Because of the fast rise Internet commerce, a firm now has access to plethora new communication channels in addition conventional ones and problem is determining best balance physical online channels. Due fact that their role value chain be close green consumers, these businesses can effectively implement multichannel strategies. The purpose this study determine how use integrated digital could...

Motivation research distinguishes two types of goals: (a) ideals, which relate to people’s hopes, wishes, and aspirations, and (b) oughts, which relate to people’s duties, obligations, and responsibilities. We propose that, in persuasion, the accessibility of ideals increases consumers’ reliance on their subjective affective responses to the ad relative to the substance of the message, whereas ...

The purpose of this study was to investigate the effects of young adult consumers’ personal traits (high-tech involvement, experiment proclivity, and fashion/brand leadership) on their perceptions of and attitudes toward using mobile devices for communications and commerce. The integrated stimulus-organism-responses paradigm (Fiore & Kim, 2007) served as the overarching framework, combining the...

Dynamic consumer responses are an important research topic for managers in assessing short and long-term marketing effectiveness and incentives in behavioral and consumption decisions. Using a field experiment with high frequency data, we investigate consumer responses to information-based marketing interventions designed to encourage conservation behavior in the residential electricity sector....