Journal of Research in Interactive Marketing: Volume 15 Issue 3

Augmenting brand community identification for inactive users: a uses and gratification perspective

Laurence Dessart, Cleopatra Veloutsou

In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant…

4W of user-generated content: why who we are and where we post influence what we post

Kemal Cem Soylemez

In continuation of Soylemez (2021), this study utilized equity theory and investigated how personal factors (personality traits) and community factors (ownership) influence…

Reading between the lines: untwining online user-generated content using sentiment analysis

Gowhar Rasool, Anjali Pathania

One of the major challenges within the airline industry is to keep pace with the changing customer perception toward their service quality. This paper aims to demonstrate how…

Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes

Ai-Zhong He, Yi Cai, Ling Cai, Yu Zhang

This paper studies the relationships among consumers’ perceptions of brand personality, consumers’ brand attitudes and brand-owned social media content marketing (SMCM). The…

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

Mazzini Muda, Muhammad Iskandar Hamzah

In spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content…

How chatbots' social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue

Wan-Hsiu Sunny Tsai, Yu Liu, Ching-Hua Chuan

This study presents one of the earliest empirical investigations on how brand chatbots' anthropomorphic design and social presence communication strategies may improve consumer…

The impact of Internet celebrity characteristics on followers' impulse purchase behavior: the mediation of attachment and parasocial interaction

Tser Yieth Chen, Tsai Lien Yeh, Fang Yu Lee

This study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber. Attachment and parasocial…

How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence

Jung-Hwan Kim, Minjeong Kim, Minjung Park, Jungmin Yoo

The purpose of the study is to investigate the effects of interactivity and vividness on perceived usefulness and perceived enjoyment and their consequent impacts on consumer…