Journal of Promotion Management, Volume 30, Issue 4 (2024)

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Journal of Promotion Management, Volume 30, Issue 4 (2024)

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Research Articles

Article
The Moderating Effect of the Use of Virtual Reality Technologies in the Branding of the Cultural Tourism Sector: An Analysis from the Brand Heritage
Diana Escandon-Barbosa, Jairo Salas-Paramo & Victor Castrillon Paque
Pages: 533-551
Published online: 17 Dec 2023
AbstractforThe Moderating Effect of the Use of Virtual Reality Technologies in the Branding of the Cultural Tourism Sector: An Analysis from the Brand Heritage | Full Text | References | PDF (1.1 MB) | EPUB
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Article
Understanding Gamification Advertising Effectiveness in an S-Commerce Context: A Study in an Emerging Market
Bang Nguyen-Viet & Yen Thi Hoang Nguyen
Pages: 552-582
Published online: 06 Dec 2023
AbstractforUnderstanding Gamification Advertising Effectiveness in an S-Commerce Context: A Study in an Emerging Market | Full Text | References | PDF (1.8 MB) | EPUB
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Article
Consumer Responses to Elements of Visual Esthetics on a Brand’s Instagram Page
Solange Renée Permell & Barney G. Pacheco
Pages: 583-614
Published online: 11 Dec 2023
AbstractforConsumer Responses to Elements of Visual Esthetics on a Brand’s Instagram Page | Full Text | References | PDF (3.4 MB) | EPUB
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Article
Increasing Trust in Influencer Marketing: The Effects of Sponsorship Disclosure and Endorser Type
Wufan Jia, Lunrui Fu & Yue Dai
Pages: 615-638
Published online: 06 Dec 2023
AbstractforIncreasing Trust in Influencer Marketing: The Effects of Sponsorship Disclosure and Endorser Type | Full Text | References | PDF (2.4 MB) | EPUB
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Article
The Pseudo-Flow Experience in Online Shopping
Ariel Zoltán Mitev, Anna Irimiás & Mert Mentes
Pages: 639-656
Published online: 07 Dec 2023
AbstractforThe Pseudo-Flow Experience in Online Shopping | Full Text | References | PDF (1.5 MB) | EPUB
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Article
Building Purchase Intention through Live Streaming Platforms: Mediating Role of Customer Engagement
Pallavi Dua
Pages: 657-680
Published online: 06 Dec 2023
AbstractforBuilding Purchase Intention through Live Streaming Platforms: Mediating Role of Customer Engagement | Full Text | References | PDF (1.3 MB) | EPUB
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Article
Influence of Ethically-Minded Consumer Behavior, Digital Citizenship, and Retailers’ Green Positioning on the Effectiveness of Store Flyer Sales Promotions (Paper vs. Digital)
Ana Sofia Costa & António Azevedo
Pages: 681-705
Published online: 17 Dec 2023
AbstractforInfluence of Ethically-Minded Consumer Behavior, Digital Citizenship, and Retailers’ Green Positioning on the Effectiveness of Store Flyer Sales Promotions (Paper vs. Digital) | Full Text | References | PDF (2.7 MB) | EPUB
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