Journal of Research in Interactive Marketing: Volume 16 Issue 3

Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement

Doaa Fathy, Mohamed H. Elsharnouby, Ehab AbouAish

Customer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased…

“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers

Thi Cam Tu Dinh, Yoonjae Lee

As social media use rises, the impact of social media influencers on customer buying decisions increases, due to customers viewing influencers as ideal role models who they try to…

Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products

Ernest Emeka Izogo, Mercy Mpinganjira

Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media…

Is my design better? A co-creation perspective for online fashion design

Hao Zhang, Zengguang Ma

Value co-creation is known to increase innovation, but it can backfire under certain conditions. The purpose of this study is to investigate co-creation activities for their…

How interaction experience enhances customer engagement in smart speaker devices? The moderation of gendered voice and product smartness

Yu Hsin Chen, Ching-Jui Keng, Ye-Li Chen

With the advancements of Internet of Things (IoT) and artificial intelligence (AI) in recent years, smart objects (SOs) have been widely applied in the lives of consumers to…

Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application

Fernanda Polli Leite, Paulo de Paula Baptista

This study develops and validates a scale to measure social media influencers' intimate self-disclosure (SMIs' ISD), by accessing consumer perceptions of the intimacy levels of…

Do sensory reviews make more sense? The mediation of objective perception in online review helpfulness

Alberto Lopez, Ricardo Garza

Do consumers rate reviews describing other consumers' sensory experience of a product (touch, smell, sight, hear and taste) as helpful or do they rate reviews describing more…

In-store interactive advertising screens: the effect of interactivity on impulse buying explained by self-agency

Anne Moes, Marieke Fransen, Bob Fennis, Tibert Verhagen, Harry van Vliet

Physical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers…