Journal of Research in Interactive Marketing: Volume 14 Issue 3

Imagery makes social media captivating! Aesthetic value in a consumer-as-value-maximizer framework

Muhammad Aljukhadar, Amélie Bériault Poirier, Sylvain Senecal

Social media bring about the imagery of people, places and products. Showing particular success in attracting women and millennials, these media (e.g. Instagram, Snapchat and…

The intentions to use social commerce from social, technology, and personal trait perspectives: analysis of direct, indirect, and moderating effects

Yonathan Dri Handarkho

This study aims to propose a theoretical model to determine factors affecting an individual’s intentions to use social commerce (SC) in generating and sharing information on a…

Fostering brand–consumer interactions in social media: the role of social media uses and gratifications

Yufan Sunny Qin

An increasing number of brands are using algorithms to embed brand-related content to targeted consumers’ social media pages. This paper aims to analyze how do consumers’ motives…