Journal of Research in Interactive Marketing
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Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective
Youjiang Gao, Hongfei LiuArtificial intelligence (AI) technology has revolutionized customers' interactive marketing experience. Although there have been a substantial number of studies exploring…
Impact of brand community supportive climates on consumer-to-consumer helping behavior
Junyun Liao, Wei Wang, Peng Du, Raffaele FilieriThis paper aims to explore whether or not and how brand community supportive climates (information- versus emotion-supportive climates) have an impact on…
Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth
Yao Li, Xuge Song, Mi ZhouThis study examines the relationship between brand digitalization and brand market performance, mediated by brand competence and brand warmth and moderated by brand…
Vertically versus horizontally differentiated information disclosure in travel live streams – the role of sensory imagery
Jin Sun, Jingshu Yang, Yonggui WangThis paper aims to investigate the differential effects of vertical attributes and horizontal attributes on visit intention under proximal and distal sensory imagery in…
Birds of a feather flock together: matched personality effects of product recommendation chatbots and users
Eunjoo Jin, Matthew S. EastinAI-driven product recommendation chatbots have markedly reduced operating costs and increased sales for marketers. However, previous literature has paid little attention…
Promoting smart wearable devices in the health-AI market: the role of health consciousness and privacy protection
Yanting Zhu, Yaobin Lu, Sumeet Gupta, Jinqiang Wang, Peng HuConsumers interacting with smart wearable devices is on the rise in the current health-AI market, which offers a great opportunity for companies to execute interactive…
The virality of advertising content
Balpreet Kaur, Justin Paul, Rishi Raj SharmaThe study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.
Native advertising relevance effects and the moderating role of attitudes toward social networking sites
Hye Jin Yoon, Yan Huang, Mark Yi-Cheon YimNative advertising on social media continues to be a popular ad placement for marketers. With native ad-content relevance in need of further exploration regarding…
Creating immersive and parasocial live shopping experience for viewers: the role of streamers' interactional communication style
Junyun Liao, Keyi Chen, Jun Qi, Ji Li, Irina Y. YuLive streaming commerce has grown rapidly in recent years. Although the way streamers communicate with viewers is the key to influencing users' purchase behaviors, little…
Using personalization for cause-related marketing beyond compassion fade on social media
Jihye Kim, Minseong KimIn light of the increasing occurrences of social issues and natural disasters, the number of people who need financial assistance is also growing. Using the compassion…
Enhancing brick-and-mortar store shopping experience with an augmented reality shopping assistant application using personalized recommendations and explainable artificial intelligence
Robert Zimmermann, Daniel Mora, Douglas Cirqueira, Markus Helfert, Marija Bezbradica, Dirk Werth, Wolfgang Jonas Weitzl, René Riedl, Andreas AuingerThe transition to omnichannel retail is the recognized future of retail, which uses digital technologies (e.g. augmented reality shopping assistants) to enhance the…
From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing
Weng Marc Lim, Satish Kumar, Nitesh Pandey, Tareq Rasul, Vidhu GaurThis study aims to present a retrospective of the Journal of Research in Interactive Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of…
The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness
Li Gao, Gang Li, Fusheng Tsai, Chen Gao, Mengjiao Zhu, Xiaopian QuThis article analyzes the effects of artificial intelligence (AI) stimuli on customer engagement as well as on value co-creation. The moderating role played by customer…
Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement
E. Sophía Valenzuela-Gálvez, Álvaro Garrido-Morgado, Óscar González-BenitoIn an effort to evaluate if and how emojis might boost customer engagement in email marketing, the current research aims to analyzes emojis' effects and investigates how…
Social media influencers as human brands: an interactive marketing perspective
Do Yuon Kim, Hye-Young KimThis study examined how social media influencers create and leverage followers' attachment to deliver marketing messages by applying human brand theory and attachment theory.
Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections
Soyeon Kwon, Sejin HaThis study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH…
“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions
Nicky Chang Bi, Ruonan ZhangInfluencer marketing is a newer interactive marketing model that has attracted the attention of scholars and marketers. The study aimed to examine the mediation role of…
How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification
Nianqi Deng, Xinyu Jiang, Xiaojun FanLimited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this…
Enhancing consumer online reviews: the role of moral identity
Mavis T. Adjei, Nan Zhang, Ramin Bagherzadeh, Maryam Farhang, Ashok BhattaraiThis research aims to provide a theory-based means for firms to improve customers' likelihood to provide reviews and elicit reviews that are more accurate accounts of…
Predicting value cocreation behavior in social media via integrating uses and gratifications paradigm and theory of planned behavior
Arash H. Zadeh, Maryam Farhang, Mohammadali Zolfagharian, Charles F. HofackerThis research (1) investigates value cocreation behavior and the underlying activities on social media; (2) examines the motivational values and psychological predictors…
Drivers of satisfaction and usage continuance in e-grocery retailing: a collaborative design supported perspective
Amresh Kumar, Pallab Sikdar, Manali Gupta, Pratibha Singh, Neena SinhaThe purpose of the study is to identify the key antecedents relating to the interaction design of the e-groceryretail mobile applications and offer innovative marketing…
The power of numbers: an examination of the relationship between numerical cues in online review comments and perceived review helpfulness
Hongliu Li, Xingyuan Wang, Shuyang Wang, Wenkai Zhou, Zhilin YangThe purpose of this study is to empirically examine the effects of the numerical cues (NC) used in online review comments on perceived review helpfulness and the…
Effects of content characteristics on stages of customer engagement in social media: investigating European wine brands
Aspasia Vlachvei, Ourania Notta, Eirini KoronakiThis study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in…
Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation
Xiao Huang, Mohammad Shahidul Kader, Seeun KimThe authors aim to examine how the construal level, either as an individual temporal orientation or temporal distance of promotion, moderates the effects of emojis'…
The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective
Jani Pavlič, Tina Tomažič, Ines KožuhInteractive marketing (IM) has influenced commercial communication, including product placement (PP), which has become an essential form of integrating brands within the…
Goal specificity or ambiguity? Effects of self-quantification on persistence intentions
Haijiao Shi, Rong ChenThe current study implies self-quantification to consumer behavior and investigates how self-quantification influences consumers' persistence intentions, then indicates…
To buy or not to buy, that is the question: understanding the determinants of the urge to buy impulsively on Instagram Commerce
Doaa Herzallah, Francisco Muñoz Leiva, Francisco Liébana-CabanillasThroughout 2020, especially under the lockdown measures, there was a significant surge in e-commerce and social commerce (s-commerce), with numerous people all over the…
To pay or not to pay: understanding mobile game app users' unwillingness to pay for in-app purchases
Imam Salehudin, Frank AlpertWorldwide In-app Purchase (IAP) revenues reached almost US$37 billion in 2017 and doubled that in 2020. Although the revenue from IAPs exceeds those from paid apps, only…
Webrooming or showrooming? The moderating effect of product attributes
Yan Guo, Min Zhang, Valerie Lynette WangThis study examines consumers' channel attitudes and choices leading to webrooming and showrooming, and how product attributes (informational vs experiential and perceived…
How consumer opinions are affected by marketers: an empirical examination by deep learning approach
Billy YuThe natural language processing (NLP) technique enables machines to understand human language. This paper seeks to harness its power to recognise the interaction between…
Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
Paula Rodríguez-Torrico, Rebeca San José Cabezudo, Sonia San-Martín, Lauren Trabold ApadulaOmnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain…
Augmented reality interactive technology and interfaces: a construal-level theory perspective
Lan-Lung (Luke) Chiang, Tseng-Lung Huang, Henry F.L. ChungIn modern e-commerce and omnichannel management, consumers can utilize visual information delivered by augmented reality interactive technology (ARIT) to relate to…
I am feeling so good! Motivations for interacting in online brand communities
Ricardo Godinho Bilro, Sandra Maria Correia LoureiroThis paper focuses on customer engagement in online brand communities (OBCs). Drawing upon self-determination theory (SDT), the research proposes a conceptual model…
The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust
Tariq Samarah, Pelin Bayram, Hasan Yousef Aljuhmani, Hamzah ElrehailThis study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through…
Make the apps stand out: discoverability and perceived value are vital for adoption
Ling Jiang, Wenkai Zhou, Zhuoyi Ren, Zhilin YangFrom an environmental psychology perspective, we aim to uncover the role that app discoverability facilitators play in enabling the various perceived values (e.g. social…
Do high engagement Instagram images influence presidential candidate evaluation? The moderating effect of familiarity
Caroline Lego Munoz, Terri TownerThis paper aims to examine how exposure to a presidential candidate's high engagement Instagram images influences a citizen's candidate evaluations.
How can autonomy improve consumer experience when interacting with smart products?
Laura Lucia-Palacios, Raúl Pérez-LópezThis paper analyzes the direct and indirect effects of the autonomy of smart home speakers on consumer experience, weighing its benefits and costs in the following areas…
Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data
Mari HartemoThe purpose of the study is to examine how utilizing volunteered data influences the response and unsubscribe rates of e-mail marketing to consumers.
ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang
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