Interactive Marketing: Attribution Theory, Social Behavior Theories, Mass Communication Theories

This document discusses the impacts of virtual communities, mobile marketing acceptance, and social media on interactive marketing. It explores the role of trust, bloggers, and mass media in influencing consumer behavior. The articles analyzed include 'Cultivating Trust and Harvesting Value in Virtual Communities', 'Consumers Un-tethered: A Three-Market Empirical Study of Consumers' Mobile Marketing Acceptance', 'Involvement Theory in Constructing Bloggers' Intention to Purchase Travel Products', 'Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising', 'Following the Fashionable Friend: The Power of Social Media', and 'Digital and Social Media Marketing Usage in B2B Industrial Section'.

Interactive marketing
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A) Attribution theory.
Article 1 and 2
The first article is cultivating trust and harvesting value in virtual communities. Management
Science, 54(1), 113–128.The authors of the article are Porter, C. E., and Donthu, N. The article
was published in 2008. It analyses the impacts of firms in cultivating the trust and harvesting
value of the firm by use of virtual communities they sponsor. This shows that the article
analyzed the importance of trust the firm should receive from customers. The article indicates
how many communities have launched a virtual community for their customers in the
marketplace. Basically, the issue of virtual communities opts to increase profits and increased
sharing of information in the market place (Christodoulides, Jevons & Bonhomme, 2012). There
is a guide showing how the success of the business is achieved. The first guideline on the
procedure shows how scholars succeed in explaining what the virtual community is. Porter and
Donthu 2008 have described a virtual community as a characteristic that is associated with the
virtual transaction. For instance, they argue that virtual community comprises of individuals
who continuously develop governmental policies, share ideas and values and those who maintain
or shows reciprocity in the society (Bonhomme, 2012). The article is relevant to the attribution
theory (De Vries, Gensler & Leeflang, 2012).
The second article is Consumers un-tethered: A three-market empirical study of consumers'
mobile marketing acceptance. Journal of Business Research, 66(12), 2536-2544.The authors of
the article are Gao, T. T., Rohm, A. J., Sultan, F., & Pagani, M. The article was published in
(2013).It emphasizes that support for customers by the company will determine the success of
the business in the marketplace. The authors tries to develop a suitable integrative conceptual
model that will determine consumers’ attitude and also the entire behavior towards mobile

marketing. The article tend to differ from first article since concentrates more on customers
satisfaction than the first which is more on sponsoring the virtual community (Gao, Rohm,
Sultan & Pagani, 2013).
Conclusion
To sum up, the two articles has clearly indicated a research work which compares the impacts
customers to the firm. The results indicate that trust also motivates the deeper parts of the firm.
The overall conclusion was that firms always have opportunities to cultivate the valuable
outcomes form the virtual communities and active consumers by using trust-based relationships
with customers in the marketplace (Eberle, Berens & Li, 2013).
B) Social behavior theories
Article 3 and 4
The third article is Involvement theory in constructing bloggers' intention to purchase travel
products. Tourism Management, 31(4), 513–526.The authors of the article are Huang, C. Y.,
Chou, C. J., & Lin, P. C. The article was published on (2010).The aim of the article is to analyze
the increased role among the travel bloggers, the effects of advertisements form the blog
messages and intention of bloggers to product purchase and the travel products. Different
scholars have tried to explain the word blogger whereby bloggers in marketplace covers a wide
scope of interest. Most of the times the bloggers devote themselves to the firm or business advert
more than any other form of advertisement. Therefore blogger is now becoming the most
appropriate way of influencing new market power. In most of the times, a blog is defined as the
website with a personal journal that contains reflections, hyperlinks, and comments that are
provided by the writer or designer of the blog. Generally, blogs have a similar feature like those

of the internet. Some of the features include the low set up costs in the blog, no limitations on the
time and also ease of entry (Hennig-Thurau, Hofacker & Bloching, 2013). In addition, the article
has described the involvement theory which forms the basis for social behavioral theories in our
study.
The fourth article is Attitude toward the viral ad: Expanding traditional advertising models to
interactive advertising. Journal of Interactive Marketing, 27(1), 36-46. The authors of the article
are Huang, J., Su, S., Zhou, L., & Liu, X. The article was published on (2013).
The article emphasizes on the major models of the theory. The models differentiate the
involvement theory form other theories we have. The three models of involvement theory are the
involvement of conceptual and methodological perspectives, there is involvement
conceptualizing model and lastly the involvement conceptualizing and measuring model. All the
models are examined and used to explain consumer behavior (Huang et al., 2013). The overall
impact is to analyze the advertising effects on consumers. The issue is understanding how
bloggers impacts consumer behavior in general. This show that involvement theory has raised
concern on the advertising domains in different business-related fields in our society's difference
associated with this theory is that it is characterized by the three models.
Conclusion
The results obtained from the researchers accounted for what was hypothesized. The third article
argues on the role of bloggers to customer behavior while the fourth article considers the models
of the theory which determines the behavior of customers. The two articles indicates that use of
blogs is an influential factor that adds intention on the purchase (Järvinen et al., 2012).
C).Mass communication theories

