... Online advertising Online consumer behavior Direct marketing Word-of-mouth marketing Etribes and online communities Meyers-Levy and Sternthal (1992) indicated that unexpected stimuli produced more favorable evaluations for consumers who were already in the condition of elaborate processing...

... complexity. Thus, it was predicted that, in an online shopping context, an inverted-U shaped relationship results between the overall visual complexity of a webpage and responses toward that webpage. Online advertising Online consumer behavior Banner ads Online retailing Visual merchandising...

... Limited 2021 Emerald Publishing Limited Licensed re-use rights only Internet marketing Personalization Data privacy Online advertising Online consumer behavior Advertising Consumer behavior Internet advertising In an effort to capture the attention of likely consumers...

... the source of an advertising message or assigned a preselected avatar. The advertising message content was the same across conditions. Findings from this study indicated that interactive message features such as customization could also mitigate reactance by eliciting perceived control. Online...

... of inspiration that delineates two components including: Cultural orientation Customer engagement behaviors Customer inspiration Purchase intention Social-media contents Online advertising Advertising Marketing communication Computer-mediated communication Consumer psychology Relative...

... 2019 22 02 2020 03 04 2020 06 04 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Advertisement choice Customer-centric marketing Co-creation marketing Video advertising Online advertising YouTube Video marketing...

... 2020 Emerald Publishing Limited Licensed re-use rights only Mobile marketing Online marketing Social media marketing Internet advertising Online advertising Online consumer behaviour Marketing communication Interactivity Computer-mediated communication YouTube Virtual marketing...

... Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Online marketing Online advertising E-commerce Customer analytics Customer data management Marketing information systems Retailing Virtual communities Analytics Marketing psychology Online retailing...

... 02 05 2016 27 06 2016 04 08 2016 24 08 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Online advertising Consumer psychology Advertising Marketers are always seeking innovative ways to break through the clutter...

..., implementation and for an effective use of brand and product placements in advergames. Originality/value This research contributes to the literature of online advertising, specifically advergaming context by exploring the impact of nature of game and brand prominence on gamers’ ad-persuasion. Also...

... advertisers evaluate and develop better practices to encourage consumer engagement with web references placed in print advertisements to drive traffic to online stores. © Emerald Group Publishing Limited 2014 Online marketing Online advertising Advertising Integrated marketing communications...

...; user-generated content (UGC); Internet segmentation and demographics; online usage; cross cultural; online communities and networks; strategic use and outcomes; and consumer Internet search. Online marketing Strategic marketing Social networks Online advertising Online...

... advertising Measurement Methodology Online advertising Online consumer behavior Marketing, advertising, and consumer behavior scholars have long been concerned with measuring attitudes (James et al., 1976 ; Nakanishi and Bettman, 1974). As Internet usage has increased and become a more...

... implications The paper includes implications for the development of an effective online advertising campaign, as well as some proposed conceptualizations of the terms social network site and advertising, which can be used as platforms for discussion or as standards for future definitions. Originality/value...

... performance is affected by the use of targeted marketing to African American Millennial consumers online. Design/methodology/approach Using the McGuire's Distinctiveness Theory as a framework, this study investigates the role of race in online advertising to determine if having a targeted vehicle (a race...