JournalTOCs

International Journal of Internet Marketing and Advertising
Journal Prestige (SJR): 0.223

Citation Impact (citeScore): 1
Number of Followers: 20

Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1477-5212 - ISSN (Online) 1741-8100
Published by Inderscience Publishers

[451 journals]

Exploring brand humanisation on SNSs: brand personality and its influence
on brand partner quality, brand attitude and consumer behavioural
engagement
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 Authors: Eun Sook Kwon, Jooyoung Kim
 Pages: 203 - 229
 Abstract: This study explored whether consumers interacting with brands on SNSs attribute human-like personalities to brands and further examined the relationships between personality dimensions and brand performance measures. Responses from 922 research participants (530 brand followers and 392 brand non-followers on SNSs) were analysed. Brand followers and brand non-followers attributed some of the same personality dimensions (sophistication, sincerity and competence) while there were differences between the two groups: excitement only among brand non-followers and agreeableness and unpleasantness only among brand followers. The personality dimension sincerity had a strong, positive influence on brand performance measures. Implications are discussed.
 Keywords: brand personality; big five; brand partner quality; brand attitude; behavioural engagement; social networking sites; SNSs
 Citation: International Journal of Internet Marketing and Advertising, Vol. 16, No. 3 (2022) pp. 203 - 229
 PubDate: 2022-04-14T23:20:50-05:00
 DOI: 10.1504/IJIMA.2022.122239
 Issue No: Vol. 16, No. 3 (2022)
Factors affecting the impact of text message advertising
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  Authors: Christos Livas, Apostolos Skotis
  Pages: 230 - 256
  Abstract: The ubiquity of mobile devices has given rise to numerous interactive marketing tactics, many of which involve the delivery of written text. Due to the paucity of studies assessing the effectiveness of mobile marketing communications, the present research aims at identifying factors affecting a text message's (or short message service - SMS) advertising impact. An investigation of 139 campaigns launched by eight leading multinational brands operating in the Greek cosmetics industry demonstrated that the introduction of targeted and shorter campaigns during seasonal sales, as well as the conveyance of emotional and rarity appeals, enhance purchase rate and sales impact. The results indicate that text message advertising should be geared towards particular marketing objectives. Its impact is enhanced by identification of contextual opportunities and adaptation of message content to consumers' buying situations. Overall, with use of data from marketing practice, the present study contributes to improved campaign planning and execution.
  Keywords: mobile phones; mobile advertising; short message service; SMS; text message advertising; mobile promotions; campaign characteristics; message appeals; message adaptation; impact; effectiveness; multiple correspondence analysis; MCA
  Citation: International Journal of Internet Marketing and Advertising, Vol. 16, No. 3 (2022) pp. 230 - 256
  PubDate: 2022-04-14T23:20:50-05:00
  DOI: 10.1504/IJIMA.2022.122240
  Issue No: Vol. 16, No. 3 (2022)
Advertising in app: a neuroscientific approach
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  Authors: Federico Cassioli, Michela Balconi
  Pages: 257 - 270
  Abstract: The present study investigated, through eye-tracking, the impact of animation and interactivity in the ad, on visual behaviour. Users were asked to use an app, programmed by the research team, where four types of ad stimuli, obtained by crossing the two features, were exhibited. Results from moderation analysis indicated animation and interactivity as predictors of the number of ad fixations, a sign of higher attentional engagement. Furthermore, a negative effect of interactivity on animation was found, highlighting a tendency to avoid too complex ad stimuli, in accordance with the concept of cognitive workload and the absence of an additive effect.
  Keywords: eye-tracking; in-app advertising; ad efficacy; animation; interactivity
  Citation: International Journal of Internet Marketing and Advertising, Vol. 16, No. 3 (2022) pp. 257 - 270
  PubDate: 2022-04-14T23:20:50-05:00
  DOI: 10.1504/IJIMA.2022.122243
  Issue No: Vol. 16, No. 3 (2022)
The impact of social media marketing activities on student desires:
analysing the mediating role of brand identity, perceived value, and
satisfaction
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  Authors: Mohammad Zia Mohseni, Saeed Jafari Titkanloo
  Pages: 271 - 296
  Abstract: With the increasing competitive circumstance in higher education, universities need to identify tools to increase student satisfaction and retention. The purpose of this study was to investigate the impact of social media marketing activities (SMMA) on students' willingness to participate and pursue higher education through the mediating role of brand identity (BI), perceived value (PV), and satisfaction (SAT). The population of the study includes the top four universities in Kabul that use social media to do their marketing activities. For data collection, 373 questionnaires were distributed among the students of these universities. The research model was tested using structural equation modelling technique. The findings show that SMMA's have a positive impact on BI, PV, and SAT. The results of data analysis also show that SMMA's through BI and PV indirectly affect SAT. Also, BI and PV through consent indirectly influence the continuance intention and the participation intention.
  Keywords: social media marketing activities; SMMA; brand identity; perceived value; satisfaction; higher education
  Citation: International Journal of Internet Marketing and Advertising, Vol. 16, No. 3 (2022) pp. 271 - 296
  PubDate: 2022-04-14T23:20:50-05:00
  DOI: 10.1504/IJIMA.2022.122245
  Issue No: Vol. 16, No. 3 (2022)
Worried about digital footprint? Attitudes toward online behavioural
advertising with the AdChoices icon
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  Authors: Soontae An, Hannah Kang
  Pages: 297 - 316
  Abstract: This study examined the efficacy of using the AdChoices icon, a symbol that indicates the use of online behavioural advertising (OBA) on websites. Despite the increased use of OBA for internet advertising, little is known as to its impact on user attitudes toward websites and advertisements that voluntarily display the icon. This study compared the effects of the icon in individuals with less favourable attitudes toward OBA in general to those in people holding more favourable attitudes toward OBA in general, in relation to their privacy concerns. For those with less favourable attitudes toward OBA, their attitudes toward the website displaying the icon increased significantly when the individual's perceived privacy concern was high. Those with more favourable attitudes toward OBA did not show much change regardless of individual privacy concerns. However, such an interaction effect was not observed for the advertisements themselves on websites displaying the icon.
  Keywords: online behavioural advertising; OBA; self-regulation; AdChoices icon; privacy concerns
  Citation: International Journal of Internet Marketing and Advertising, Vol. 16, No. 3 (2022) pp. 297 - 316
  PubDate: 2022-04-14T23:20:50-05:00
  DOI: 10.1504/IJIMA.2022.122246
  Issue No: Vol. 16, No. 3 (2022)