Journal of Research in Interactive Marketing: Volume 17 Issue 3

Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement

E. Sophía Valenzuela-Gálvez, Álvaro Garrido-Morgado, Óscar González-Benito

In an effort to evaluate if and how emojis might boost customer engagement in email marketing, the current research aims to analyzes emojis' effects and investigates how certain…

Vertically versus horizontally differentiated information disclosure in travel live streams – the role of sensory imagery

Jin Sun, Jingshu Yang, Yonggui Wang

This paper aims to investigate the differential effects of vertical attributes and horizontal attributes on visit intention under proximal and distal sensory imagery in travel…

The virality of advertising content

Balpreet Kaur, Justin Paul, Rishi Raj Sharma

The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.

Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth

Yao Li, Xuge Song, Mi Zhou

This study examines the relationship between brand digitalization and brand market performance, mediated by brand competence and brand warmth and moderated by brand familiarity…

Birds of a feather flock together: matched personality effects of product recommendation chatbots and users

Eunjoo Jin, Matthew S. Eastin

AI-driven product recommendation chatbots have markedly reduced operating costs and increased sales for marketers. However, previous literature has paid little attention to the…

Impact of brand community supportive climates on consumer-to-consumer helping behavior

Junyun Liao, Wei Wang, Peng Du, Raffaele Filieri

This paper aims to explore whether or not and how brand community supportive climates (information- versus emotion-supportive climates) have an impact on consumer-to-consumer…

More is not necessarily better: an inverted U-shaped relationship between positively framed attributes and advertising effectiveness

Yongge Niu, Zhuzhu Feng, Yixuan Niu

Many companies must choose a marketing strategy to promote new products. This includes publishing digital video advertising with interactive features on the Internet. Guided by…

Can you imagine yourself wearing this product? Embodied mental simulation and attractiveness in e-commerce product pictures

Francine Zanin Bagatini, Eduardo Rech, Natalia Araujo Pacheco, Leonardo Nicolao

This paper aims to understand what kind of fashion product picture can arouse greater embodied mental simulation at two distinct steps of consumers' shopping journey (choice…