Journal of Research in Interactive Marketing: Volume 16 Issue 1

Editorial – The misassumptions about contributions

Cheng Lu Wang

Guest editorial

Paul Baines, Mairead Brady, Shailendra Pratap Jain

Viewpoint – a big opportunity for interactive marketing post-COVID-19

Malcolm McDonald

The objective of this short research-informed, practitioner-orientated paper is to provide a viewpoint on interactive marketing pre and post COVID-19.

The impact of Covid-19 on customer journeys: implications for interactive marketing

P.K. Kannan, Gauri Kulkarni

The Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on how…

Post-pandemic marketing: when the peripheral becomes the core

Jagdish N. Sheth

The purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the…

Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity

Tianfu Wang, Yam B. Limbu, Xing Fang

The coronavirus disease (COVID-19) pandemic unprecedentedly shocks the market. Little is known about the impact of COVID-19 on brand engagement across country-of-origin (COO) and…

Together or alone on the prosocial path amidst the COVID-19 pandemic: the partitioning effect in experiential consumption

Yoon-Na Cho, Ha Eun Kim, Nara Youn

During these unprecedented times, acts of charity are deemed essential to help individuals in need and support the social safety net. Given the importance of prosocial behavior…

Contactless service encounters among Millennials and Generation Z: the effects of Millennials and Gen Z characteristics on technology self-efficacy and preference for contactless service

Songmee Kim, Seyoon Jang, Woojin Choi, Chorong Youn, Yuri Lee

“Contactless service” refers to the use of technology in providing products or services without a salesperson. This study explores the mechanism underlying Millennial and…

Does product display quantity increase purchase intention? The mediation of diminished pain of payment

Tengfei Guo, Shiquan Zhong, Xuelian Wang, Geng Li

In this research, the authors aim to investigate the impact of product display quantity on consumers' online purchase intention through the diminished pain of payment, in light of…

Sharing is entertaining: the impact of consumer values on video sharing and brand equity

Gustavo Quiroga Souki, Flavia Braga Chinelato, Cid Gonçalves Filho

The study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers'…

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

Chunli Ji, Susana Mieiro, Guihai Huang

Social media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to…

How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

Manuela López, Maria Sicilia, Peeter W.J. Verlegh

Opinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other consumers…