Journal of Research in Interactive Marketing
Issue(s) available: 63 – From Volume: 4 Issue: 1, to Volume: 18 Issue: 6
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The impact of review sentiment complexity on perceived helpfulness: an information overload perspective
Mingli Zhang, Zihan Wei, Yafei LiuThis study investigates how the complexity of sentiment in online reviews affects perceived helpfulness. Analyzed over 730,000 reviews from Tripadvisor.com, the research explores…
Warm for fun, cool for work: the effect of color temperature on users’ attitudes and behaviors toward hedonic vs. utilitarian mobile apps
Arina Volkova, Hyejeung ChoIn the competitive app store environment, understanding how various app store elements influence user preferences is crucial. While prior research has primarily focused on textual…
Revealing consumers’ hedonic buying in social media: the roles of social status recognition, perceived value, immersive engagement and gamified incentives
Zhucheng ShaoThis study aims to explore how social status recognition, perceived value and immersive enjoyment drive attachment to influencers and endorsements, thus triggering consumers’…
Influencer-product attractiveness transference in interactive fashion marketing: the moderated moderating effect of speciesism against AI
Junjun Cheng, Jiaxuan WangFashion marketers are adopting attractive virtual personalities to replace human influencers on social media, but the impact of consumer bias against virtual influencer acceptance…
Unveiling the dynamics that shape online impulse buying behavior
Aastha Kathuria, Apurva BakshiThis study uses self-determination theory (SDT) to investigate the impact of limited-time deals and credit card usage on online impulse buying behavior, with a focus on hedonic…
Does disclosing commercial intention benefit brands? Mediating role of perceived manipulative intent and perceived authenticity in influencer hidden advertising
Pengyi Shen, Xuan Nie, Congcong TongDespite sponsorship disclosure regulations, many influencers circumvent regulations by posting hidden advertising in covert formats. However, the impact of influencer hidden…
How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues
Joon Woo Yoo, Junsung Park, Heejun ParkThis study explores the influence of textual social cues on virtual influencers' perceived attractiveness, homophily and credibility, and their impact on consumers' purchase…
The feeling of being together in the metaverse: the positive influence of copresence on subjective well-being
Do Yuon Kim, Dooyoung Choi, Namhee Yoon, Ha Kyung LeeThe synchronous interactivity in the metaverse afforded copresence, the feeling of being together with other users. Applying the flow theory, this study examines how copresence…
Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses
Edward C.S. KuThis study explores how predictor variables (value congruence and customer–AI-assisted exchanges) lead tourism businesses to meet customer needs through contactless technology and…
It’s the moment of truth: a longitudinal study of touchpoint influence on business-to-business relationships
Jesús Cambra-Fierro, Lia Patrício, Yolanda Polo-Redondo, Andreea TrifuCustomer–provider relationships unfold through multiple touchpoints across different channels. However, some touchpoints are more important than others. Such important touchpoints…
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms
Jingbo Yuan, Bilal Ahmad, Zhilin Yang, Qing YeDrawing on the principal-agent theoretical perspective, we assert that sellers’ opportunism is acknowledged as an essential component that could determine the quality of the…
Functional or social? Effect of bullet screen type on consumers' continuous watching intention in e-commerce live-streaming
Jiaxin Ma, Depeng Zhang, Lihong Fu, Wanli ZhouThe purpose of this study is to investigate the effects of different bullet screen types (functional vs social) on the continuous watching intention of consumers, as well as the…
Consumer interaction and privacy: the impact of in-feed lead generation ads on self-disclosure intention
Bo Guo, Xue Sun, Zhi-bin Jiang, Yuanyuan XuAmidst the growing emphasis on privacy protection, this study aims to investigate how online interaction introduced in Lead Generation Ads (LGAs) affects consumers'…
Understanding how customer interaction drives e-loyalty during returns handling in online retailing
Mingfang Li, Askar Choudhury, Na ZhangThe purpose of this study is to identify the structural determinants of e-returns service interactions, examine their impact on online shoppers' loyalty and propose returns…
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief
Yao Li, Cheng Zhang, Mi ZhouThis study investigates the impact of open branding on consumer brand attitudes, as mediated by brand warmth and brand competence, and moderated by power distance belief.
Optimizing positive goal framing in advertising: differential consumer responses to new product categories
Yixuan Niu, Baolong MaThis research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new…
“Unintended” marketing through influencer vlogs: impacts of interactions, parasocial relationships and perceived influencer credibility on purchase behaviors
Ruonan Zhang, Trinideé Mercado, Nicky Chang BiInfluencers’ vlogs have the potential to impact consumer behaviors through vlog-embedded corporate sponsorship and brand collaborations. However, even without brand involvement…
The communication of sustainability on social media: the role of dialogical communication
Sara Herrada-Lores, Mariola Palazón, M. Ángeles Iniesta-Bonillo, Antonia Estrella-RamónThis research analyses how dialogical communication on social media enhances the effectiveness of sustainability messages in terms of brand engagement and purchase intention…
Unveiling product imagination and decision comfort through personalized virtual try-on: the moderating role of spatial processing perception
Seeun Kim, Hyejune Park, Rachel Esther LimThis study explored the influence of personalized virtual try-on (PVTO) technology on consumer behavior in the apparel industry, focusing on decision comfort. It investigated how…
YouTube influencer marketing through parasocial interaction: a dyadic perspective
Chih-Ping ChenSocial media influencers (SMIs) have become vital components of interactive marketing to promote beauty-endorsed products. However, there are three major research gaps in the…
Mapping content-driven engagement and attitudinal spillover effect of influencer marketing
Imran Anwar Mir, Jari SaloThis study analyzes the indirect (i.e. through brand content engagement-BCE) and direct effects of informative, credible, novel, and aesthetically pleasing attributes of…
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities
Zhucheng ShaoThe rise of virtual streamers in live streaming commerce has gained momentum, driven by the increasing prevalence of human–computer interactivity and artificial intelligence…
Gratitude expression in the sharing economy: a perspective of interactive marketing communication between peer service providers and consumers
Yu Jia, Shuang Gao, Lihua Gao, Jie Gao, Tao WangThe motivation of value co-creation among the multi-actor in sharing economy was an important topic in interactive marketing communication research. This study investigated how…
Achieving close psychological distance and experiential value in the MarTech servicescape: a mindfulness-oriented service perspective
Tseng-Lung Huang, Henry F.L. ChungMarketing Technology (Martech) is the cornerstone of creating digital experiences and interactive marketing, providing consumers with high experiential value. Drawing on the…
Empowerment to commitment: how live-streaming atmosphere and relational bonds drive impulse consumption?
Pu Lai, Eugene Cheng-Xi Aw, Garry Wei-Han TanThis study examines the effects and driving mechanisms of relational bonds (i.e. financial, social, and structural bonds), live-streaming shopping atmosphere factors (i.e…
Decoding digital engagement: a comparative analysis of English and Turkish brand post popularity dynamics on platform X
Altug Tanaltay, Selcen Ozturkcan, Nihat KasapThis research aims to understand the dynamics that drive consumer engagement of multinational brands' social media posts on platform X, formerly known as Twitter. Taking the…
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…
Determinants of relationship termination intentions and their evolution: a two time-lag approach
Tianhao Wen, Hong-Youl HaVertical business-to-business (B2B) relationship models are dynamic and depend on economic and relational constructs. However, it remains unclear how relationship termination…
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…
@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations
Spencer M. RossConspicuously absent from the branding literature is research on the brand-to-brand (Br2Br) interface enabled by social media. The author proposes how networked brands-as-actors…
Fostering charity sport event runners' identification to drive social media interaction and willingness to donate
Supawat MeepromThis study aims to investigate the impact of self-identification with the event role on runners' social media interaction and willingness to donate.
How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective
Jiaxun He, Jingyi Hu, Fan ZhangThe emergence and rapid expansion of social media platforms have transformed the dynamics of consumer–brand communication. While consumer–brand relationship is driven on marketing…
Unveiling the influence of anthropomorphic chatbots on consumer behavioral intentions: evidence from China and Indonesia
Yuling Wei, Jhanghiz Syahrivar, Attila Endre SimayChatbots have been explored as a novel approach to enhancing consumer engagement by delivering more enjoyable, personalized services. This research aims to investigate the…
Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys
José Varela Lopes, Beatriz CasaisThis paper seeks to understand users' perceptions of their experiences in mobile applications (apps) with gamified loyalty programs (GLPs) that use rewards as the primary…
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…
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.
ISSN:
2040-7122e-ISSN:
2040-7130ISSN-L:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang
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