Journal of Research in Interactive Marketing: Volume 17 Issue 4

How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions

Zhen Huang, Yidan Zhu, Andy Hao, Jia Deng

This paper aims to examine the relationship between social presence and consumer purchase intention in the context of livestreaming commerce and test the mediating role of…

Early backers' social and geographic influences on the success of crowdfunding

Zecong Ma

While crowdfunding provides a novel method for entrepreneurs and startups to raise funding from consumers, a high percentage of crowdfunding projects fail to achieve their funding…

What you see is what you get: assessing in-game advertising effectiveness

Mawra Hussain, Talat Islam, Saif Ur Rehman

This study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers' purchase intentions. Specifically, this study aims to explore the…

Digital consumer engagement: examining the impact of native advertising exposure in a social network

Kristen L. Sussman, Laura F. Bright, Gary B. Wilcox

The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing…

Value co-creation through branded apps: enhancing perceived quality and brand loyalty

Trang Tran, David G. Taylor, Chao Wen

Branded applications (apps) are increasingly important in marketers' omnichannel strategies. They have not only changed the way customers purchase but also changed the way how…

Strengthening consumer–brand relationships through avatars

Mohamed H. Elsharnouby, Chanaka Jayawardhena, Hongfei Liu, Alaa M. Elbedweihy

Avatars have become increasingly prevalent on brand websites, yet their impact on consumers' use of these sites remains underexplored. The current study focuses on avatars, which…

The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory

Keshan (Sara) Wei

In the present world of constant connectivity, the barrage system, as a system of real-time dynamic comments coupled with video content, has become a popular interactive system…

AI-powered touch points in the customer journey: a systematic literature review and research agenda

Ai-Zhong He, Yu Zhang

Various consumer-facing artificial intelligence (AI) applications are used to interact with consumers at all purchase stages, and related research has sharply increased. This…