Journal of Research in Interactive Marketing: Volume 15 Issue 1

New frontiers and future directions in interactive marketing: Inaugural Editorial

Cheng Lu Wang

Examining consumer participation on brand microblogs in China: perspectives from elaboration likelihood model, commitment–trust theory and social presence

Zheshi Bao, Dongdong Wang

Brand microblogs have been adopted as a new approach to promote products or services and maintain relationships with consumers for companies, but literature on why consumers are…

Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media

Young Kyu Kim, Mark Yi-Cheon Yim, Eunjin (Anna) Kim, William Reeves

Given that many consumers are skeptical about environmentally based advertising campaigns, the purpose of this study is to propose an optimized message strategy to facilitate…

Flow matters: antecedents and outcomes of flow experience in social search on Instagram

Leslie Cuevas, Jewon Lyu, Heejin Lim

This study aims to identify key motivation factors for consumers’ social search and examine the role of flow in the process. This study assessed how content quality (i.e. visual…

Enhancing the value co-creation process: artificial intelligence and mobile banking service platforms

Elizabeth H. Manser Payne, James Peltier, Victor A. Barger

The purpose of this study is to investigate the relationships that influence the value co-creation process and lead to consumer comfort with artificial intelligence (AI) and…

You absolutely (don’t) need this!examining differences on customer engagement components for (anti)haul youtubers’ videos

Nieves García-de-Frutos, Antonia Estrella-Ramón

This study aims to focus on the content published by social media influencers – i.e. YouTubers – on their YouTube channels. The main purpose of this research is to analyse whether…

The impact of storytelling in creating firm and customer connections in online environments

Elyria Kemp, McDowell Porter III, Nwamaka A. Anaza, Dong-Jun Min

Organizations can benefit significantly from the growing capabilities of the internet. As the Web facilitates purchasing and reduces the costs of marketing, companies can connect…

The role of perceived social media agility in customer engagement

David Gligor, Sıddık Bozkurt

The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized…

A conceptual framework for understanding the antecedents and consequences of social selling: a theoretical perspective and research agenda

Barbara Barney-McNamara, James Peltier, Pavan Rao Chennamaneni, Keith Eric Niedermeier

The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of sales…