journal of Marketing Analytics     Hybrid Journal   (Followers: 5)
Journal of Marketing and Consumer Research     Open Access   (Followers: 6)
Journal of Marketing and HR     Open Access   (Followers: 2)
Journal of Marketing Behavior     Full-text available via subscription   (Followers: 9)
Journal of Marketing Channels     Hybrid Journal   (Followers: 5)
Journal of Marketing for Higher Education     Hybrid Journal   (Followers: 10)
Journal of Marketing Management     Hybrid Journal   (Followers: 21)
Journal of Medical Marketing     Hybrid Journal   (Followers: 12)
Journal of Personal Selling and Sales Management     Hybrid Journal   (Followers: 9)
Journal of Place Management and Development     Hybrid Journal   (Followers: 1)
Journal of Research in Interactive Marketing     Hybrid Journal   (Followers: 6)
Journal of Research in Marketing and Entrepreneurship     Hybrid Journal   (Followers: 10)
Journal of Revenue and Pricing Management     Hybrid Journal   (Followers: 4)
Journal of Social Marketing     Hybrid Journal   (Followers: 7)
Journal of the Association for Consumer Research     Full-text available via subscription   (Followers: 7)
Journal of Theoretical and Applied Electronic Commerce Research     Open Access  
Jurnal Ekonomi Manajemen     Open Access  
Jurnal Manajemen dan Pemasaran Jasa     Open Access  
Jurnal Manajemen Dayasaing     Open Access  
Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management     Open Access  
Luxury : History, Culture, Consumption     Full-text available via subscription   (Followers: 2)
Luxury Research Journal     Hybrid Journal   (Followers: 2)
Management & Marketing     Open Access   (Followers: 2)
Management of Organizations: Systematic Research     Open Access  
Management Sciences. Nauki o Zarz?dzaniu     Open Access  
Marco : Márketing y Comunicación Política     Full-text available via subscription  
Marketing & Tourism Review     Open Access   (Followers: 1)
Marketing Education Review     Full-text available via subscription   (Followers: 6)
Marketing Theory     Hybrid Journal   (Followers: 15)
Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan     Open Access  
Mercati & Competitività     Full-text available via subscription  
NIM Marketing Intelligence Review     Free   (Followers: 1)
Nonprofit Communications Report     Hybrid Journal   (Followers: 3)
Organicom     Open Access  
Pacific Rim Property Research Journal     Hybrid Journal  
Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias     Open Access  
Poliantea     Open Access  
Propel Journal of Applied Management     Open Access   (Followers: 3)
Public Opinion Quarterly     Hybrid Journal   (Followers: 22)
Public Relations Inquiry     Hybrid Journal   (Followers: 5)
Publicitas : Comunicación y Cultura     Open Access  
Questiones Publicitarias     Open Access  
Recherche et Applications en Marketing     Hybrid Journal   (Followers: 1)
Recherche et Applications en Marketing (English Edition)     Hybrid Journal   (Followers: 1)
Research in Electronic Commerce Frontiers     Open Access   (Followers: 1)
Research World     Hybrid Journal  
Review of Market Integration     Hybrid Journal   (Followers: 2)
Review of Marketing Research     Hybrid Journal   (Followers: 13)
Revista Eletrônica Academicus     Open Access  
Social Marketing Quarterly     Hybrid Journal   (Followers: 6)
South Asian Journal of Marketing     Open Access   (Followers: 2)
Spanish Journal of Marketing - ESIC     Open Access  
Studia Universitatis Babes-Bolyai Oeconomica     Open Access   (Followers: 2)
Universal Journal of Industrial and Business Management     Open Access  

           

Similar Journals
Journal Cover
International Journal of Online Marketing
Number of Followers: 5  
 
  Full-text available via subscription Subscription journal
ISSN (Print) 2156-1753 - ISSN (Online) 2156-1745
Published by IGI Global Homepage  [147 journals]
  • Effect of Social media Personalization on brand strength

    • Free pre-print version: Loading...

      Abstract: Personalization is now used at every corner and position of social media sites. Using Personalization in marketing communication is an effective communication strategy for many businesses to improve customer satisfaction, increase sales in a reduced advertising budget. This research is an attempt to measure the impact of personalized advertisement on customers' social media account. This empirical research develops and tests a conceptual model using the structural modeling technique of the data collected from Facebook users, who have seen any personalized advertisement of the preferred brand on their Facebook account. Results suggest that personalized advertisement of the brand in customers' social media accounts is positively related to brand experience. Brand experience is also positively related to brand equity and mediates the relationship between perceived personalization and customer-based brand equity. Both brand experience and brand equity collectively enhance the brand strength of the brand advertised on Facebook.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 0-0
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299401
      Issue No: Vol. 12, No. 1 (2022)
       
  • Relationship Between Factors of Online Marketing and Student’s
           Enrollment Decision in Higher Education

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      Abstract: The aim of this paper is to identify the relationship between factors of online marketing and enrolment decision in higher education. With increasing number of higher education institutions, it has become important for these institutions to attract students for enrollment and this paper will help them to do so. With extensive literature review the gap was identified and impact of online marketing on each step of college selection process is tested data was collected from various colleges from Nepal. The sample size of the data was 800 and data was collected through structured questionnaire. SPSS and AMOS software were used to analyze the data. Factor analysis has been done and Structural Equation Modeling has been used in the study to show the relationship between the variables. Findings of the study showed that there is a significant relationship between factors of online marketing and enrollment decision in higher education.These findings will be helpful for higher education institutions for increasing the enrollment number.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 0-0
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299395
      Issue No: Vol. 12, No. 1 (2022)
       
  • A Systematic Analysis of Content Structural Efficiency for Estimating
           Higher Educational Institutions’ Engagement over Facebook

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      Abstract: The purpose of this research article is to examine the Facebook content themes and structural efficiency of higher education institutions in order to understand how these factors influence engagement. The sample consisted of 4703 Facebook posts from the top ten most popular Indian and global higher education institution pages. The platform engagement options were used to categorize audience reactions, while structural attributes were examined in accordance with applicable theory using a negative binomial regression model. Factor analysis and descriptive metrics were used to evaluate theme efficacy. The findings highlight the significance of developing a comprehensive assessment of content structural efficiency. The paper presents a number of evidence-based recommendations for projecting and estimating content performance. This study adds to the body of knowledge by first merging the content subject with its structural parts. Previously, the content theme was thought to be a qualitative unit.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 0-0
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299396
      Issue No: Vol. 12, No. 1 (2022)
       
  • Exploring the Impact of E-marketing on Consumers’ Online Cognitive and
           Affective Tendencies in Developing Nations

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      Abstract: Consumers have become smarter therefore smart techniques are required to grab their paramount interest toward a particular product or service. Since advanced information communications technologies (ICTs) have radically changed the business operations whereas marketing paradigm is also dramatically transformed the promotional tactics by utilizing innovative ICTs. Corporate and researchers still believe that more work is required to unveil the role of evolving ICTs in boosting the marketing communications to attract the consumers in today’s era. Our study investigates the nexus between e-marketing (eM) model and consumers’ impulsive buying tendencies (IBTs) using two core streams, i.e., cognitive and affective tendencies drawing on theory of planned behavior (TPB). The key findings illustrated that eM has positive influence on consumers’ IBTs (i.e., cognitive and affective). In addition, comprehensive linkages affirmed the positive connection of each dimension of eM, i.e., mobile marketing, email marketing, and internet marketing on consumer’s IBTs.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 0-0
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299397
      Issue No: Vol. 12, No. 1 (2022)
       
  • Does Personality Influence the Frequency of Online Purchase Behavior'

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      Abstract: Scholars have acknowledged the influence of personality traits on individuals’ behavior. However, the effect of personality on (repetitive) online purchase behavior remains under-explored. This is a considerable deficit in knowledge because a marketing paradigm has shifted its interest to examine strategies for attracting new buyers as well as retaining existing customers. To further the understanding of this issue, this paper attempts to examine the relationship between the Big Five personality traits — openness, conscientiousness, extraversion, agreeableness, and neuroticism — and the frequency of online purchases among 386 university students in Malaysia. Through a Structural Equation Modelling analysis, we found that extraversion, agreeableness, and neuroticism were positively related with the frequency of online purchases. In contrast, openness and conscientiousness showed no significant effect. Overall, this research suggests that marketers should target buyers with certain personality traits because they are likely to use online platforms more often for purchasing items.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 0-0
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299398
      Issue No: Vol. 12, No. 1 (2022)
       
  • Determinants of Influencer Credibility And Platform Credibility to
           Understand Effectiveness of Indian Fashion Influencers

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      Abstract: The concept of influencer marketing refers to the use of selected influencers to create and promote branded content to the influencer’s followers and the brand’s selected target market. Fashion Influencers on social media are the main transmitters of information to their network and play a successful new fashion diffuser. However, some influencers are proven to be more successful in doing so. Therefore, this paper aims to understand the factors pertaining to source credibility & platform credibility in determining influencer’s effectiveness on social media. A huge number of variables have been identified during the literature review for this study. The research design of the present study has been ‘quantitative’ and attempts to bring empirical findings. A structured questionnaire has been used to collect data from 367 respondents through a purposive sampling method and analyzed using SEM. This research study presents the findings and elaborative results in the context of India. Implications and recommendations of research are further discussed in the context of emerging markets.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 0-0
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299399
      Issue No: Vol. 12, No. 1 (2022)
       
  • Investigating Marketing Communication Mix on Brand Performance Indicators

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      Authors: Frimpong; Francis Kofi Sobre, Hope, Eric, Anane-Donkor, Linda
      Pages: 1 - 21
      Abstract: In today’s world of business, an increased number of brands are competing in order to gain market share. As a result, companies’ promotion has become more significant in order to reach out to target customers. Effective financial service (FS) delivery is driven by the strategic application of each element of the marketing communication mix (MCM) in the organization. The population of this study was employees in Ghanaian organizations where the MCM tools are known to be frequently used and their customers. Confirmatory Factor Analysis (CFA) Fit Statistics for the Measurement and Structural Models were used. The first four models were the measurement models of MCM, brand quality, brand loyalty, and brand performance respectively. The fifth model is the structural model through which all relationships and hypotheses were tested simultaneously. The study finds that, the first four models did not produce a good fit because they failed to meet the following criteria: p-value > 0.05; RMSEA < .08; TLI > .90; GFI > .80; and AGFI > .90.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-21
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299400
      Issue No: Vol. 12, No. 1 (2022)
       
  • Social Media Influencer Endorsement

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      Authors: Rayasam; LakshmiSatya, Khattri, Varsha
      Pages: 1 - 14
      Abstract: This research aims to examine the effect of social media influencer endorsements on brand attitude. Further, this research investigates the mediation effect of attitude towards endorsement on brand attitude. Based on previous studies of endorsements, factors, which affect the brand attitude, were chosen. The factors are trust and expertise from the source credibility model, follower ratio, brand congruency with the influencer personality, and sponsorship disclosure. Primary data was collected using a structured survey of 220 respondents. The analysis was performed using Preacher and Hayes Mediation model 4 and multiple linear regression. From the results of the path and mediation analysis, it is concluded that there is a mediation effect on brand attitude by expertise, brand congruency, and follower ratio. The research helps digital marketers to choose collaborations with social media influencers more effectively to create a positive brand attitude.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-14
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299403
      Issue No: Vol. 12, No. 1 (2022)
       
  • The Effect of Self-Service Technologies on Customer Experiences in Banking

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      Authors: Marfo; John Serbe, Owusu-Bio, Matilda Kokui, Asamoah, Pasty
      Pages: 1 - 18
      Abstract: The surge in self-service technologies (SSTs) adoption in the banking industries across the globe has changed customers' banking experiences. Customers have developed a passion for SSTs which has affects their intentions to save with a bank. The positive effects of employing SSTs in the banking industries are evident in literature however, little is known on how SSTs affect customer experiences in the banking industries of developing countries like Ghana. The study involved a sample of 384 banking customers in Ghana. The study confirms the positive effects of SSTs adoption on customer experiences. The study establishes that customers' adoption of SSTs is influenced by their perception of SSTs usefulness and ease of use which increases their satisfaction level. The study finds out that when SSTs are deployed individually, they have no effect on customer experiences in the banking sector. However, when the individual SSTs are combined in usage, they collectively produce a positive effect on customer banking experience.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-18
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299404
      Issue No: Vol. 12, No. 1 (2022)
       
  • Impact of Social Media Marketing Activities on Purchase Intentions via
           Customer Equity Drivers

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      Authors: Aggarwal; Radhika, Mittal, Sanjiv
      Pages: 1 - 19
      Abstract: In the light of growing interest and usage of social networking sites, smartphones, and internet availability, this study aims to analyze the impact of social media marketing activities on the purchase intentions of the customer via customer equity drivers- relationship equity, value equity and, brand equity in the context of the smartphone industry. An online survey was conducted with a total of 343 respondents who were active users of social media. The collected data were analyzed using structural equation modeling. The findings of the study revealed that interactivity was the most important dimension of social media marketing activities (SMMAs) and personalization and e-WOM being the second one. SMMAs were found to have a significant impact on customer equity drivers and value equity and brand equity were positively related to the purchase intentions of the customers. The findings of the study will help managers to develop SMMA strategies and boosting future sales by influencing the purchase intentions of the customers through perceived SMMA.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-19
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299402
      Issue No: Vol. 12, No. 1 (2022)
       
  • Can Perceived Ease of Use Improve M-Commerce Adoption'

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      Authors: Sharma; Kirti, Madan, Pankaj
      Pages: 1 - 14
      Abstract: In India, e-commerce sector is rising at an enormous pace, but even larger share is in the hands of offline retailers till now. A unique type of consumer behaviour has been seen because of the simple accessibility of the internet, where the customer searches for products and its information on the internet and then buys them offline. With this the researcher is here analysing the mediating effect of perceived ease of use on adoption of M-commerce services with the usage of advance mobile network generations. Data were collected from 616 respondents by making stratas of respondents in such a way that different telecom users who are doing online transactions were taken. Data were analysed by using Structural Equation Modeling technique and it was examined that the mediator (perceived ease of use) has a great impact on M-commerce adoption.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-14
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299394
      Issue No: Vol. 12, No. 1 (2022)
       
  • The Impact of Credibility Attributes on Consumer Intention to Adopt
           Information on Social Networking Sites

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      Authors: Elsantil; Yasmeen, Eid, Riyad, Bedair, Khaled
      Pages: 1 - 22
      Abstract: This study examines the effect of consumers’ perceived credibility of information on SNS on their attitude and intention to adopt this information in the Arab world. The study adopted a quantitative research approach using a survey questionnaire conducted among 317 individuals. Structural equation modelling was conducted. The results highlighted that there are positive direct effects of authority cues, expertise, trustworthiness, social identity and argument strength on perceived credibility. Although both authority cues and transparency have non-significant direct effects on perceived credibility, they have positive direct effects on attitude and indirect effects on intention via attitude. Finally, the positive impact of credibility on intention is mediated by attitude. This study contributes to the literature on the credibility of information on SNS and its effect on consumers’ intention to adopt it.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-22
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.299393
      Issue No: Vol. 12, No. 1 (2022)
       
  • Flow Experience and Consumer Willingness to Pay in Online Mass
           Customization Processes

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      Authors: Canarslan; Nur Özer, Bariş, Gülfidan
      Pages: 1 - 21
      Abstract: This research aims to identify the effects of perceived product value and flow experience during product design on willingness to pay (WTP) and purchase probability in online mass customization. The participants were asked to design shoes to their taste in a custom shoe website. After the design experience, the participants were asked to complete the questionnaire. The analyses suggest that flow experience has a direct effect on consumers’ WTP and an indirect effect on purchase probability through the mediating role of perceived value of mass customized products. Furthermore, perceived value of a mass customized product has a significant effect on purchase probability and no effect on WTP found in the analyses.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-21
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.288423
      Issue No: Vol. 12, No. 1 (2022)
       
