Table of contents
Brand choice via incidental social media exposure
William F. Humphrey Jr, Debra A. Laverie, Shannon B. RinaldoThe paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media…
Simpler online ratings formats increase consumer trust
Alena Kostyk, James M. Leonhardt, Mihai NiculescuOnline customer ratings are ubiquitous in e-commerce. However, in presenting these ratings to consumers, e-commerce websites utilize different formats. The purpose of this paper…
Conversion potential: a metric for evaluating search engine advertising performance
Bernard J. Jansen, Theresa B. ClarkeThis research is based on the premise that current metrics for search engine advertising (SEA) are misleading and do not sufficiently allow managers to evaluate traffic and…
Digital channels for building collaborative consumption communities
Alex Garrett, Karla Straker, Cara WrigleyCollaborative consumption firms leverage networked peers, communicating, collaborating and even delivering services to one another through a central marketplace channel. This…
Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda
Elizabeth Manser Payne, James W. Peltier, Victor A. BargerIn this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer…
Improving banner ad strategies through predictive modeling
Michael W. Obal, Wen LvThe purpose of this exploratory, data-driven study is to identify the optimal banner advertising strategies for achieving different business metric goals, such as effective cost…
ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang