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Journal articles on the topic 'Examining the Online Marketing'

Author: Grafiati

Published: 5 June 2025

Last updated: 16 July 2025

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1

Vedanthachari, Lakshmi Narasimhan, P. Sridevi, and N. Manoraj. "Examining customer's intention to rely on online reviews." International Journal of Internet Marketing and Advertising 16, no. 4 (2022): 369. http://dx.doi.org/10.1504/ijima.2022.10047605.

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Sridevi, P., N. Manoraj, and Lakshmi Narasimhan Vedanthachari. "Examining customer's intention to rely on online reviews." International Journal of Internet Marketing and Advertising 16, no. 4 (2022): 369. http://dx.doi.org/10.1504/ijima.2022.123163.

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Arora, Sourabh, and Sangeeta Sahney. "Examining consumers’ webrooming behavior: an integrated approach." Marketing Intelligence & Planning 37, no. 3 (2019): 339–54. http://dx.doi.org/10.1108/mip-05-2018-0152.

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Purpose The purpose of this paper is to employ an integrated technology acceptance model–theory of planned behavior framework intertwined with online risk, e-distrust and product involvement to augment an understanding on consumers’ webrooming behavior. Design/methodology/approach A mix of convenience and selective sampling was used for data collection. A total of 14 propositions were put forth, which were tested using the structural equation modeling method. Findings The results of the study revealed that apart from perceived ease of searching online and overall usefulness of the webrooming s

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Berg, Hanna, and Annika Lindström. "Online product size perceptions: Examining liquid volume size perceptions based on online product pictures." Journal of Business Research 122 (January 2021): 192–203. http://dx.doi.org/10.1016/j.jbusres.2020.09.001.

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Awad, Nancy Awadallah. "Examining the Impact of E- Shopping on Customer Loyalty." International Journal of Online Marketing 9, no. 3 (2019): 82–94. http://dx.doi.org/10.4018/ijom.2019070105.

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The majority decisions of online customers make are by tracing the electronic word of mouth and online comments which belong to previous customers and is affected by some fears. This study applied a decision tree method to customer data of those who visit a popular group on Facebook (SouqEgypt). Findings in this study indicated that social media marketing for increasing customer's retention and loyalty are influenced by customer's income, education level and occupation. This study helps marketing managers to enhance customer loyalty and in the long run maximize returns on marketing.

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Jia, Yutong, and Ursula D. Regua Orlina. "Examining the Role of Social Media Marketing on Online Customer Purchase Intentions in Food Companies." International Journal of Social Science and Humanities Research 12, no. 3 (2024): 64–71. https://doi.org/10.5281/zenodo.12749157.

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<strong>Abstract:</strong><em> </em>This study explores the pivotal role of social media marketing in shaping online customer purchase intentions within the food industry. With the proliferation of digital platforms, food companies increasingly leverage social media to engage consumers, enhance brand visibility, and drive sales. This research investigates how different social media strategies—such as influencer partnerships, user-generated content, targeted advertisements, and interactive promotions—affect consumer behavior and purchasing decisions. Utilizing a mixed-method approac

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Panra, Zar, Amna Malik, and Asia Bibi. "Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision." Global Management Sciences Review 9, no. IV (2024): 1–15. http://dx.doi.org/10.31703/gmsr.2024(ix-iv).01.

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This paper focuses on the effects of influencer marketing and online customer reviews on customer purchasing decisions. Quantitative data was collected from 300 respondents and analyzed through SPSS. Process Macro was used to analyze the relations and mediation effects between the variables. The literature review indicates the increasing relevance of digital marketing and the impact of influencer marketing and online customer reviews on customer purchase decisions. Online customer reviews present ideal information as it is the social proof and influence purchasing decisions. According to the r

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Li, Chenxi, Jing (Elaine) Chen, Siyu Peng, Jinsong Huang, and Xiqing Sha. "Examining the effects of weather on online shopping cart abandonment: Evidence from an online retailing platform." Journal of Retailing and Consumer Services 78 (May 2024): 103738. http://dx.doi.org/10.1016/j.jretconser.2024.103738.

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Joo, Jaehun, and Chunglo Kim. "Examining SNS marketing characteristics affecting brand image and repurchase intention." MATEC Web of Conferences 309 (2020): 05020. http://dx.doi.org/10.1051/matecconf/202030905020.

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SNS (Social Network Service) marketing which is a promising marketing based social media such as Facebook, Instagram, Twitter, blog, and Youtube is a critical management activity for online advertising, promotion, sales, and demand creation. What kinds of SNS marketing characteristics are antecedents of brand image and repurchase intention. The present study proposes a new research model integrating SNS marketing characteristics, brand image, and customers’ repurchase intention and tests four hypotheses. Finally, the present paper presents academics and practitioners.

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Tsimonis, Georgios, Christos Koritos, and Sergios Dimitriadis. "Examining relational benefits and costs in an online non-transactional context." International Journal of Internet Marketing and Advertising 12, no. 2 (2018): 122. http://dx.doi.org/10.1504/ijima.2018.10011680.

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Anita Kumari and Pooja Thakur. "Examining the Factors Influencing Online Purchase Intention: A Digital Marketing Perspective." International Journal of Scientific Research in Science and Technology 12, no. 2 (2025): 1291–303. https://doi.org/10.32628/ijsrst251222656.

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This study explores the key determinants influencing online purchase intention in the digital marketplace. The findings indicate that various digital marketing strategies and consumer perceptions play a crucial role in shaping purchase decisions. Notably, while trust and engagement drive positive purchase behaviour, perceived risk also holds significance, suggesting that consumers acknowledge potential risks but proceed with purchases due to mitigating factors such as brand credibility, return policies, and digital security measures. The study provides valuable insights for businesses aiming t

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Liu, Chuanlan, and Sandra Forsythe. "Examining drivers of online purchase intensity: Moderating role of adoption duration in sustaining post-adoption online shopping." Journal of Retailing and Consumer Services 18, no. 1 (2011): 101–9. http://dx.doi.org/10.1016/j.jretconser.2010.10.004.

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Jain, Nikunj Kumar, Shampy Kamboj, Vinod Kumar, and Zillur Rahman. "Examining consumer-brand relationships on social media platforms." Marketing Intelligence & Planning 36, no. 1 (2018): 63–78. http://dx.doi.org/10.1108/mip-05-2017-0088.

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Purpose The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology/approach A conceptual model is developed, depicting the impact of customer-brand relationships on brand loyalty and word of mouth via brand trust. The conceptual model is validated using partial least squares structural equation modeling and data for which are collected online through a structured questionnaire from a sample of 131 brand community members in North C

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Robertson, Nichola, Heath McDonald, Civilai Leckie, and Lisa McQuilken. "Examining customer evaluations across different self-service technologies." Journal of Services Marketing 30, no. 1 (2016): 88–102. http://dx.doi.org/10.1108/jsm-07-2014-0263.

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Purpose This study aims to examine the influence of different self-service technologies (SSTs) on customer satisfaction with and continued usage of SSTs. Specifically, it compares an interactive voice response (IVR) SST and an online SST from the same provider to assess how to manage these parallel SSTs. Design/methodology/approach A tracking study was used, beginning with a survey of n = 957 SST users to test a model pertaining to SST satisfaction across IVR and online SSTs. These SST users were then tracked over 12 months. The association between customer satisfaction with and continued usag

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Jonitha Stany Mary, B. X. "A Study on Impact of Online Marketing." ComFin Research 10, no. 1 (2022): 58–63. http://dx.doi.org/10.34293/commerce.v10i1.4571.

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Web Marketing is rapidly making before our eyes, and it is essentially difficult to excuse and stow away from this new sort of media. The web show is the exhibition of utilising on the web channels to spread a message about an affiliation’s image, things, or associations to its typical clients. The frameworks and methods utilised for internet progressing merge email, electronic media, show publicising, webpage streamlining, and the sky is the limit starting there. The goal of publicising is to appear at likely clients through the channels where they contribute energy examining, looking, shoppi

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Mafael, Alexander, Sabrina A. Gottschalk, and Henning Kreis. "Examining Biased Assimilation of Brand-related Online Reviews." Journal of Interactive Marketing 36 (November 2016): 91–106. http://dx.doi.org/10.1016/j.intmar.2016.06.002.

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Hashem, Tareq N. "Examining marketing cyber-security in the digital age: Evidence from marketing platforms." International Journal of Data and Network Science 8, no. 2 (2024): 1141–50. http://dx.doi.org/10.5267/j.ijdns.2023.11.020.

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The current study aimed to examine marketing cyber-security (DDoS Attacks, Cross-Site Scripting, SQL Attacks, and passwords attacks) in the digital age by presenting evidence from digital marketing platforms. Depending on the quantitative approach and utilizing a questionnaire as a tool, (133) marketing managers in digital marketing companies in Jordan responded to an online questionnaire. SPSS was used to screen and analyze the gathered data. Results of the study accepted the main hypothesis, and it appeared that marketing cyber-security has a statistically positive influence on marketing pla

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Baganzi, Ronald, Geon-Cheol Shin, and Shali Wu. "Examining Consumers’ Attitudes toward Gmarket Online Shopping." J 2, no. 3 (2019): 364–83. http://dx.doi.org/10.3390/j2030025.

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In this study, we examine the consumers’ attitudes toward Gmarket online shopping in Korea. We use a model to explain that consumers’ attitudes toward online shopping are influenced by psychological, personal, and technological characteristics. We hypothesize that three major behavioral beliefs; perceived trust (psychological), perceived benefits (personal), and perceived website quality (technological) influence consumers’ attitudes toward online shopping. A questionnaire was designed and administered by surveying the Gmarket online shoppers in Korea. A total of 338 valid responses were colle

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Mertanti, Ni Made Rahayu Agustini, and I. Gede Sanica. "Examining people's shopping behavior in society 5.0 era." International journal of business, economics & management 5, no. 4 (2022): 367–87. http://dx.doi.org/10.21744/ijbem.v5n4.2002.

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The purpose of this research is to find out people's shopping behavior in the era of society 5.0. This research is expected to provide insight into the development of science in the field of management and marketing science, besides that it is hoped that this research can be used as a reference for further researchers. Provide management expertise in achieving goals in knowing people's spending behavior in the era of society 5.0. This research is expected to be a reference material and a comparison for future researchers and fulfill the requirements for obtaining a Master of Management degree

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Tri Wahyudi, Setyo, Nurul NBadriyah, Rilla Anggraeni, et al. "Entrepreneurial Endeavors: Examining The Role Of Catering Businesses In Pasuruan's Economic Empowerment." International Journal Of Community Service 4, no. 1 (2024): 59–63. http://dx.doi.org/10.51601/ijcs.v4i1.255.

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This study explores the challenges faced by Muslim women in establishing catering businesses, primarily due to inadequate marketing strategies. To overcome these obstacles, the research proposes catering business assistance with a focus on utilizing the internet as a platform for product promotion. Incorporating the Marketing 4.0 concept, the study emphasizes the complementary nature of digital-based and traditional marketing to meet consumer demands. The evolution from the AIDA concept to the 4A and 5A models is examined, highlighting attention, attitude, action, and advocacy as essential ele

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Xu, Xun. "Examining an asymmetric effect between online customer reviews emphasis and overall satisfaction determinants." Journal of Business Research 106 (January 2020): 196–210. http://dx.doi.org/10.1016/j.jbusres.2018.07.022.

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Borah, Abhishek, Sourindra Banerjee, Yu-Ting Lin, Apurv Jain, and Andreas B. Eisingerich. "Improvised Marketing Interventions in Social Media." Journal of Marketing 84, no. 2 (2020): 69–91. http://dx.doi.org/10.1177/0022242919899383.

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Online virality has attracted the attention of academics and marketers who want to identify the characteristics of online content that promote sharing. This article adds to this body of research by examining the phenomenon of improvised marketing interventions (IMIs)—social media actions that are composed and executed in real time proximal to an external event. Using the concept of quick wit, and theorizing that the effect of IMIs is furthered by humor and timeliness or unanticipation, the authors find evidence of these effects on both virality and firm value across five multimethod studies, i

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de Haan, Evert, P. K. Kannan, Peter C. Verhoef, and Thorsten Wiesel. "Device Switching in Online Purchasing: Examining the Strategic Contingencies." Journal of Marketing 82, no. 5 (2018): 1–19. http://dx.doi.org/10.1509/jm.17.0113.

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The increased penetration of mobile devices has a significant impact on customers’ online shopping behavior, with customers frequently switching between mobile and fixed devices on the path to purchase. By accounting for the attributes of the devices and the perceived risks related to each product category, the authors develop hypotheses regarding the relationship between device switching and conversion rates. They test the hypotheses by analyzing clickstream data from a large online retailer and apply propensity score matching to account for self-selection in device switching. They find that

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Park, Kye-Hee, and Hyoung-eun Kim. "The Effect of Hair Beauty Online Shopping Experience Marketing on Purchase Intention." Journal of the Korean Society of Cosmetology 27, no. 4 (2021): 1012–20. http://dx.doi.org/10.52660/jksc.2021.27.4.1102.

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The purpose of this study is to investigate the relationship of the effect of experiential marketing for hair beauty online shopping on purchase intention, and to present basic data that can prepare a plan to increase the experiential marketing and purchase intention of online hair beauty shopping. Online shopping experience marketing was found to be three sub-factors, and two sub-factors of purchase intention. As a result of examining the effect of experience marketing for hair beauty online shopping on purchase intention, statistically significant results were found in relational behavior, e

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Park, Kye-Hee, and Hyoung-eun Kim. "The Effect of Hair Beauty Online Shopping Experience Marketing on Purchase Intention." Journal of the Korean Society of Cosmetology 27, no. 4 (2021): 1012–110. http://dx.doi.org/10.52660/jksc.2021.27.4.1012.

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The purpose of this study is to investigate the relationship of the effect of experiential marketing for hair beauty online shopping on purchase intention, and to present basic data that can prepare a plan to increase the experiential marketing and purchase intention of online hair beauty shopping. Online shopping experience marketing was found to be three sub-factors, and two sub-factors of purchase intention. As a result of examining the effect of experience marketing for hair beauty online shopping on purchase intention, statistically significant results were found in relational behavior, e

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Ha, Hong-Youl. "The evolution of brand personality: an application of online travel agencies." Journal of Services Marketing 30, no. 5 (2016): 529–40. http://dx.doi.org/10.1108/jsm-05-2015-0188.

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Purpose This study aims to assess how continuous outcomes of brand personality vary as a function of time and other predictors. Specifically, the author investigates the roles of brand trust on the direct influence of brand personality, resulting in brand loyalty. Design/methodology/approach Using a longitudinal study of online travel consumers, the author demonstrates that the process of brand evolution is related to the investigation of both temporal and carryover effects. Findings The findings show that the effect of the brand personality–brand trust linkage decreases over time and leads to

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Mahadevan, Kala, Krunal K. Punjani, and Sujata Joshi. "Examining Online Grocery Purchase Intentions through an Extended TAM Framework : A Mediation Analysis Approach." Indian Journal of Marketing 53, no. 11 (2023): 41. http://dx.doi.org/10.17010/ijom/2023/v53/i11/170597.

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Al Asheq, Ahmed, Khadiza Rahman Tanchi, Sabrina Akhter, Md Kamruzzaman, and K. M. Anwarul Islam. "Examining university students’ behaviors towards online shopping: An empirical investigation in an emerging market." Innovative Marketing 18, no. 1 (2022): 94–103. http://dx.doi.org/10.21511/im.18(1).2022.08.

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The paper strives to investigate the influential factors that might significantly affect consumers’ intention to shop from online websites. On this premise, this paper aims to examine the impact of perceived trust (PT), convenience (CONV), perceived website quality (PWQ), and subjective norm (SN) on individuals’ intention towards online shopping (ITOS). The paper proposed a study framework based on previous relevant literature. The study has drawn samples from private university students of Bangladesh. A quantitative research approach was adopted, followed by a survey method. Only undergraduat

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Nathan, Robert Jeyakumar, Ibrahim Musah, and Guru Dhillon. "Usability Review of Corporate Websites." International Journal of Technology Diffusion 8, no. 2 (2017): 43–53. http://dx.doi.org/10.4018/ijtd.2017040103.

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Marketing and electronic commerce literature abound in criteria that contribute to the success of an online marketing website. Collectively the factors that contribute to the success of a website are known as the usability factors of websites. This chapter discusses seven of these usability factors that affect the Overall Web Usability (OWU), mainly examining the online industry in Malaysia. The extent of online security technology used, users' perception of online safety and security is also discussed. The chapter presents a comparative review of usability evaluations of websites from industr

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Liu, Wenlong, and Rongrong Ji. "Examining the Role of Online Reviews in Chinese Online Group Buying Context: The Moderating Effect of Promotional Marketing." Social Sciences 7, no. 8 (2018): 141. http://dx.doi.org/10.3390/socsci7080141.

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Given the rapid growth of online group buying (OGB) market in China, this study was designed to examine the influencing mechanism of online reviews on Chinese consumers’ purchase intention in OGB context. A comprehensive model was developed based on technology acceptance model (TAM) and information adoption model (IAM). The construct named overall reviews was included in the research framework along with the variables from TAM and IAM. Promotional marketing (PM) was expected to play a moderating role between online reviews and consumers’ purchase intention. A quantitative study was conducted,

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Kalariya, Kush, Rahul Chauhan, Parth Soni, Mohit Patel, and Himalay Patel. "Unraveling Millennial Online Shopping Preferences: A Comprehensive Analysis of Factors Influencing Consumer Behaviour in the Digital Marketplace." Journal of Business and Halal Industry 1, no. 4 (2024): 1–12. http://dx.doi.org/10.47134/jbhi.v1i4.294.

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The study explores millennial preferences in online shopping by examining the influence of various factors on consumer behaviour in the digital marketplace. Through a comprehensive statistical analysis, significant relationships between constructs such as cultural influence, marketing strategies, social factors, and online purchasing behaviour were identified. The findings highlight the importance of understanding consumer motivations and preferences in shaping effective marketing strategies targeted at millennial consumers. While factors like cultural and social influences were found to signi

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Bui, My, and Elyria Kemp. "E‐tail emotion regulation: examining online hedonic product purchases." International Journal of Retail & Distribution Management 41, no. 2 (2013): 155–70. http://dx.doi.org/10.1108/09590551311304338.

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Encarnacion, Marie Joy, and ELA MAE RAPISURA. "Examining the effect of different platforms of digital promotion on customer satisfaction in transient houses in Vigan City." Divine Word International Journal of Management and Humanities (DWIJMH) (ISSN: 2980-4817) 4, no. 2 (2025): 1708–23. https://doi.org/10.62025/dwijmh.v4i2.143.

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The research explored promotional strategies to determine their effect on customer satisfaction in Vigan City transient houses. The research investigated the impact of online presence and digital marketing on attracting guests while improving their experience. The research used a quantitative approach to gather data from transient house guests who assessed their digital marketing channel experiences, booking convenience, and satisfaction levels. The analysis showed that Facebook and Instagram operated as the primary social media platforms through which customers discovered and interacted with

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Stewart, Kristin, Matt Kammer-Kerwick, Allison Auchter, Hyeseung Elizabeth Koh, Mary Elizabeth Dunn, and Isabella Cunningham. "Examining digital video advertising (DVA) effectiveness." European Journal of Marketing 53, no. 11 (2019): 2451–79. http://dx.doi.org/10.1108/ejm-11-2016-0619.

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Purpose Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing. Design/methodology/approach To examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participan

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Chakravarty, Shivraj. "The Evolution of Meme Marketing: From Subculture to Mainstream Marketing Strategy." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 03 (2025): 1–9. https://doi.org/10.55041/ijsrem43271.

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Meme marketing has become an integral aspect of brand communication and actions due to its ability to combine humor, relatability, and culture to reach target audiences. Memes have transformed from subculture artifacts to multifaceted marketing tools that shape public attitude and spending towards products and services. In this regard, this study traces the history of meme marketing and evaluates its success in increasing consumer engagement, brand perception, and intention to purchase. This paper fills in the cultural gap by examining the interaction of cultural relevance, memetic virality, h

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Hajdu, Gergő. "The State of Content Marketing in Hungary and Its Possible Effects on a Specific Brand : Hungarian Experts’ Opinions." Theory, Methodology, Practice 20, no. 1 (2024): 91–100. http://dx.doi.org/10.18096/tmp.2024.01.09.

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The aim of this paper is to give an overview of the state of content marketing (CM) in Hungary, its application and whether it is worth examining the effect of CM on the Brand Asset Valuator (BAV) and brand experience (BX). To investigate these issues, the author conducted individual interviews with twelve online marketing and content marketing experts in 2022. Based on the research results, it can be stated that the Hungarian practice of content marketing is typically at an initial stage, the attitude of the management of the companies is inappropriate and there are often resource limitations

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Wang, Ying, and Shaojing Sun. "Examining the role of beliefs and attitudes in online advertising." International Marketing Review 27, no. 1 (2010): 87–107. http://dx.doi.org/10.1108/02651331011020410.

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Belk, Russell. "Examining Markets, Marketing, Consumers, and Society through Documentary Films." Journal of Macromarketing 31, no. 4 (2011): 403–9. http://dx.doi.org/10.1177/0276146711414427.

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Documentary film is over 100 years old and includes subgenres such as ethnography, historical film, docu-drama, propaganda, and advocacy videos. With numerous film archives, film festivals, special DVD issues of journals, inexpensive video recording and editing equipment, Internet distribution, and the phenomenal growth of archival Internet sites such as YouTube and Vimeo, there are now hundreds of millions of documentary films and videos available to the interested researcher. The author argues that the macromarketing field has greatly underutilized this vast resource and suggests examples of

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X. Palin Jeromina, Dr. Preetha. F. James. "Effects of Social Media Marketing on Youth Purchase Intention in the online Food ordering Sector." Tuijin Jishu/Journal of Propulsion Technology 44, no. 4 (2023): 5704–11. http://dx.doi.org/10.52783/tjjpt.v44.i4.1970.

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In the digital age, social media platforms have become pervasive in the lives of today’s youth. This study delves into the profound effects of social media marketing on young individuals, examining its influence on their behaviors, attitudes, and perceptions. Hence, researchers have made an attempt to study the effects of social media marketing among youth on purchase intention. This research paper focuses on finding reasons for growth of online food ordering sector, to highlight the benefits of social media marketing and to exhibit the effects of social media. The sample size for the study wa

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Prayudhana, Aryo, Adrian Adrian, Arum Mardikawanti, Yonatan A. Hendro, and Natasya N. Nugroho. "Examining Determinant Factors on Online Shopping Behavior upon Buying Furniture." Indonesian Business Review 5, no. 1 (2022): 58–83. http://dx.doi.org/10.21632/ibr.5.1.58-83.

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The research is dedicated to examine factors that affect online shopping behavior of consumers upon buying furniture. These factors might be an important issue regarding e-commerce and marketing in the online furniture retail market. However, knowledge about online consumer behavior is still very limited because it is a fairly complex phenomenon in social life that can involve too many factors, especially in buying furniture online. One of the aims of this research is to uncover factors that have not been studied in previous studies, especially in the furniture industry. To acquire in-depth in

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Devansh, Mishra, Arpha Tasneem, and Mishra* Saurabh. "AN EXAMINATION OF DIGITAL MARKETING IN THE OTC PHARMACEUTICAL SECTOR." World Journal of Pharmaceutical Science and Research 4, no. 3 (2025): 203–9. https://doi.org/10.5281/zenodo.15561908.

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The digital landscape has revolutionized the marketing of Over-the-Counter (OTC) pharmaceutical products, shifting focus towards online channels to engage a wider consumer base through cost-effective and innovative strategies. This abstract explores the pivotal role of digital marketing in the OTC drug market, examining key online promotional techniques such as social media marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, influencer collaborations, email marketing, and content-based campaigns. It emphasizes the critical need for regulatory compliance, building cons

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Huisman, Guido, Maximilian Menke, Oliver Grundmann, Rudy Schreiber, and Natasha Mason. "Examining the Psychoactive Differences between Kratom Strains." International Journal of Environmental Research and Public Health 20, no. 14 (2023): 6425. http://dx.doi.org/10.3390/ijerph20146425.

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Kratom (Mitragyna speciosa) is a Southeast Asian plant containing various alkaloids that induce pharmacological effects in humans. In Western countries, online vendors sell a variety of different kratom strains which are marketed to have distinct effect profiles. However, as of yet such marketing claims are unsubstantiated, and therefore the current study investigated whether differently colored kratom products can induce distinct effects, as self-reported by users. Six hundred forty-four current kratom users were anonymously surveyed to compare the self-reported effects of and motivations for

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Iddris, Faisal, Sana Rouis, and Mohamed Reza Shahrokhi. "Students' Preference for Online Course in Iran and Ghana: A Conjoint Analysis." International Journal of Technology and Management Research 1, no. 1 (2020): 75–80. http://dx.doi.org/10.47127/ijtmr.v1i1.4.

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There is now intense competition among tertiary education providers due to proliferation of private and public universities offering online and offline courses. The role of marketing is becoming more important among universities as competition in the environment is getting more intense. One main approach that can facilitate the universities marketing activities is understanding what determines students' online course preference. This study aims at examining the factors that influence student's preference for online education. The purpose of this research is two fold: to investigate the number

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Lopez-Gonzalez, Hibai, Ana Estévez, and Mark D. Griffiths. "Marketing and Advertising Online Sports Betting: A Problem Gambling Perspective." Journal of Sport and Social Issues 41, no. 3 (2017): 256–72. http://dx.doi.org/10.1177/0193723517705545.

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In this article, online sports betting is explored with the objective of critically examining the potential impact on problem gambling of the emerging product features and advertising techniques used to market it. First, the extent of the issue is assessed by reviewing the sports betting prevalence rates and its association with gambling disorders, acknowledging the methodological difficulties of an unambiguous identification of what exactly constitutes sports-related gambling today. Second, the main changes in the marketization of online betting products are outlined, with specific focus on t

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Gong, Taeshik. "Customer brand engagement behavior in online brand communities." Journal of Services Marketing 32, no. 3 (2018): 286–99. http://dx.doi.org/10.1108/jsm-08-2016-0293.

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PurposeThis study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement.Design/methodology/approachRespondents came from firm-managed online smartphone brand communities in South Korea and the USA. Convenience sampling yielded 197 valid responses, with 98 coming from South Korea and 99 coming from the USA.FindingsThe study results provide empirical evidence that cultural value orientations influence customer brand engagement behavior. As expected

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Altunbey, Tuba, and Nural İmik Tanyıldızı. "The Impact of Digital Marketing Public Relations Factors on Online Shopping Behavior." International Journal of Social Science Research and Review 8, no. 4 (2025): 309–22. https://doi.org/10.47814/ijssrr.v8i4.2698.

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Purpose: With technological advancements, brands have increasingly carried out their marketing activities in digital environments, leading to the rise of digital marketing. Digital marketing refers to the promotion of products and services through digital platforms and tools. It has required brands to make more effort to influence consumer behavior and differentiate themselves from competitors. In this context, brands operating in the marketing field have started to seek support from various areas, one of which is public relations. In marketing, public relations aims to influence consumers by

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Nath, Sujit Kumer Deb. "Exploring the Evolution and Impact of Digital Marketing in the Modern World: A Comprehensive Literature Review." Middle East Research Journal of Economics and Management 4, no. 06 (2024): 183–85. https://doi.org/10.36348/merjem.2024.v04i06.001.

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Digital marketing has transformed significantly over the past few decades, reshaping the business landscape and influencing consumer behavior worldwide. This literature review explores the evolution, strategies, and impact of digital marketing, tracing its growth from basic online advertising to sophisticated, data-driven campaigns in today's digital economy. By examining recent studies, this paper highlights the role of key technologies, emerging trends, and the ethical considerations in digital marketing, providing insights for researchers and practitioners on its future trajectory.

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O'Cass, Aron, and Jamie Carlson. "Examining the effects of website‐induced flow in professional sporting team websites." Internet Research 20, no. 2 (2010): 115–34. http://dx.doi.org/10.1108/10662241011032209.

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PurposeThis paper seeks to contribute to the internet marketing literature by examining the impact of flow on consumers' satisfaction, aroused feelings, website loyalty and word‐of‐mouth behaviours.Design/methodology/approachA self‐administered online questionnaire was used for data collection through a market research firm which randomly selected individuals of its online panel. Participants were asked to recall a recent encounter with their preferred professional sport website and refer to that website regarding their answers. Data were gathered from 400 consumers from a variety of professio

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Kim, Jiyoung, Kiseol Yang, and Bu Yong Kim. "Online retailer reputation and consumer response: examining cross cultural differences." International Journal of Retail & Distribution Management 41, no. 9 (2013): 688–705. http://dx.doi.org/10.1108/ijrdm-02-2012-0009.

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Zhang, Chengzhi, Tiantian Tong, and Yi Bu. "Examining differences among book reviews from various online platforms." Online Information Review 43, no. 7 (2019): 1169–87. http://dx.doi.org/10.1108/oir-01-2019-0037.

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Purpose Websites have their own features in aspect preference (e.g. the relative importance platforms place on product aspects in product evaluation). The purpose of this paper is to capture characteristics of different book reviews on aspect preferences by opinion mining techniques. Design/methodology/approach The authors employ two indicators for identifying aspect preferences, and propose a method for quantifying overall differences of reviews on aspect preferences through three dimensions: aspect awareness, aspect satisfaction and comprehensive value. Findings The results show that book re

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