Recent Selected Research Publications

Wang, Emma Junhong; Pierre R Berthon, and Joby John, (2026), “The refined interaction value framework: advancing value co-creation in human–AI service systems in the AI-era,” Journal of Services Marketing, (forthcoming) https://doi.org/10.1108/JSM-12-2025-0888

Slepchuk, Alec N., and Joby John, (2025), “Exploring Perceptions of AI in the Marketing Classroom: A Stimuli-Organism-Response Framework,” Marketing Education Review, 35 (4), 280-288.

Thakur, Ramendra and Joby John, (2024), “A two-country study of bloggers’ social relational benefits and socialization motivation: an online influencer perspective” Internet Research. https://doi.org/10.1108/INTR-04-2024-0556

Thakur, Ramendra and Joby John, (2024), “Toward better customer engagement: The mediating role of cognitive and behavioral trust in search and social media platforms” International Journal of Electronic Commerce, 28 (4), 510-540.

John, Joby and Ramendra Thakur (2023), “Reconceptualizing the Organizational Environment: A Fluid Dynamics Perspective for Turbulence,” International Journal of Organizational Analysis, 32 (5), 928-945. https://doi.org/10.1108/IJOA-01-2023-3590

Mills, Adam and Joby John, (2022), “Revisiting Brand Origin: Expanding the Strategic Portfolio of Brand-Level Attributes,” Journal of Strategic Marketing, 31 (6), 1220-1237. https://doi.org/10.1080/0965254X.2022.2075434

John, Joby and Ramendra Thakur, (2021), “Long Term Effects of Service Adaptations made under Pandemic Conditions: The New ‘Post COVID-19’ Normal,” European Journal of Marketing, 55 (6), 1679-1700.

Mills, Adam and Joby John, (2021), “Brand Stories: Bringing Narrative Theory to Brand Management,” Journal of Strategic Marketing, 33 (1), 35-53. https://doi.org/10.1080/0965254X.2020.1853201.

Ha, Hong-Youl, Joby John, J. Denise John, and Yong-Kyun Chung, (2016), “Temporal Effects of Information from Social Networks on Online Behavior: The Role of Cognitive and Affective Trust,“ Internet Research, Vol. 26 (3), 213-235.