Journal of Research in Interactive Marketing: Volume 18 Issue 2

Editorial – What is an interactive marketing perspective and what are emerging research areas?

Cheng Lu Wang

The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type

Yajun Zhang, Zhuoyan Shao, Jin Zhang, Banggang Wu, Liying Zhou

Facilitated by image retouch tools, social media influencers can digitally enhance their self-image in product recommendation posts. This paper proposes that image enhancement may…

Imagery evoking visual and verbal information presentations in mobile commerce: the roles of augmented reality and product review

Jungmin Yoo, Jung-Hwan Kim, Minjeong Kim, Minjung Park

The purpose of this study is to investigate the effects of visual and verbal information presentations on mental imagery, perceived informativeness and purchase intention. The…

Display advertising: the role of context and advertising appeals from a resistance perspective

Rodoula H. Tsiotsou, Leonidas Hatzithomas, Martin Wetzels

This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new…

Do you want to be roasted? The boundaries of using dark humor as a brand-to-brand communication strategy

Jose Luis Saavedra Torres, Ashok Bhattarai, Anh Dang, Monika Rawal

This study examines the use of dark humor in brand-to-brand communications on social media and its impact on consumers' brand perceptions. In particular, this study looks at…

The impact of brand transparency of food delivery apps in interactive brand communication

Prasanta Kr Chopdar, Justin Paul

From the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps.

Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China

Jingyi Tian, Ting (Tina) Li, Rui Chen, Kaining Yang, Ping Li, Si Wen

“Idol pilgrimage tour” is a popular trend among young Chinese fans who travel for idol-related purposes, engage in interactive events and have co-created experiences at…

Unveiling the effect of benign and malicious envy toward social media influencers on brand choice

Tien Wang, Trung Dam-Huy Thai, Ralph Keng-Jung Yeh, Camila Tamariz Fadic

Drawing from social comparison theory, this study investigates the factors influencing benign or malicious envy toward influencers and the effects of envy on social media users'…

It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing

Quan Xie, Sidharth Muralidharan

Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding…

How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective

Chunfeng Chen, Depeng Zhang

This research focuses on the role of product acquisition cues in positive word-of-mouth (PWOM) content on social media, comparing the characteristics of different sources of…