Journal of Research in Interactive Marketing: Volume 12 Issue 3

Differential effects of omni-channel touchpoints and digital behaviors on digital natives’ social cause engagement

Andrew J. Dahl, Anthony M. D’Alessandro, James W. Peltier, Eric L. Swan

Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals…

Narrative persuasion in social media: an empirical study of luxury brand advertising

Ran Huang, Sejin Ha, Sun-Hwa Kim

This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are to…

Mavenism and e-maven propensity: antecedents, mediators and transferability

William Darley, Jeen-Su Lim

Using social cognitive theory as a theoretical backdrop, this paper aims to investigate antecedents and mediators of e-maven propensity and evaluates the transferability of…

Influence of consumers’ perceived risk on consumers’ online purchase intention

Shaizatulaqma Kamalul Ariffin, Thenmoli Mohan, Yen-Nee Goh

This paper aims to examine the relationship between six factors of consumers’ perceived risk and consumers’ online purchase intentions. In particular, this study will examine the…

Mobile banking and AI-enabled mobile banking: The differential effects of technological and non-technological factors on digital natives’ perceptions and behavior

Elizabeth Manser Payne, James W. Peltier, Victor A. Barger

The rapid growth of technology, including artificial intelligence (AI), in the banking industry has played a disrupting role in traditional banking channels. This study aims to…

On the contrasting strategic impact of online customer reviews for niche and mainstream organizations: Evidence from US higher education

Jake David Hoskins, Benton A. Brown

A significant body of extant empirical evidence has shown that online customer reviews (OCRs) are important in driving organizational performance outcomes. However, it is posited…

Why did I buy this?: The effect of WOM and online reviews on post purchase attribution for product outcomes

Stephanie Jacobsen

This paper aims to develop a link between word-of-mouth and attribution of credit or blame following a purchase. Attribution is important because it can affect repurchase…