Spanish Journal of Marketing - ESIC , Open Access

In-app advertising: a systematic literature review and implications for future research

Chetana Balakrishna Maddodi, Pallavi Upadhyaya

The purpose of this study is to review and synthesize the literature on in-app advertising, identify gaps and propose future research directions.

Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising

Muhammad Talha, Zonaib Tahir, Iqra Mehroush

The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer…

Emotional, cognitive and behavioural repercussions of hotel guests' experiences

Gustavo Quiroga Souki, Alessandro Silva de Oliveira, Marco Túlio Correa Barcelos, Maria Manuela Martins Guerreiro, Júlio da Costa Mendes, Luiz Rodrigo Cunha Moura

Hotels offer high-quality guest experiences to positively impact their emotions, satisfaction, perceived value, word-of-mouth (WOM) and electronic word-of-mouth (eWOM). This study…

Applying virtual reality and augmented reality to the tourism experience: a comparative literature review

María A. Bretos, Sergio Ibáñez-Sánchez, Carlos Orús

The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between…

Impact of process and outcome quality on intention for continued use of voice assistants

Álvaro Saavedra, Raquel Chocarro, Mónica Cortiñas, Natalia Rubio

This paper aims to understand how the perceived usefulness of voice assistants (VAs) is affected by the perceived quality of the process (interaction) and the outcome…

How social CRM and customer satisfaction affect customer loyalty

Djihane Malki, Mohammed Bellahcene, Hela Latreche, Mohammed Terbeche, Razane Chroqui

Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL).

Mapping research in marketing: trends, influential papers and agenda for future research

Ricardo Ramos, Paulo Rita, Celeste Vong

This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential…

Driving customer engagement and citizenship behaviour in omnichannel retailing: evidence from the fashion sector

Suha Fouad Salem, Alshaimaa Bahgat Alanadoly

This study, grounded in the SOR theory, aims to enrich the understanding of customer citizenship behaviour in omnichannel fashion retail by examining how different customer…

Analysing user well-being in ridehailing services

Aijaz A. Shaikh, Francisco Liebana-Cabanillas, Majed Alharthi, Hawazen Alamoudi, Heikki Karjaluoto

Although the sharing economy improves comfort and convenience, it is yet unclear how it affects subjective well-being. This study aims to offer a conceptual model for…

How did sustainable Spanish and Italian brands communicate COVID-19 on social media?

Carmen Zarco, Alberto Robles, Javier Valls-Prieto, Oscar Cordon

This study aims to determine how the most sustainable brands in Italy and Spain developed communication and awareness-raising actions during the COVID-19 pandemic and whether…

Parasocial relationships and social media interactions: building brand credibility and loyalty

Jean Paolo Gomez Lacap, Mary Rose Maharlika Cruz, Antonino Jose Bayson, Richard Molano, John Gilbert Garcia

This paper aims to explore how parasocial relationships with Korean celebrity endorsers on social media result in brand credibility and loyalty.

Identifying and categorizing influencers on Instagram with eye tracker

Michaela Jánská, Marta Žambochová, Zuzana Vacurová

This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

Does banner advertising still capture attention? An eye-tracking study

Aline Simonetti, Enrique Bigne

The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not…

Marketing education for sustainable development

Chiara Hübscher, Susanne Hensel-Börner, Jörg Henseler

Given the pressing global challenges underpinning the United Nations’ Sustainable Development Goals, marketing managers can no longer focus only on purely economic outcomes but…

Mindfulness and banking customers’ quality of life

Burhanudin Burhanudin

Quality of life is a concern of banking customers, but it has received little attention in studies conducted within the banking context. This study aims to investigate the…

How do consumers evaluate products in virtual reality? A literature review for a research agenda

Generoso Branca, Vittoria Marino, Riccardo Resciniti

This paper aims to review the existing literature about consumers’ evaluation of products in virtual reality (VR), provide an accurate overview of this field, systematise the…

Big data in tourism marketing: past research and future opportunities

Sofía Blanco-Moreno, Ana M. González-Fernández, Pablo Antonio Muñoz-Gallego

The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas…

Luxury fashion consumption: a review, synthesis and research agenda

Aihoor Aleem, Sandra Maria Correia Loureiro, Ricardo Godinho Bilro

This paper aims to review the topic of “luxury fashion consumption”, a field of recent interest for academics and practitioners. However, a literature review that can map the…

Cross-cultural electronic word-of-mouth: a systematic literature review

Poompak Kusawat, Surat Teerakapibal

Global adoption of the internet and mobile usage results in a huge variation in the cultural backgrounds of consumers who generate and consume electronic word-of-mouth (eWOM)…