Journal of Contemporary Marketing Science: Volume 4 Issue 3


Table of contents

Is the sense of awe an effective emotion to promote product sharing: based on the type of awe and tie strength

Huawei Zhu, Xiaoling Duan, Yu Su

As a complex social emotion, awe includes both positive emotion and negative emotion. But few studies have explored the downstream effects and psychological mechanisms of…

Expressing gratitude versus empathetic apology: which one is better to use as an initial recovery strategy after a service failure?

Arash Ahmadi, Sohrab Fakhimi

The main purpose of this work is to evaluate the different psychological impacts of two initial verbal recovery strategies (gratitude vs empathetic apology) on the…

How consumers' personalities, lifestyles and demographics predict SVOD genre and SVOD platform consumption

Anthony Palomba

Streaming video on demand (SVOD) services are comprised of digital media content creation and content distribution that provide a vast array of genre content playable on…

Evolution of omni-channel business models: a new community-based omni-channel and data-enabled ecosystem

Rui Wang, Xuanli Xie, Hao Ma

The authors seek to crack the model of new retail by outlining the unique business model known as community-based omni-channel and data-enabled ecosystem.

The importance of incorporating relevant-added value into esports sponsorships

Bruno Duarte Abreu Freitas, Ruth Sofia Contreras-Espinosa, Pedro Álvaro Pereira Correia

This research aims to identify how important it is that brands incorporate relevant-added value into their esports sponsorships.

Research on the impact of online picture contents of agricultural products on consumers' willingness to click

Wenhui Tian, Yanjun Li, Linzhu Li

The paper aims to clarify the influence of different picture contents on consumer's willingness to click pictures when shopping for agricultural products online and…

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Copyright Holder:

Emerald Publishing Limited

Open Access:



  • Chenting Su
  • Dr Cheng Wang
  • Prof Xiucheng Fan