Journal of Research in Interactive Marketing: Volume 17 Issue 2

“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions

Nicky Chang Bi, Ruonan Zhang

Influencer marketing is a newer interactive marketing model that has attracted the attention of scholars and marketers. The study aimed to examine the mediation role of influencer…

Drivers of satisfaction and usage continuance in e-grocery retailing: a collaborative design supported perspective

Amresh Kumar, Pallab Sikdar, Manali Gupta, Pratibha Singh, Neena Sinha

The purpose of the study is to identify the key antecedents relating to the interaction design of the e-groceryretail mobile applications and offer innovative marketing…

Predicting value cocreation behavior in social media via integrating uses and gratifications paradigm and theory of planned behavior

Arash H. Zadeh, Maryam Farhang, Mohammadali Zolfagharian, Charles F. Hofacker

This research (1) investigates value cocreation behavior and the underlying activities on social media; (2) examines the motivational values and psychological predictors of…

Native advertising relevance effects and the moderating role of attitudes toward social networking sites

Hye Jin Yoon, Yan Huang, Mark Yi-Cheon Yim

Native advertising on social media continues to be a popular ad placement for marketers. With native ad-content relevance in need of further exploration regarding individual…

From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing

Weng Marc Lim, Satish Kumar, Nitesh Pandey, Tareq Rasul, Vidhu Gaur

This study aims to present a retrospective of the Journal of Research in Interactive Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM's…

Promoting smart wearable devices in the health-AI market: the role of health consciousness and privacy protection

Yanting Zhu, Yaobin Lu, Sumeet Gupta, Jinqiang Wang, Peng Hu

Consumers interacting with smart wearable devices is on the rise in the current health-AI market, which offers a great opportunity for companies to execute interactive marketing…

Enhancing brick-and-mortar store shopping experience with an augmented reality shopping assistant application using personalized recommendations and explainable artificial intelligence

Robert Zimmermann, Daniel Mora, Douglas Cirqueira, Markus Helfert, Marija Bezbradica, Dirk Werth, Wolfgang Jonas Weitzl, René Riedl, Andreas Auinger

The transition to omnichannel retail is the recognized future of retail, which uses digital technologies (e.g. augmented reality shopping assistants) to enhance the customer…

Using personalization for cause-related marketing beyond compassion fade on social media

Jihye Kim, Minseong Kim

In light of the increasing occurrences of social issues and natural disasters, the number of people who need financial assistance is also growing. Using the compassion fade…

The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness

Li Gao, Gang Li, Fusheng Tsai, Chen Gao, Mengjiao Zhu, Xiaopian Qu

This article analyzes the effects of artificial intelligence (AI) stimuli on customer engagement as well as on value co-creation. The moderating role played by customer ability…