Article 5 and 6.
The 5th article is following the fashionable friend: The power of social media. Journal of
Advertising Research, 51(1), 313–320.The authors include Colliander, J., & Dahlén, M. It was
first published on (2011).The purpose of the article was to investigate and compare the effects of
brand publicity in both social and traditional digital media. The article indicates that the majority
of studies always considers the use of social media as an interactive communication that provides
the relationship between customers and the company. Colliander and Dahlén (2011) have clearly
identified the role of social media channels to the innovation process in our businesses.
Generally, advertisement by use of blogs may contribute to formalizing blogs thus making them
attractive. This enhances the professionalization process although sometimes it may threaten the
authenticity thus making the fashion to be attractive and presentable in the first phase.
The 6th article is Digital and social media marketing usage in B2B industrial section. Marketing
Management Journal, 22(2), 40-57.Some of the authors are Järvinen, J., Tollinen, A., Karjaluoto,
H., & Jayawardhena, C. It was published in (2012).The article shows how company fosters
relationship with consumers. The overall relationship illustrated by the customers through se of
mass media determines the success of organization. It also accounts for bloggers always gain
credibility since they utilize the authenticity and also they experience the based personal taste
from the commercial interests. On another hand, the article shows how readers expect
transparency and honesty when it comes to matters related to commercial liaisons (Moore,
2012).The only difference we have in this theory is that bloggers here lacks the ethics and
therefore the bloggers' post are easily mixed thus challenging the work of magazines, fashion
commercial centers and also the work of designers. In addition, the article gives a clear similarity
to account the importance of media. From customer based point of view, one realizes that social

media has made everything simple by enhancing communication and sharing of ideas. For
instance, we cannot compare the concept of brand policy by use of blogs with the traditional
media which uses magazines and newspapers. Also, the article has analyzed the attitude toward
bloggers which induces impacts the purchase intention (Watson, McCarthy & Rowley, 2013).
Conclusion
In general, the 5th article shows that marketers do communicate with billions of people in the
world. The 6th source shows overall relationship illustrated by the customers through use of mass
media .Both articles explains the importance of media to business. This helps in information
exchange an important aspect which should be observed by every business entity.

References
Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative
evidence for change: How user-generated content really affects brands. Journal of
advertising research, 52(1), 53-64.
Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change: How user-
generated content really affects brands. Journal of advertising research, 2(1), 3-6.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages:
An investigation of the effects of social media marketing. Journal of interactive
marketing, 26(2), 83-91.
Eberle, D., Berens, G., & Li, T. (2013). The impact of interactive corporate social responsibility
communication on corporate reputation. Journal of business ethics, 118(4), 731-746.
Gao, T. T., Rohm, A. J., Sultan, F., & Pagani, M. (2013). Consumers un-tethered: A three-
market empirical study of consumers' mobile marketing acceptance. Journal of Business
Research, 66(12), 2536-2544.
Hennig-Thurau, T., Hofacker, C. F., & Bloching, B. (2013). Marketing the pinball way:
understanding how social media change the generation of value for consumers and
companies. Journal of Interactive Marketing, 27(4), 237-241.
Huang, J., Su, S., Zhou, L., & Liu, X. (2013). Attitude toward the viral ad: Expanding traditional
advertising models to interactive advertising. Journal of Interactive Marketing, 27(1), 36-
46.

Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). Digital and social media
marketing usage in B2B industrial section. Marketing Management Journal, 22(2), 40-
57.
Moore, M. (2012). Interactive media usage among millennial consumers. Journal of Consumer
Marketing, 29(6), 436-444.
Watson, C., McCarthy, J., & Rowley, J. (2013). Consumer attitudes towards mobile marketing in
the smart phone era. International Journal of Information Management, 33(5), 840-849.