Journal of Research in Interactive Marketing
Issue(s) available: 46 – From Volume: 4 Issue: 1, to Volume: 15 Issue: 3
Volume 15
Volume 14
Volume 13
Volume 12
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Issue 4 2018 Understanding the Digital Customer Experience: Automation, Augmentation and Smart Devices
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Issue 3 2018
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Issue 2 2018
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Issue 1 2018
Volume 11
Volume 10
Volume 9
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Issue 4 2015
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Issue 3 2015
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Issue 2 2015 The impact of digital shopping channels on multi-channel marketing and attribution in the changing retail landscape
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Issue 1 2015
Volume 8
Volume 7
Volume 6
Volume 5
Volume 4
Viewpoint – a big opportunity for interactive marketing post-COVID-19
Malcolm McDonaldThe objective of this short research-informed, practitioner-orientated paper is to provide a viewpoint on interactive marketing pre and post COVID-19.
Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement
Doaa Fathy, Mohamed H. Elsharnouby, Ehab AbouAishCustomer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased…
Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity
Tianfu Wang, Yam B. Limbu, Xing FangThe coronavirus disease (COVID-19) pandemic unprecedentedly shocks the market. Little is known about the impact of COVID-19 on brand engagement across country-of-origin…
“I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers
Thi Cam Tu Dinh, Yoonjae LeeAs social media use rises, the impact of social media influencers on customer buying decisions increases, due to customers viewing influencers as ideal role models who…
Is my design better? A co-creation perspective for online fashion design
Hao Zhang, Zengguang MaValue co-creation is known to increase innovation, but it can backfire under certain conditions. The purpose of this study is to investigate co-creation activities for…
Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application
Fernanda Polli Leite, Paulo de Paula BaptistaThis study develops and validates a scale to measure social media influencers' intimate self-disclosure (SMIs' ISD), by accessing consumer perceptions of the intimacy…
How interaction experience enhances customer engagement in smart speaker devices? The moderation of gendered voice and product smartness
Yu Hsin Chen, Ching-Jui Keng, Ye-Li ChenWith the advancements of Internet of Things (IoT) and artificial intelligence (AI) in recent years, smart objects (SOs) have been widely applied in the lives of consumers…
Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products
Ernest Emeka Izogo, Mercy MpinganjiraMarketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media…
The impact of Covid-19 on customer journeys: implications for interactive marketing
P.K. Kannan, Gauri KulkarniThe Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on…
Influence of self-disclosure of Internet celebrities on normative commitment: the mediating role of para-social interaction
Edward Shih-Tse Wang, Fang-Tzu HuFor Internet celebrities, self-disclosure (SD) is a crucial step in building relationships with their followers who perceive this communication as para-social interaction…
How do consumers choose offline shops on online platforms? An investigation of interactive consumer decision processing in diagnosis-and-cure markets
Jennifer JooYeon Lee, Zecong MaThe purpose of this paper is twofold: (1) to understand the process and consequences of the two-way communication between consumers and businesses on online-to-offline…
Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: self-control as a moderator
Marta Yuan-Chen Lin, Ben-Roy Do, Tessa Tien Nguyen, Julian Ming-Sung ChengThis research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the…
Find me here: share store information through check-in
Chin-Ching Yin, Yun-Chia Tang, Yi-Ching Hsieh, Hung-Chang Chiu, Shu-Jie JhuThis paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic…
Brand avatars: impact of social interaction on consumer–brand relationships
Jamye K. Foster, Melinda A. McLelland, Lacey K. WallaceOver the past two decades, technology-facilitated communication between brand and consumer has become common. One way in which technology can be used to build brand…
Customer engagement and value co-creation/destruction: the internal fostering and hindering factors and actors in the tourist/hotel experience
Clement Nangpiire, Joaquim Silva, Helena AlvesThe customer as an active and engaged value co-creator raises new challenges for theory and practice, especially in the hospitality industry. However, the connection…
How sharenting drives sherub marketing: insights from an interpretative phenomenological perspective
Supreet Kaur, Satinder KumarThe present study investigates the antecedents of sharenting, underlying strategies to mitigate the privacy risks of sharing children's personally identifiable information…
Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns
Qingjiang YaoThis study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.
The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency
Devika VashishtThe motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the…
Does cluttered social media environment hurt advertising effectiveness? The moderation of ad types and personalization
A-Reum Jung, Jun HeoThe purpose of this study is to figure out the factors (i.e. ad type and ad personalization) that diminish the detrimental advertising clutter effects in terms of ad…
Celebrity selection in social media ecosystems: a flexible and interactive framework
Shekhar Shukla, Ashish DubeyQuantitative objective studies on the problem of celebrity selection are lacking. Furthermore, existing research does not recognize the group decision-making nature and…
Does product display quantity increase purchase intention? The mediation of diminished pain of payment
Tengfei Guo, Shiquan Zhong, Xuelian Wang, Geng LiIn this research, the authors aim to investigate the impact of product display quantity on consumers' online purchase intention through the diminished pain of payment, in…
Does the length of a review matter in perceived helpfulness? The moderating role of product experience
Han Jia, Sumin Shin, Jinfeng JiaoThis paper aims to offer a framework explaining how product experience (i.e. think vs feel) and product involvement (high vs low) influence the helpfulness of online…
Why should you respond to customer complaints on a personal level? The silent observer's perspective
Inés López-López, Mariola Palazón, José Antonio Sánchez-MartínezThis paper analyzes the effect of company response style and complaint source on silent observers' reactions to a service failure episode vented on Twitter.
Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement
Kesha K. Coker, Richard L. Flight, Dominic M. BaimaDigital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with…
Perceived authenticity of social media influencers: scale development and validation
Jung Ah Lee, Matthew S. EastinPublic perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's persuasiveness as brand endorsers. Despite its importance, no…
Beyond visual clutter: the interplay among products, advertisements, and the overall webpage
Hyunjoo Im, Hae Won Ju, Kim K.P. JohnsonLittle research has been done to understand how individual elements (e.g. advertisements) within a webpage are processed and evaluated when visual complexity is increased…
How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement
Chunli Ji, Susana Mieiro, Guihai HuangSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to…
Sharing is entertaining: the impact of consumer values on video sharing and brand equity
Gustavo Quiroga Souki, Flavia Braga Chinelato, Cid Gonçalves FilhoThe study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers'…
How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives
Manuela López, Maria Sicilia, Peeter W.J. VerleghOpinion leaders are increasingly important as a source of information, with consumers judging them to be more credible than other media and more influential than other…
It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts
Dorit Zimand Sheiner, Ofrit Kol, Shalom LevyGrounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive…
Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence
Jing Yang, Mengtian JiangThe purpose of this study is to examine the kinds of ad appeals and brand types that contribute to perceived ad–media congruence on Instagram and how such congruence…
Are you engaged? The influence of brand schematicity on online brand engagement and brand purchase
Sanjay Puligadda, James R. Coyle, John NiConsumers’ engagement with brands online is increasingly important for marketers for both promotion of their brand’s message and sales. The purpose of this paper is to…
How consumers react to woke advertising: methodological triangulation based on social media data and self-report data
Yang Feng, Huan Chen, Ho-Young (Anthony) AhnGuided by a synthesis of social norms theory (SNT), the social identity model of deindividuation effects (SIDE) and information cascades theory (ICT), this study aims to…
Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement
Mohamed H. Elsharnouby, Jasmine Mohsen, Omnia T. Saeed, Abeer A. MahrousThis study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge…
Show products or show people: an eye-tracking study of visual branding strategy on Instagram
Lijie Zhou, Fei XueThis paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on…
Luxury brands join hands: building interactive alliances on social media
Lini Zhang, Haidong Zhao, Brenda CudeThis study, which is based on the extended hierarchy of effects (HOE) model, aims to examine whether social media interactions with one or more luxury brands can affect…
Reactance and turbulence: examining the cognitive and affective antecedents of ad blocking
Nancy H. Brinson, Brian C. BrittOne of the most effective tools used by interactive marketers is personalized advertising, which allows consumers to directly respond to customized offers to purchase a…
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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