The Internet has changed from an information tool to a social tool. More and more people use social networking sites such as Facebook to build and maintain numerous interpersonal relationships. The benefits of online social interaction can be manifested in bridging and bonding social capital. This study examined how the four dimensions of perceived interactivity (control, synchronicity, surveil...

branding subject in latest decades became one of the most important research priorities in marketing management domain. this research with aim of goal setting theory an internal branding try to identify effective factors on employee`s commitment and loyalty and brand performance at employee level. statistical society contains all employees at three levels: branch chairman, master operators and ...

The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-e...

Brand love has been found to predict brand loyalty measures better than conventional attitude models that rely on the brand’s perceived quality. Hence, marketers are interested in factors that lead to brand love. This study investigates the influence of anthropomorphism on brand love in the context of defensive marketing. We identified five possible theoretical mechanisms through which anthropo...

Advergames are increasingly used by companies for online advertising campaigns. However, the effectiveness of this unique advertising strategy has not been investigated in the IS research literature. This study sheds light on the effectiveness of advergames by introducing three design elements of an advergame: interactivity (the extent to which a player has control over the choice of viewing th...

Building upon the persuasion theory in the social psychology literature, this study investigates how companies can use microblogging services to influence consumers’ participation and brand loyalty. We develop and empirically test our research model using an online survey in China. Our findings show that persuasion factors, including information quality, perceived similarity, and source credibi...