Journal of Research in Interactive Marketing: Volume 4 Issue 3

Online advertising effectiveness: a cross‐cultural comparison

Malte Brettel, Andrea Spilker‐Attig

The internet has gained enormous importance as an advertising medium. At the same time, the question of marketing accountability has become one of the top areas of research for…

E‐formity: consumer conformity behaviour in virtual communities

JungKun Park, Richard Feinberg

The paper aims to explore the structure of both normative and informational consumer conformity in an online virtual community. The purpose of this paper is to develop and test a…

Sources of brand equity for online companies

Rosa E. Rios, Hernan E. Riquelme

The purposes of this paper are to test sources of brand equity for online companies and to examine the role of selective internet marketing activities on the brand equity sources.

Effects of personal nostalgic response intensity on cognitions, attitudes, and intentions

Christopher Marchegiani, Ian Phau

The paper aims to examine the effect of varying intensities of personal nostalgia on cognition, attitudes, and purchase intention.

E‐service quality perceptions: a cross‐cultural comparison of American and Korean consumers

Jung‐Hwan Kim, Chungho Kim

The purpose of this paper is to compare the e‐service quality perceptions of US and South Korean consumers in relation to overall e‐service quality, e‐satisfaction, and e‐loyalty…