Journal of Research in Interactive Marketing: Volume 16 Issue 4

To buy or not to buy, that is the question: understanding the determinants of the urge to buy impulsively on Instagram Commerce

Doaa Herzallah, Francisco Muñoz Leiva, Francisco Liébana-Cabanillas

Throughout 2020, especially under the lockdown measures, there was a significant surge in e-commerce and social commerce (s-commerce), with numerous people all over the world…

Make the apps stand out: discoverability and perceived value are vital for adoption

Ling Jiang, Wenkai Zhou, Zhuoyi Ren, Zhilin Yang

From an environmental psychology perspective, we aim to uncover the role that app discoverability facilitators play in enabling the various perceived values (e.g. social…

Do high engagement Instagram images influence presidential candidate evaluation? The moderating effect of familiarity

Caroline Lego Munoz, Terri Towner

This paper aims to examine how exposure to a presidential candidate's high engagement Instagram images influences a citizen's candidate evaluations.

Webrooming or showrooming? The moderating effect of product attributes

Yan Guo, Min Zhang, Valerie Lynette Wang

This study examines consumers' channel attitudes and choices leading to webrooming and showrooming, and how product attributes (informational vs experiential and perceived risk…

The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective

Jani Pavlič, Tina Tomažič, Ines Kožuh

Interactive marketing (IM) has influenced commercial communication, including product placement (PP), which has become an essential form of integrating brands within the mass…

Goal specificity or ambiguity? Effects of self-quantification on persistence intentions

Haijiao Shi, Rong Chen

The current study implies self-quantification to consumer behavior and investigates how self-quantification influences consumers' persistence intentions, then indicates the…

Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data

Mari Hartemo

The purpose of the study is to examine how utilizing volunteered data influences the response and unsubscribe rates of e-mail marketing to consumers.

How consumer opinions are affected by marketers: an empirical examination by deep learning approach

Billy Yu

The natural language processing (NLP) technique enables machines to understand human language. This paper seeks to harness its power to recognise the interaction between marketers…

Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands

Aspasia Vlachvei, Ourania Notta, Eirini Koronaki

This study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social…

To pay or not to pay: understanding mobile game app users' unwillingness to pay for in-app purchases

Imam Salehudin, Frank Alpert

Worldwide In-app Purchase (IAP) revenues reached almost US$37 billion in 2017 and doubled that in 2020. Although the revenue from IAPs exceeds those from paid apps, only 5% of…

The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust

Tariq Samarah, Pelin Bayram, Hasan Yousef Aljuhmani, Hamzah Elrehail

This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through…

Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation

Xiao Huang, Mohammad Shahidul Kader, Seeun Kim

The authors aim to examine how the construal level, either as an individual temporal orientation or temporal distance of promotion, moderates the effects of emojis' emotional…

Augmented reality interactive technology and interfaces: a construal-level theory perspective

Lan-Lung (Luke) Chiang, Tseng-Lung Huang, Henry F.L. Chung

In modern e-commerce and omnichannel management, consumers can utilize visual information delivered by augmented reality interactive technology (ARIT) to relate to products and…