  • Understanding the Intention to Use Virtual Currency in a Gamified
           E-Commerce Context

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      Authors: George, Anoop, Joy, Manu Melwin, Muhammed Sajid; , Muhammed Nowfal S,
      Pages: 1 - 14
      Abstract: Gamification is all about using game features in a serious context to encourage people to use products or services. E-commerce has used gamification for marketing determinations to strengthen intent to use. Technology Acceptance Model is employed in the current study to investigate the intention to use gamified virtual currency in the Indian context. A survey was used to accumulate records from a random sample of relevant virtual currency users in an e-commerce context using a quantitative approach. Structural equation modeling (SEM) is expended for data analysis in this research. This empirical research shows the incremental impact of the users' perceptions of the ease of use and usefulness on intention to use virtual currency. The variable attitude seems to be not mediating significantly. There are also discussions, restrictions, and future research directions mentioned in this study
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-14
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.288425
      Issue No: Vol. 12, No. 1 (2022)
       
  • Skepticism Toward Online Advertising

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      Authors: Jamil; Raja Ahmed, Qayyum, Abdul, Lodhi, Mohammad Saeed
      Pages: 1 - 21
      Abstract: Despite the enormous spending on digital advertising, consumers are skeptical toward online advertising (STA). We integrated advertising value and stimulus-organism- response (SOR) frameworks to develop a model of STA's causes and consequences. Product knowledge and perceived ethics of online seller (ETH) were proposed as moderators. For study 1, moderated-moderated mediation technique was applied on the time-lagged data of 411 consumers. For study 2, a between-subject experiment (n = 179) compared the effects of skepticism across video and picture ads. The results indicate that ETH and product knowledge moderated the relationships between stimulus-organism and organism-response states, respectively. Moreover, consumers showed favorable attitudes toward video ads. This study made novel contributions to research on STA by filling multiple voids (a) integration of advertising value and SOR (b) infotainment and puffery as predictors (c) product knowledge and perceived ethics of online seller as moderators (d), and comparison across advertisement type (video vs. picture).
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-21
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.288426
      Issue No: Vol. 12, No. 1 (2022)
       
  • Determinants of Online Purchase Intention of Apparel Products in Lebanon

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      Authors: Mostafa; Rania B., Hannouf, Hassan Naim
      Pages: 1 - 18
      Abstract: This study investigates factors (perceived usefulness, perceived ease of use, privacy concerns, trust, innovativeness, and perceived benefits) affecting Lebanese consumers’ attitude toward online purchasing and their intention to purchase online. Data collected from 416 online shoppers were analyzed using regression analysis. All the factors affect attitude towards online purchasing except trust and privacy concerns which were not supported. In addition, results show that attitude toward online purchasing affect online purchase intention. This study is the first to empirically examine factors influencing online purchase intention towards apparel products in Lebanon. The study provides insight from an overlooked emerging country, Lebanon.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-18
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.288422
      Issue No: Vol. 12, No. 1 (2022)
       
  • Online Retail Store Community Engagement and Its Impact on Purchase
           Intentions in the Context of Online Reviews

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      Authors: Peters; Cara, Bodkin, Charles D.
      Pages: 1 - 15
      Abstract: Consumers want to engage with the retail store community in the shopping context. This study examines how consumers’ perceptions of source credibility and perceived usefulness of online reviews impact an intention to engage with the online retail store community and purchase intentions. The study also identifies differences when reviews are posted by customers versus store employees. Results show that the proposed relationships within the structural model are significant and reviews posted by store employees are seen as more credible, whereas reviews posted by other customers are perceived to be more useful. Theoretical and managerial implications are discussed.
      Keywords: Marketing; Business & Management; Marketing
      Citation: International Journal of Online Marketing (IJOM), Volume: 12, Issue: 1 (2022) Pages: 1-15
      PubDate: 2022-01-01T05:00:00Z
      DOI: 10.4018/IJOM.288424
      Issue No: Vol. 12, No. 1 (2022)
       
 
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