Journal of Research in Interactive Marketing: Volume 17 Issue 1

Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing

Paula Rodríguez-Torrico, Rebeca San José Cabezudo, Sonia San-Martín, Lauren Trabold Apadula

Omnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied…

How can autonomy improve consumer experience when interacting with smart products?

Laura Lucia-Palacios, Raúl Pérez-López

This paper analyzes the direct and indirect effects of the autonomy of smart home speakers on consumer experience, weighing its benefits and costs in the following areas…

How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification

Nianqi Deng, Xinyu Jiang, Xiaojun Fan

Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study…

I am feeling so good! Motivations for interacting in online brand communities

Ricardo Godinho Bilro, Sandra Maria Correia Loureiro

This paper focuses on customer engagement in online brand communities (OBCs). Drawing upon self-determination theory (SDT), the research proposes a conceptual model portraying the…

Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections

Soyeon Kwon, Sejin Ha

This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement…

Social media influencers as human brands: an interactive marketing perspective

Do Yuon Kim, Hye-Young Kim

This study examined how social media influencers create and leverage followers' attachment to deliver marketing messages by applying human brand theory and attachment theory.

Enhancing consumer online reviews: the role of moral identity

Mavis T. Adjei, Nan Zhang, Ramin Bagherzadeh, Maryam Farhang, Ashok Bhattarai

This research aims to provide a theory-based means for firms to improve customers' likelihood to provide reviews and elicit reviews that are more accurate accounts of customers'…

The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness

Hongliu Li, Xingyuan Wang, Shuyang Wang, Wenkai Zhou, Zhilin Yang

The purpose of this study is to empirically examine the effects of the numerical cues (NC) used in online review comments on perceived review helpfulness and the underlying…

Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style

Junyun Liao, Keyi Chen, Jun Qi, Ji Li, Irina Y. Yu

Live streaming commerce has grown rapidly in recent years. Although the way streamers communicate with viewers is the key to influencing users' purchase behaviors, little is known…