Journal of Research in Interactive Marketing: Volume 18 Issue 5

Guest editorial: Cutting-edge research in social media and interactive marketing

James W Peltier, Andrew J Dahl

Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness

Maya F. Farah, Zahy Ramadan

While there has been a growing interest in the field of Metaverse-related research, its impact on vulnerable segments of the population, particularly those with special needs, is…

Virtual influencers and corporate reputation: from marketing game to empirical analysis

Baogui Xin, Yaru Hao, Lei Xie

This study delves into how corporations make decisions about influencer marketing. Specifically, it examines the differences between human influencers, who carry the risk of…

Negative online brand engagement: conceptualisation, scale development and validation

Xinyu Dong, Cleopatra Veloutsou, Anna Morgan-Thomas

Negative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is…

AI-driven technology and privacy: the value of social media responsibility

Kristen L. Walker, George R. Milne

The authors argue that privacy is integral to the well-being of consumers and an essential component in not only corporate social responsibility (CSR) but what they term uniquely…

The antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach

Ying Zhou, Yuqiang Zhang, Fumitaka Furuoka, Sameer Kumar

Social commerce (s-commerce) has gained widespread popularity as a social platform where customers engage in resource-sharing activities such as information exchange…

Social commerce in the social media age: understanding how interactive commerce enhancements navigate app continuance intention

Sin-Er Chong, Siew-Imm Ng, Norazlyn Kamal Basha, Xin-Jean Lim

By integrating the Uses and Gratifications Theory and Flow Theory, this research seeks to untwine the veiled effects of interactive commerce enhancements (ICEs), specifically…

Cutting-edge research in social media and interactive marketing: a review and research agenda

James W Peltier, Andrew J Dahl, Lauren Drury, Tracy Khan

Conceptual and empirical research over the past 20 years has moved the social media (SM) literature beyond the embryotic stage to a well-developed academic discipline. As the lead…

Explaining the gift-giving intentions of live-streaming audiences through social presence: the perspective of interactive marketing

Shu-Chiung Lin, Yu-Yang Lee

Live streaming has become an extremely popular form of online service and allows live audiences to give virtual gifts or money to their favorite streamers. This study aims to…

Not all sunshine and rainbows: exploring the dark side of AI in interactive marketing

Lauren I. Labrecque, Priscilla Y. Peña, Hillary Leonard, Rosemary Leger

The surge of artificial intelligence (AI) applications and subsequent adoption by consumers and marketers has ignited substantial research exploring the benefits and opportunities…