Journal of Research in Interactive Marketing: Volume 14 Issue 4

Analyzing the effects of visual aesthetic of Web pages on users’ responses in online retailing using the VisAWI method

Masoud Ramezani Nia, Sajjad Shokouhyar

The success of e-commerce websites depends on their effective communication and influence on their users. At first glance, the users are impressed by the website design and, if…

When profile photos matter: the roles of reviewer profile photos in the online review generation and consumption processes

Jong Min Kim, Miyea Kim, Sookyoung Key

Many online review sites, such as TripAdivisor.com, encourage review posters to upload a profile photo to improve the perceived reliability of online reviews. This study aims to…

When does an online brand community backfire? An empirical study

Junyun Liao, Dianwen Wang

Although online brand communities (OBCs) are extensively demonstrated to be an important social media tool in building brand equity, they may have backfire effects under certain…

Behavioral consequences of customer inspiration: the role of social media inspirational content and cultural orientation

Ernest Emeka Izogo, Mercy Mpinganjira

Although previous research emphasized the importance of inspiration in influencing consumer behavior, there is no categorical response to how social-media inspirational content…