Journal of Research in Interactive Marketing: Volume 18 Issue 3

How do consumers interact with social media influencers in extraordinary times?

Natalya Saldanha, Rajendra Mulye, Arnold Japutra

Consumers are increasingly spending more time on social media platforms to cope with anxiety and loneliness resulting from the recent pandemic. The extraordinary times…

Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience

Miguel Angel Moliner, Vicent Tortosa-Edo

The objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers'…

Physical or digital media: the mediating role of psychological ownership

Rusty Stough, Christian Graham

Access to media is more available now than ever before, both physically and digitally. This study was used to investigate the underlying personality traits that influence the…

Money matters? Effect of reward types on customers' review behaviors

Yajun Zhang, Yongge Niu, Zhi Chen, Xiaoyu Deng, Banggang Wu, Yali Chen

Online retailers are pioneering the incentivization of customers to generate more product reviews by rewarding them. However, little is known about the impact of reward types on…

Effects of relational embeddedness on users' intention to participate in value co-creation of social e-commerce platforms

Liang Xiao, Jiawei Wang, Xinyu Wei

Value co-creation (VCC) helps platforms establish competitive advantages. Unlike their traditional counterparts, social attribute is a key concept of social e-commerce platforms…

Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing

Chunhua Sun, Chenhui Ye, Changdan Li, Yezheng Liu

In the online marketing context, virtual reality (VR) has been used to display products and shopping environment, which effectively enhances the consumer experience. VR technology…

From tech to touch: self-concept and testimonials in AR try-on versus website

Aihoor Aleem, Sandra Maria Correia Loureiro, Jéssica Martinho

One of the main challenges that brands face is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze consumers' self-concept…

Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature

Diem-Trang Vo, Nguyen Quynh Mai, Long TV Nguyen, Nguyen Hoang Thuan, Duy Dang-Pham, Ai-Phuong Hoang

The role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side…

The effects of live comments and advertisements on social media engagement: application to short-form online video

Xiaodan Zhang, Zhanbo Zhao, Kui Wang

This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms…

How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment

Zhucheng Shao

Aiming to address the problem in which practitioners mindlessly prioritise the reputation of social media influencers (SMIs) over ensuring proper congruence between the…