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This paper aims to develop a framework for understanding consumers’ response to digital advertising using the affect transfer hypotheses and incorporating search behaviors. The paper also offers future research suggestions.Design/methodology/approachA quantitative approach is used in this paper...
While e-commerce has been widely cited as the new marketing frontier, thus necessitating the need to deliver seamless shopping experiences across various online channels to achieve success, very few firms have the well withal to clearly tie customer experience investments to marketing outcomes....
The purpose of this study is to compare online and in-store shoppers motivations based on product type.Design/methodology/approachMeans-end approach was used to extract motivational factors that drive shoppers channel choice for hedonic and utilitarian products. A total of 100 respondents were...
The explosion of internet-generated content, coupled with methodologies such as sentiment analysis, present exciting opportunities for marketers to generate market intelligence on consumer attitudes and brand opinions. The purpose of this paper is to review the marketing literature on online...
The aim of the present study is twofold. First, it measures Facebook users’ experience in a holistic way by taking into account the various dimensions of Facebook experience (i.e. entertainment, flow, escapism, challenge, learning, socializing and communitas); second, it tests the effects of...
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