Journal of Research in Interactive Marketing: Volume 17 Issue 5

Social- or task-oriented: how does social crowding shape consumers' preferences for chatbot conversational styles?

Jiaji Zhu, Yushi Jiang, Xiaoxuan Wang, Suying Huang

Driven by artificial intelligence technology, chatbots have begun to play an important customer service role in the online retail environment. This study aims to explore how…

Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective

Youjiang Gao, Hongfei Liu

Artificial intelligence (AI) technology has revolutionized customers' interactive marketing experience. Although there have been a substantial number of studies exploring the…

Building human brands: the role of critical reviews

Nadia Pomirleanu, Pavan Rao Chennamaneni, Babu John-Mariadoss, John A. Schibrowsky

This study evaluates the factors related to the creation of a human brand in the brand inception stage.

Ride-sharing platforms: the effects of online social interactions on loyalty, mediated by perceived benefits

Jing Zhang, Linghua Zhang, Bei Ma

This study examines how customer loyalty among DiDi users in China is affected by two types of online social interaction (transactional and interpersonal) and how the online…

The effect of E-commerce virtual live streamer socialness on consumers' experiential value: an empirical study based on Chinese E-commerce live streaming studios

Ruijuan Wu, Jingjing Liu, Shuai Chen, Xing Tong

The objective of this study was to examine how high-social and low-social virtual live streamers affect consumers' experiential value (utilitarian value and hedonic value) and the…

Effects of the anthropomorphic image of intelligent customer service avatars on consumers' willingness to interact after service failures

Qi Yao, Ling Kuai, Lan Jiang

Intelligent customer service has started replacing human employees in providing services to customers in numerous industries. Based on the expectancy disconfirmation theory, this…

How perceived interactivity affects consumers' shopping intentions in live stream commerce: roles of immersion, user gratification and product involvement

Eunsin Joo, Jing Yang

This study explores how perceived interactivity effects in Livecommerce influences consumers' shopping intentions in live stream commerce. The authors specifically examine the…

How emotions impact the interactive value formation process during problematic social media interactions

Moreno Frau, Francesca Cabiddu, Luca Frigau, Przemysław Tomczyk, Francesco Mola

Previous research has studied interactive value formation (IVF) using resource- or practice-based approaches but has neglected the role of emotions. This article aims to show how…

“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty

Jennifer Huh, Hye-Young Kim, Garim Lee

This study examines how the locus of agency of brands' artificial intelligence (AI)–powered voice assistants (VAs) could lead to brand loyalty through perceived control, flow and…