Journal of Research in Interactive Marketing
Issue(s) available: 59 – From Volume: 4 Issue: 1, to Volume: 18 Issue: 2
Volume 18
Volume 12
Volume 11
Volume 10
Volume 9
Volume 8
Volume 6
The influence of spokesperson choice and product newness on consumer purchase intention
Fu Liu, Haiying Wei, Zhaoyang Sun, Zhenzhong Zhu, Haipeng (Allan) ChenThis study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual…
AI-driven technology and privacy: the value of social media responsibility
Kristen L. Walker, George R. MilneThe authors argue that privacy is integral to the well-being of consumers and an essential component in not only corporate social responsibility (CSR) but what they term uniquely…
Building brand loyalty through value co-creation practices in brand communities: the role of affective commitment and psychological brand ownership
Zhengpei Wang, Xue YangThe development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value…
The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach
Ying Zhou, Yuqiang Zhang, Fumitaka Furuoka, Sameer KumarSocial commerce (s-commerce) has gained widespread popularity as a social platform where customers engage in resource-sharing activities such as information exchange…
Resonance or resistance? The dual impact of green brand ritual on customer engagement behavior
Rui Guo, Jingxian Wang, Min Zhou, Zixia Cao, Lan Tao, Yang Luo, Wei Zhang, Jiajia ChenThe study aims to examine how different types of green brand ritual (GBR) influence customer engagement behavior and the mediation mechanisms and boundary conditions of the…
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection
Inma Rodríguez-Ardura, Antoni Meseguer-Artola, Doaa Herzallah, Qian FuThere is an ongoing challenge to map the efficacy of e-retailing strategies in building both value co-creation opportunities for online customers and customer value for companies…
Understanding the effects of firms' unresponsiveness on social media toward customer feedback on customers' engagement: the impact of ethnicity
Sıddık Bozkurt, David Gligor, Linda D. Hollebeek, Cameron SumlinThis article explores how firms' unresponsiveness to Black customer feedback influences Black (vs. White) customers' perceived firm-based discrimination and brand engagement.
The impact of brand connectedness on consumer engagement behavior in the social media brand community
Gongli Luo, Junying Hao, He MaTriggered by the extensive use of social media brand communities (SMBCs) in interactive marketing, this article aims to explore how brand connectedness (BC) affects consumer…
Decoding individual motivations and responses to misinformation: insights from thematic analysis
Anubhav Mishra, Nishtha Malik, Anuja ShuklaThis research aims to explores consumers' motives and attitudes toward misinformation (fake reviews), its characteristics and its impact on individuals, brands and firms.
From pixels to engagement: examining the impact of image resolution in cause-related marketing on Instagram
Sann RyuThis study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement.
Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love
Rania B. Mostafa, Mohamed Sobhy TemerakThis paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically…
Negative online brand engagement: conceptualisation, scale development and validation
Xinyu Dong, Cleopatra Veloutsou, Anna Morgan-ThomasNegative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is…
Just enough unless my community needs more! The necessity shopper scale and the mediating effect of connectedness on buying more
Stephen Bok, James Shum, Maria LeeConsumer choice theory (CCT) and the law of diminishing marginal utility help to explain shoppers that value less and prioritize needs. Additional units provide a marginal return…
Untouchable them: the effect of chatbot gender on angry customers
Shichang Liang, Rulan Li, Bin Lan, Yuxuan Chu, Min Zhang, Li LiThis study explores how chatbot gender and symbolic service recovery may improve the satisfaction of angry customers in the context of service failures. It provides a strategy for…
Virtual influencers and corporate reputation: from marketing game to empirical analysis
Baogui Xin, Yaru Hao, Lei XieThis study delves into how corporations make decisions about influencer marketing. Specifically, it examines the differences between human influencers, who carry the risk of…
The pathways of increasing online celebrity brand equity and followers' hotel booking intention: a serial multiple mediation model
Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong, Phuong Thi Kim TranFrom a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to…
Tweeting for change: social media narratives for sustainable service
Anjala S. Krishen, Jesse L. Barnes, Maria Petrescu, Shaheena Janjuha-JivrajThis interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness…
How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment
Zhucheng ShaoAiming to address the problem in which practitioners mindlessly prioritise the reputation of social media influencers (SMIs) over ensuring proper congruence between the…
Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory
Jung-Kuei Hsieh, Sushant KumarThe purpose of this paper addresses the issue of inconsistent findings regarding the impact of consumers' need for touch (NFT) on webrooming behavior. It investigates the…
Does the verified badge of social media matter? The perspective of trust transfer theory
Chien Hsiang Liao, Jung-Kuei Hsieh, Sushant KumarOn Instagram, a verified badge (a blue checkmark) is used to confirm the authenticity of influencers' accounts for consumers. Yet, it is unclear whether followers trust the badge…
“I can't look at you while talking!” – fear of missing out and smartphone addiction as predictors of consumer's phubbing behavior
Justin Paul, Parul Manchanda, Nupur Arora, Aanchal AggarwalSmartphones have become a vital element of daily life and because of this ongoing reliance, consumer' attention is drawn to online platforms, which may harm societal…
The role of gender-identity congruity in cross-gender endorsement in the context of live streaming
Xiang Chen, Shuojia Guo, Shuhua HanThis paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the…
Can the humanisation of smart home speakers improve user's attitude towards covert information collection?
