All Outputs (3)

Uncovering psychological gratifications affecting social media utilization : a multiblock hierarchical analysis (2018)
Journal Article
Zolkepli, I., Kamarulzaman, Y., & Kitchen, P. (2018). Uncovering psychological gratifications affecting social media utilization : a multiblock hierarchical analysis. Journal of Marketing Theory and Practice, 26(4), 412-430. https://doi.org/10.1080/10696679.2018.1489730

The purpose of this study is to examine internet users’ experience and gratifications of social media, which affect the utilization of the medium. The research model was developed in hierarchical multiblock, which consists of three key psychological... Read More about Uncovering psychological gratifications affecting social media utilization : a multiblock hierarchical analysis.

The effects of gamified customer benefits and characteristics on behavioral engagement and purchase : evidence from mobile exercise application uses (2018)
Journal Article
Jang, S., Kitchen, P., & Kim, J. (2018). The effects of gamified customer benefits and characteristics on behavioral engagement and purchase : evidence from mobile exercise application uses. Journal of Business Research, 92, 250-259. https://doi.org/10.1016/j.jbusres.2018.07.056

This study investigates how gamified customer benefits (epistemic, social integrative, and personal integrative) and customer characteristics (age and experience) influence marketing outcomes, behavioral engagement and purchase, in exercise context.... Read More about The effects of gamified customer benefits and characteristics on behavioral engagement and purchase : evidence from mobile exercise application uses.

Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking (2018)
Journal Article
Proctor, T., & Kitchen, P. (2019). Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking. Journal of Strategic Marketing, 27(5), 373-387. https://doi.org/10.1080/0965254x.2018.1430059

The paper examines the use of advertising and celebrity endorsement in promoting wristwatches from the beginning of the 20th century up until today. It shows a progression from simple informational advertisements stressing the technical, aesthetic an... Read More about Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking.