Managers of new brands seek to leverage positive WOM and establish a critical mass of consumers who interact with their brands at social-network sites (SNS). Effective selection of "seeds" or influencers at SNS who will recommend the product and leverage the power of their social networks to...

Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in measuring performance of Web ads are concentrated on adapting measures used in traditional media to the online medium (Novak and Hoffman 1996). However...

Online advertisers change banner ad executions to overcome negative returns from repetition, improve clickrates and communication outcomes. We investigate the effect of level of repetition to banner ads, same and varying ad executions and consumer navigation orientation on behavioral response...

Purpose - This research examines loyal and non-loyal consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high versus low perceived environmental...