Journal of Research in Interactive Marketing: Volume 18 Issue 6

The role of gender-identity congruity in cross-gender endorsement in the context of live streaming

Xiang Chen, Shuojia Guo, Shuhua Han

This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the…

Does the verified badge of social media matter? The perspective of trust transfer theory

Chien Hsiang Liao, Jung-Kuei Hsieh, Sushant Kumar

On Instagram, a verified badge (a blue checkmark) is used to confirm the authenticity of influencers' accounts for consumers. Yet, it is unclear whether followers trust the badge…

From screen to cart: how influencers drive impulsive buying in livestreaming commerce?

Xinyu Ma, Eugene Cheng-Xi Aw, Raffaele Filieri

The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the…

Just enough unless my community needs more! The necessity shopper scale and the mediating effect of connectedness on buying more

Stephen Bok, James Shum, Maria Lee

Consumer choice theory (CCT) and the law of diminishing marginal utility help to explain shoppers that value less and prioritize needs. Additional units provide a marginal return…

Decoding individual motivations and responses to misinformation: insights from thematic analysis

Anubhav Mishra, Nishtha Malik, Anuja Shukla

This research aims to explores consumers' motives and attitudes toward misinformation (fake reviews), its characteristics and its impact on individuals, brands and firms.

Untouchable them: the effect of chatbot gender on angry customers

Shichang Liang, Rulan Li, Bin Lan, Yuxuan Chu, Min Zhang, Li Li

This study explores how chatbot gender and symbolic service recovery may improve the satisfaction of angry customers in the context of service failures. It provides a strategy for…

Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love

Rania B. Mostafa, Mohamed Sobhy Temerak

This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically…

The pathways of increasing online celebrity brand equity and followers' hotel booking intention: a serial multiple mediation model

Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong, Phuong Thi Kim Tran

From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to…

Tweeting for change: social media narratives for sustainable service

Anjala S. Krishen, Jesse L. Barnes, Maria Petrescu, Shaheena Janjuha-Jivraj

This interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness…