All Outputs (3)

Investigating the Effectiveness of Virtual Influencers in Prosocial Marketing (2024)
Journal Article
Igarashi, R., Bhoumik, K., & Thompson, J. (in press). Investigating the Effectiveness of Virtual Influencers in Prosocial Marketing. Psychology and Marketing, https://doi.org/10.1002/mar.22031

Heeding the rising popularity of virtual influencers on social media, many established brands are beginning to collaborate with them. Although virtual influencers are perceived as novel and exciting, their effectiveness in different areas of consumer... Read More about Investigating the Effectiveness of Virtual Influencers in Prosocial Marketing.

Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth (2024)
Journal Article
Dao, H. M., Bhoumik, K., & Igarashi, R. (online). Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth. Journal of Interactive Marketing, https://doi.org/10.1177/10949968241227923

Consumers often purchase new products based on online reviews and recommendations from both friends and strangers. Previous studies have extensively explored the effects of word of mouth (WOM) on the prepurchase stage, but little is known about wheth... Read More about Whether and How Prepurchase Word of Mouth Affects Postpurchase Word of Mouth.

Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being (2022)
Journal Article
Adeniji, J., & Igarashi, R. (2022). Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being. Journal of International Marketing, 30(3), 83-89. https://doi.org/10.1177/1069031x221103847

Multinational enterprises’ increased dependence on work-enabling technologies to manage global operations may contribute to foreign subsidiary employees’ techno-stress (i.e., stress from interacting with technology). However, techno-stress may have e... Read More about Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being.