Natalia Lavado-Nalvaiz, Laura Lucia-Palacios, Raúl Pérez-LópezThis paper analyses whether the humanisation of smart home speakers can improve users' attitudes towards covert information collection. Additionally, it examines the direct and…
From screen to cart: how influencers drive impulsive buying in livestreaming commerce?
Xinyu Ma, Eugene Cheng-Xi Aw, Raffaele FilieriThe recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the…
From tech to touch: self-concept and testimonials in AR try-on versus website
Aihoor Aleem, Sandra Maria Correia Loureiro, Jéssica MartinhoOne of the main challenges that brands face is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze consumers' self-concept…
The influence of service provider's role overload on value co-creation behavior in the sharing economy: a mediated moderation model
Linhao Han, Tao Wang, Yu Jia, Yinger Ye, Tianyuan Liu, Jiayu LvThis study investigates how role overload in the sharing economy leads to emotional exhaustion, which restricts value co-creation activity, and also investigates the moderating…
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing
Chunhua Sun, Chenhui Ye, Changdan Li, Yezheng LiuIn the online marketing context, virtual reality (VR) has been used to display products and shopping environment, which effectively enhances the consumer experience. VR technology…
CEO vs. celebrity: the effect of streamer types on consumer engagement in brands' self-built live-streaming
Keshan (Sara) Wei, Wanyu XiWith the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the…
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies
Hoang Tran Phuoc Mai Le, Jungkun Park, Trang Thi Nguyen, Jeewoo YunThe study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose…
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity
Suha Fouad Salem, Alshaimaa Bahgat Alanadoly, Mohammed Ali Bait Ali SulaimanThis study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity…
Meme marketing on social media: the role of informational cues of brand memes in shaping consumers' brand relationship
Yung-Cheng Shen, Crystal T. Lee, Wen-Ya LinThe proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic…
Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature
Diem-Trang Vo, Nguyen Quynh Mai, Long TV Nguyen, Nguyen Hoang Thuan, Duy Dang-Pham, Ai-Phuong HoangThe role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side…
Voice-activated personal assistants and privacy concerns: a Twitter analysis
Miriam Alzate, Marta Arce Urriza, Monica CortiñasThis study aims to understand the extent of privacy concerns regarding voice-activated personal assistants (VAPAs) on Twitter. It investigates three key areas: (1) the effect of…
How do consumers interact with social media influencers in extraordinary times?
Natalya Saldanha, Rajendra Mulye, Arnold JaputraConsumers are increasingly spending more time on social media platforms to cope with anxiety and loneliness resulting from the recent pandemic. The extraordinary times…
Money matters? Effect of reward types on customers' review behaviors
Yajun Zhang, Yongge Niu, Zhi Chen, Xiaoyu Deng, Banggang Wu, Yali ChenOnline retailers are pioneering the incentivization of customers to generate more product reviews by rewarding them. However, little is known about the impact of reward types on…
Physical or digital media: the mediating role of psychological ownership
Rusty Stough, Christian GrahamAccess to media is more available now than ever before, both physically and digitally. This study was used to investigate the underlying personality traits that influence the…
Effects of relational embeddedness on users’ intention to participate in value co-creation of social e-commerce platforms
Liang Xiao, Jiawei Wang, Xinyu WeiValue co-creation (VCC) helps platforms establish competitive advantages. Unlike their traditional counterparts, social attribute is a key concept of social e-commerce platforms…
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience
Miguel Angel Moliner, Vicent Tortosa-EdoThe objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers'…
The effects of live comments and advertisements on social media engagement: application to short-form online video
Xiaodan Zhang, Zhanbo Zhao, Kui WangThis study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms…
ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang
Further Information
