Marketing Research

In this subdiscipline: 7,474 papers
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Popular papers

  1. In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator…
  2. Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the "Big Five" dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer…
  3. Our possessions are a major contributor to and reflection of our identities. A variety of evidence is presented supporting this simple and compelling premise. Related streams of research are identified and drawn upon in developing this concept and…
  4. Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms-such as content sharing sites, blogs, social…
  5. Analysis of social networks is suggested as a tool for linking micro and macro levels of sociological theory. The procedure is illustrated by elaboration of the macro implications of one aspect of small-scale interaction: the strength of dyadic…

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