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Interactivity is the key to developing digital branding. However, existing research on brand interactivity outcomes is inconsistent and fragmented, lacking a systematic empirical exploration of its effects on consumer responses in the digital context.

Drawing upon the cognition-affection-conation (CAC) framework as our theoretical compass, a meta-analysis was conducted to synthesize and analyze empirical evidence from 144 samples involving 57,952 participants to assess how and when digital brand interactivity influences consumers’ multilevel responses.

Our narrative unfolds with digital brand interactivity as the catalyst, fostering positive consumer behaviors – brand loyalty and purchase intention – through a sequential dance of cognitive mindset shifts (brand experience, engagement and attitude) and affective resonance (trust and emotional attachment). A moderation analysis adds depth, revealing stronger effects in B2C settings for lesser-known brands with hedonic interaction content and among individuals with a collectivist orientation.

Our findings serve as a roadmap for targeted digital marketing strategies, guiding brands, consumers and contextual aspects to optimize the performance of digital branding by harnessing the full potential of digital interactivity.

This study introduces a framework combining CAC and brand-consumer psychology to understand how interactivity affects consumer responses in digital contexts. It delves into dynamic shifts moderated by brand characteristics, consumer traits and contextual factors, offering a holistic view of digital branding’s impact on interactive marketing.

This paper explores the linkage of digital infrastructure to the cost of debt.

This study uses the implementation of the “Broadband China” policy that improves digital infrastructure as an exogenous shock and exploits the difference-in-differences method (DID).

Empirical analyses show that digital infrastructure leads to increased firms’ borrowing costs, which is robust to several robustness checks. In addition, we find that this unfavourable effect can be attributed to intensified market competition led by digital infrastructure construction. Cross-sectional analysis shows that this effect is greater for non-SOEs and smaller firms. Finally, we offer additional evidence of the unfavourable effect by showing that digital infrastructure construction leads to decreased fundamentals.

Our paper unveils how digital infrastructure construction affects firms’ business strategy in using private debts and extends the determinants of firms’ borrowing costs.