Journal of Research in Interactive Marketing
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#1Ling JiangH-Index: 7
#2Wenkai ZhouH-Index: 1
Last. Zhilin YangH-Index: 72
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Purpose: The coronavirus disease (COVID-19) pandemic unprecedentedly shocks the market. Little is known about the impact of COVID-19 on brand engagement across country-of-origin (COO) and country-of-market (COM). To address the gap, this study examines how the spread of the COVID-19 affects consumer brand engagement on social media for global brands through the mechanisms of the COO and consumer animosity. Design/methodology/approach: The authors collect consumer engagement activity data from Fa...
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Purpose: The Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on how customers' journeys from the awareness stage down to purchase and loyalty stages have been impacted by the pandemic across different product categories and markets and how they affect the same post-pandemic. The authors propose directions for future research based on our analysis. Design/methodology/approach: Analyzi...
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#1Marta Yuan-Chen Lin (NCU: National Central University)
#2Ben-Roy Do (FJU: Fu Jen Catholic University)
Last. Julian Ming-Sung ChengH-Index: 18
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