Journal of Marketing Analytics

2016 - 2025

Current editor(s): Maria Petrescu and Anjala Krishnen

From Palgrave Macmillan
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Volume 13, issue 1, 2025

Marketing analytics research for the better good: thoughts and ideas pp. 1-3

Maria Petrescu and Anjala S. Krishen

Integrating the customer equity and brand equity approaches to the financial value of marketing pp. 4-16

Bobby J. Calder, Edward C. Malthouse and Joe Omatoi

Selection is superior to scale: determining brand loyalty highly correlated to market share pp. 17-28

Takumi Kato, Nobu Takenaka, Rie Ito and Kazuki Nishiguchi

Time analysis of online consumer behavior by decision trees, GUHA association rules, and formal concept analysis pp. 29-52

Tomáš Pitka, Jozef Bucko, Stanislav Krajči, Ondrej Krídlo, Ján Guniš, Ľubomír Šnajder, Ľubomír Antoni and Peter Eliaš

The grounded theory approach to brand purpose equity drivers: the practitioner’s perspective pp. 53-68

Cid Gonçalves Filho, Flavia Braga Chinelato and Fernanda Viterbo Prado

Analysing user-generated content in sports events through the lens of the Spain brand pp. 69-81

Inés Kuster, Natalia Vila-Lopez, Elísabet Mora and María Isabel P. Riquelme Martínez

Automated bidding vs manual bidding strategies in search engine marketing: a keyword efficiency perspective pp. 82-95

Pingjun Jiang

The role of cognitive processes in healthy consumption food products: An eye-tracking technology study pp. 96-110

Diana Escandon-Barbosa, Jairo Salas-Paramo, María Patricia López-Ramírez and Alexandra Pava-Cárdenas

Predicting customer churn using machine learning: A case study in the software industry pp. 111-127

João Rolim Dias and Nuno Antonio

How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics pp. 128-144

Yanbo Zhang, Chuanlan Liu and Chunmin Lang

A bibliometric analysis of virtual influencers in the Web of Science pp. 145-161

Natalia Vila-López, Ines Kuster-Boluda, Elisabet Mora-Pérez and Isabel Pascual-Riquelme

The relationship between the quality of big data marketing analytics and marketing agility of firms: the impact of the decision-making role pp. 162-179

Matti Haverila, Kai Haverila, Mohammad Osman Gani and Muhammed Mohiuddin

The influence of brand credibility and brand loyalty on customer satisfaction and continued use intention in new voice assistance services based on AI pp. 180-201

Luis Matosas-López

Interview completed: the application of survival analysis to detect factors influencing response rates in online surveys pp. 202-217

Ákos Münnich, Mátyás Kocsis, Mark C. Mainwaring, István Fónagy and Jenő Nagy

When and how digital novel technologies matter to firm marketing performance pp. 218-235

Itzhak Gnizy

Research trends in market intelligence: a review through a data-driven quantitative approach pp. 236-262

Mostofa Wahid Soykoth, Woojong Sim and Sydney Frederick

Volume 12, issue 4, 2024

Marketing analytics in 2024 conferences: AI and data-driven decision-making pp. 743-745

Maria Petrescu and Anjala S. Krishen

Combined importance–performance map analysis (cIPMA) in partial least squares structural equation modeling (PLS–SEM): a SmartPLS 4 tutorial pp. 746-760

Marko Sarstedt, Nicole F. Richter, Sven Hauff and Christian M. Ringle

Company social irresponsibility and customer boycott intention in times of crisis pp. 761-777

Halit Keskin, Emel Esen and Sıddık Bozkurt

Artificial intelligence in business-to-business (B2B) sales process: a conceptual framework pp. 778-789

Michael Rodriguez and Robert Peterson

Hey ChatGPT: an examination of ChatGPT prompts in marketing pp. 790-805

Wondwesen Tafesse and Bronwyn Wood

Disentangling the relationship between trust, online buying, and customer satisfaction: a three-way interaction model pp. 806-828

Jeeva Venkatakrishnan, Ravikumar Alagiriswamy and Satyanarayana Parayitam

Variable science mapping as literature review method pp. 829-841

Przemyslaw Tomczyk, Philipp Brüggemann and Justin Paul

Correction to: Variable science mapping as literature review method pp. 842-842

Przemyslaw Tomczyk, Philipp Brüggemann and Justin Paul

Mapping sharing economy themes: science mapping, topic modeling, and research agenda pp. 843-864

Ahmed Gamal ElKattan, Diana Gavilan, Mohamed Hamed Elsharnouby and Amira Fouad Ahmed Mahran

Creating meaningful insights from customer reviews: a methodological comparison of topic modeling algorithms and their use in marketing research pp. 865-887

Gül Yazıcı and Tuğçe Ozansoy Çadırcı

Drivers and consequences of consumer alienation in the French retail banking sector pp. 888-908

Souheila Kaabachi, Selima Ben Mrad, Ahmed Anis Charfi, Monyédodo Régis Kpossa and Bay O’ Leary

A gateway toward truly responsive customers: using the uplift modeling to increase the performance of a B2B marketing campaign pp. 909-924

Meltem Sanisoglu, Sebnem Burnaz and Tolga Kaya

Optimizing mobile in-app advertising effectiveness using app publishers-controlled factors pp. 925-943

Vinh Truong

The central role of consumer–brand engagement in product and service brand contexts pp. 944-961

T. Ndhlovu and T. Maree

Analytical model to measure the effectiveness of content marketing on Twitter: the case of governorates in Colombia pp. 962-978

Anabel Guzmán Ordóñez, Francisco Javier Arroyo Cañada, Emmanuel Lasso, Javier A. Sánchez-Torres and Manuela Escobar-Sierra

Drivers of sustained brand engagement: cases of long-term customers of hedonic and utilitarian brands in Japan pp. 979-989

Chikako Ishizuka and Kei Aoki

The intangible values of live streaming and their effect on audience engagement pp. 990-1005

Kah Yi Leong, Jessica Sze Yin Ho, Shehnaz Tehseen, Eiad Yafi and Tat-Huei Cham

Sales force control in the area of value-based selling and Industry 4.0: smart self-control based on salesperson business model pp. 1006-1027

Saïd Echchakoui and Riadh Ladhari

Measuring the effects of customized targeted promotions on retailer profits: prescriptive analytics using basket-level econometric analysis pp. 1028-1051

Alexander Chaudhry, Carrie Heilman and P. B. Seetharaman

Unveiling the power of video sentiment analysis for predicting advertising effectiveness: exploratory research on femvertising pp. 1052-1065

Nicolas Hamelin, Ramy A. Rahimi, Sivapriya Balaji, Irina Pismennaya, Nhat Quang Bui and Hong Anh Ta

AI technologies in the analysis of visual advertising messages: survey and application pp. 1066-1089

Larisa Sharakhina, Irina Ilyina, Dmitrii Kaplun, Tatiana Teor and Valeria Kulibanova

Mapping borrowers’ and lenders’ interactions according to their dark financial profiles pp. 1090-1104

Olivier Mesly and Hareesh Mavoori

Volume 12, issue 3, 2024

Who owns the knowledge? The commodification of academic research pp. 471-472

Maria Petrescu and Anjala S. Krishen

When does word of mouth versus marketing drive brand performance most? pp. 473-491

S. Cem Bahadir and Koen Pauwels

An investigation of selected UTAUT constructs and consumption values of Gen Z and Gen X for mobile banking services and behavioral intentions to facilitate the adoption of mobile apps pp. 492-522

Konstantinos Dendrinos and George Spais

The impact of perceived social media interactivity on brand trust. The mediating role of perceived social media agility and the moderating role of brand value pp. 523-536

Sıddık Bozkurt, David Gligor, Serhat Ozer, Serap Sarp and Rajesh Srivastava

How do line extensions impact brand sales? The role of feature similarity and brand architecture pp. 537-550

Burcu Sezen, Koen Pauwels and Berk Ataman

Twitter-patter: how social media drives foot traffic to retail stores pp. 551-569

Thomas J. Weinandy, Kuanchin Chen, Susan Pozo and Michael Ryan

Understanding the real-time interaction between middle-aged consumers and online experts based on the COM-B model pp. 570-582

Lifu Li and Kyeong Kang

The mediating effect of consumers’ perceived ethicality in the relationship between consumer cynicism/material values and affective commitment pp. 583-598

Cagla Pinar Utkutug

Performance analysis of social media platforms: evidence of digital marketing pp. 599-610

Roger Silva Wegner, Deoclécio Junior Cardoso Silva, Claudimar Pereira Veiga, Vania Fátima Barros Estivalete, Vanessa Piovesan Rossato and Michel Barboza Malheiros

How music listening preferences play a role in casino showroom offers pp. 611-623

Mark Legg and Apostolos Ampountolas

A comprehensive multi-country study of country-of-origin effects using actual product ownerships pp. 624-638

Yener Kandogan

Assessing the impact of perceived social media usefulness on Indian millennials’ online booking decision pp. 639-655

Amit Tariyal, Swati Bisht, Santanu Roy and Gaurav Chopra

Machine learning for product choice prediction pp. 656-667

Josué Martínez-Garmendia

A closer look at customer experience with bundle telecommunication services and its impacts on satisfaction and switching intention pp. 668-686

Hugo Ribeiro, Belém Barbosa, António C. Moreira and Ricardo Rodrigues

The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions pp. 687-700

Marina Proença and Tomas Sparano Martins

An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness pp. 701-716

Lifu Li, Yafei Feng and Anqi Zhao

Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation pp. 717-733

Mariia Bordian, Irene Gil-Saura, Gloria Berenguer-Contri, María-Eugenia Ruiz-Molina and Antonio Marín-García

Correction to: Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation pp. 734-734

Mariia Bordian, Irene Gil-Saura, Gloria Berenguer-Contri, María-Eugenia Ruiz-Molina and Antonio Marín-García

Bayesian analysis of experimental and observational data: a review and illustration of the BANOVA R package pp. 735-742

Michel Wedel, Chen Dong and Anna Kopyakova

Volume 12, issue 2, 2024

Teaching academia and inspiring analytics educators pp. 111-112

Laura Munoz and Rich Miller

Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater pp. 113-125

Ali Kara, John E. Spillan and Christine Bell

Analytics for all marketing majors: sparking interest in the uninterested pp. 126-141

Rebecca Dingus, Hulda G. Black and Nicole A. Flink

Integrating AI-driven marketing analytics techniques into the classroom: pedagogical strategies for enhancing student engagement and future business success pp. 142-168

Kamaal Allil

Ready, set, go! Deploying the social listening stoplight activity to teach marketing analytics using qualitative techniques pp. 169-181

Morgan M. Bryant, Jen Riley, Tiffanie Turner-Henderson and Dexter Purnell

Rethinking the role of educators in the 21st century: navigating globalization, technology, and pandemics pp. 182-197

Ramy A. Rahimi and Grace S. Oh

A scaffolded learning approach to increasing student comfort with Microsoft Excel pp. 198-208

Danny Weathers and Scott D. Swain

Teaching marketing analytics: a pricing case study for quantitative and substantive marketing skills pp. 209-226

Bernd Skiera and Lukas Jürgensmeier

Expanding data literacy to include data preparation: building a sound marketing analytics foundation pp. 227-234

Sidney Anderson

Data-driven budget allocation of retail media by ad product, funnel metric, and brand size pp. 235-249

Vivian Qin, Koen Pauwels and Bobby Zhou

Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping pp. 250-263

Lifu Li, Kyeong Kang, Yafei Feng and Anqi Zhao

Different ethnicities with different fashion preferences, or one nationality with similar fashion preferences? pp. 264-274

Sookhyun Kim

Determinants of smartphone brand switching intention of consumers in Hong Kong pp. 275-289

Mark Ng, Monica Law and Ka-fu Kevin Lin

Helpful advertising messages reach consumers through user-generated videos: an empirical study from the audience involvement perspective pp. 290-306

Junpeng Guo, Siyuan Gou and Wenhua Li

Engaging in customer citizenship behaviours to predict customer lifetime value pp. 307-320

José-Ramón Segarra-Moliner and Miguel-Ángel Moliner-Tena

From data acquisition to validation: a complete workflow for predicting individual customer lifetime value pp. 321-341

Dongyun Nie, Michael Scriney, Xiaoning Liang and Mark Roantree

Targeting effectiveness of mobile coupons: from exposure to purchase pp. 342-354

Wujin Chu and Jaewoo Joo

Challenging the linearity assumption of intra-brand image confusion pp. 355-374

Malek Simon Grimm and Ralf Wagner

Brand valuation: how convergent (or divergent) are global brand rankings and how correlated is brand value to enterprise value? pp. 375-389

Lindberg Leite

Consumer complaint intentions: the impact of general and specific self-confidence pp. 390-410

Emrah Oney and Iman Aghaei

Including “touch-and-feel” in online consumer research: optimizing information gain given costs of data online versus in-person pp. 411-416

Brooks Oppenheimer

Distributed lags using elastic-net regularization for market response models: focus on predictive and explanatory capacity pp. 417-435

Andrés Martínez, Alfonso Salafranca, Ana E. Sipols, Clara Simon Blas and Daniel Hengel

A statistical method for estimating piecewise linear sales trends pp. 436-444

Taku Moriyama, Masashi Kuwano and Masahito Nakayama

Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance pp. 445-464

Mohamed H. Elsharnouby, Tamer H. Elsharnouby, Chanaka Jayawardhena and Alaa M. Elbedweihy

Marketing analytics with RStudio: a software review pp. 465-470

David Dege and Philipp Brüggemann

Volume 12, issue 1, 2024

Advanced marketing analytics using partial least squares structural equation modeling (PLS-SEM) pp. 1-5

Marko Sarstedt and Yide Liu

Does culture matter? Corporate reputation and sustainable satisfaction in the Chinese and German banking sector pp. 6-24

Svenja Damberg, Yide Liu and Christian M. Ringle

Understanding travel apps usage intention: findings from PLS and NCA pp. 25-41

Pinaz Tiwari, Rahul Pratap Singh Kaurav and Kian Yeik Koay

I will buy virtual goods if I like them: a hybrid PLS-SEM-artificial neural network (ANN) analytical approach pp. 42-70

Nadjim Mkedder and Fatma Zeynep Özata

Does privacy still matter in smart technology experience? A conditional mediation analysis pp. 71-86

Jennifer Yee-Shan Chang, Rupam Konar, Jun-Hwa Cheah and Xin-Jean Lim

Quantifying uncertainty in PLS-SEM-based mediation analyses pp. 87-96

Marko Sarstedt and Ovidiu-Ioan Moisescu

Reviewing the SmartPLS 4 software: the latest features and enhancements pp. 97-107

Jun-Hwa Cheah (Jacky), Francesca Magno and Fabio Cassia

Review of advanced issues in partial least squares structural equation modeling (second edition) pp. 108-109

John T. Gironda