Table of contents
Effects of site design on consumer emotions: role of product involvement
Young Ha, Sharron J. LennonThe purpose of this paper is to investigate the effects of low task relevant cues presented on apparel web sites on consumer emotions (pleasure and arousal) that in turn influence…
Enhancing mobile coupon redemption in fast food campaigns
Sy Banerjee, Scott YanceyThe purpose of this paper is to illustrate how managers can strategize different aspects of mobile coupon promotions to enhance their redemption rates.
Creativity chains and playing in the crossfire on the video‐sharing site YouTube
Christèle Boulaire, Guillaume Hervet, Raoul GrafThe purpose of this paper is to analyse how individual creativity of internet users is expressed in the production of online music videos and how the creative dynamic among…
Gender differences in using mobile data services: utilitarian and hedonic value approaches
Kiseol Yang, Hyun‐Joo LeeThe purpose of this paper is to examine how consumers differ by gender in terms of the values sought from mobile data services.
Attitudinal perspectives for predicting churn
Steffen Zorn, Wade Jarvis, Steve BellmanAs acquiring new customers is costly, putting effort into satisfying and keeping customers over the long term can improve profitability. Firms usually do not know how each…
ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang