Journal of Research in Interactive Marketing: Volume 17 Issue 6

How social media self-efficacy and social anxiety affect customer purchasing from agile brands on social media

Sıddık Bozkurt, David Gligor, Jennifer Locander, Raouf Ahmad Rather

This study aims to contribute to the social media agility literature by examining the impact of perceived social media agility on customer purchases. More specifically, this study…

Consumer bias against evaluations received by artificial intelligence: the mediation effect of lack of transparency anxiety

Alberto Lopez, Ricardo Garza

Will consumers accept artificial intelligence (AI) products that evaluate them? New consumer products offer AI evaluations. However, previous research has never investigated how…

Effects of vividness, information and aesthetic design on the appeal of pay-per-click ads

Ying Zhu, Yong Wang, Joicey Wei, Andy Hao

Few studies illustrate how contextual effects (e.g. assimilation and contrast) in pay-per-click ad design may impact consumers' attitudes and purchase intention. To fill this…

Order matters: effect of use versus outreach order disclosure on persuasiveness of sponsored posts

Jin Zhang, Xinmai Li, Banggang Wu, Liying Zhou, Xiang Chen

A critical step in influencer marketing is influencer outreach, where a brand reaches out to an influencer and forms a partnership. Yet little is known about how factors related…

Does congruency matter for online green demarketing campaigns? Examining the effects of retargeting display ads embedded in different browsing contexts

Hye Jin Yoon, Yoon-Joo Lee, Shuoya Sun, Jinho Joo

Green demarketing, which promotes anti-consumption as a more extreme sustainability tactic, could help consumers and societies move toward healthier consumption patterns while…

Strategies to drive interactivity and digital engagement: a practitioners' perspective

Suk Chong Tong, Fanny Fong Yee Chan

With the growing popularity of digital engagement, this study explores the interrelationships among digital engagement, interactivity and engagement strategies from the…

Digital modality richness drives vivid memory experience

Tseng-Lung Huang, Henry F.L. Chung, Xiang Chen

The purpose of this study is to clarify the role of various levels of modality richness [text-visual, audiovisual and augmented reality interactive technology (ARIT)] on vivid…

The effects of augmented reality shopping experiences: immersion, presence and satisfaction

M. Claudia tom Dieck, Eleanor Cranmer, Alexandre Luis Prim, David Bamford

Augmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of…

Can mental imagery enhance review helpfulness and product evaluation? The role of contextual background and mental simulation

Jae Eun Jeong, Minsun Yeu

Despite the growing importance of visual information, user-generated photos in product reviews have received relatively little attention. We investigate whether the contextual…