Marketing Intelligence & Planning: Volume 39 Issue 5


Table of contents

How gamified branded applications drive marketing effectiveness?

Timmy H. Tseng, Sara H. Hsieh, Crystal T. Lee

Companies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to identify the…


Webrooming and showrooming: a multi-stage consumer decision process

Srabanti Mukherjee, Swagato Chatterjee

The purpose of this research is to propose and validate a theoretical framework explaining web-rooming and showrooming as a multi-stage decision-making process. The authors have…


Market-oriented business model for SMEs' disruptive innovations internationalization

Agneta Sundström, Akmal S. Hyder, Ehsanul Huda Chowdhury

The aim of this study is to develop and evaluate a market-oriented business model (MOBM) and analyze how it contributes to internationalization of SMEs' disruptive innovation.


Antecedents and consequents of user satisfaction on Instagram

Aloisio Henrique Mazzarolo, Emerson Wagner Mainardes, Felipe Almeida Innocencio

The purpose of this research is to identify the antecedents and consequences of satisfaction when using Instagram. We also aim to verify if the intention to follow an account and…


Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis

Mukta Srivastava, Sreeram Sivaramakrishnan

Customer engagement (CE) as a domain of research started gaining impetus when it became apparent that it can be a key driver of a firm's performance, competitive advantage and…


Differential effects of interpersonal relationships across functions on product and service innovation

Feng Wang, Rong Cao, Siting Wu, Man Chen

The aim of the study was to investigate the differential effects of interpersonal relationships across functions on product and service innovation, and to examine the moderating…

The effects of pricing strategy on upgrade intentions

Hsin-Hsien Liu, Hsuan-Yi Chou

Taking a mental accounting theory perspective, this study explores how pricing strategy (all-inclusive vs partitioned) influences consumers' perceived residual value of a product…

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  • Dr Babu John-Mariadoss