Journal of Research in Interactive Marketing
Issue(s) available: 62 – From Volume: 4 Issue: 1, to Volume: 18 Issue: 5
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Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses
Edward C.S. KuThis study explores how predictor variables (value congruence and customer–AI-assisted exchanges) lead tourism businesses to meet customer needs through contactless technology and…
Buyer-seller interaction dynamics: a multidimensional assessment of seller reputation and perceived freedom in curbing opportunism in online platforms
Jingbo Yuan, Bilal Ahmad, Zhilin Yang, Qing YeDrawing on the principal-agent theoretical perspective, we assert that sellers’ opportunism is acknowledged as an essential component that could determine the quality of the…
Functional or social? Effect of bullet screen type on consumers' continuous watching intention in e-commerce live-streaming
Jiaxin Ma, Depeng Zhang, Lihong Fu, Wanli ZhouThe purpose of this study is to investigate the effects of different bullet screen types (functional vs social) on the continuous watching intention of consumers, as well as the…
Understanding how customer interaction drives e-loyalty during returns handling in online retailing
Mingfang Li, Askar Choudhury, Na ZhangThe purpose of this study is to identify the structural determinants of e-returns service interactions, examine their impact on online shoppers' loyalty and propose returns…
The feeling of being together in the metaverse: the positive influence of copresence on subjective well-being
Do Yuon Kim, Dooyoung Choi, Namhee Yoon, Ha Kyung LeeThe synchronous interactivity in the metaverse afforded copresence, the feeling of being together with other users. Applying the flow theory, this study examines how copresence…
The communication of sustainability on social media: the role of dialogical communication
Sara Herrada-Lores, Mariola Palazón, M. Ángeles Iniesta-Bonillo, Antonia Estrella-RamónThis research analyses how dialogical communication on social media enhances the effectiveness of sustainability messages in terms of brand engagement and purchase intention…
Unveiling product imagination and decision comfort through personalized virtual try-on: the moderating role of spatial processing perception
Seeun Kim, Hyejune Park, Rachel Esther LimThis study explored the influence of personalized virtual try-on (PVTO) technology on consumer behavior in the apparel industry, focusing on decision comfort. It investigated how…
It’s the moment of truth: a longitudinal study of touchpoint influence on business-to-business relationships
Jesús Cambra-Fierro, Lia Patrício, Yolanda Polo-Redondo, Andreea TrifuCustomer–provider relationships unfold through multiple touchpoints across different channels. However, some touchpoints are more important than others. Such important touchpoints…
YouTube influencer marketing through parasocial interaction: a dyadic perspective
Chih-Ping ChenSocial media influencers (SMIs) have become vital components of interactive marketing to promote beauty-endorsed products. However, there are three major research gaps in the…
Empowerment to commitment: how live-streaming atmosphere and relational bonds drive impulse consumption?
Pu Lai, Eugene Cheng-Xi Aw, Garry Wei-Han TanThis study examines the effects and driving mechanisms of relational bonds (i.e. financial, social, and structural bonds), live-streaming shopping atmosphere factors (i.e…
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief
Yao Li, Cheng Zhang, Mi ZhouThis study investigates the impact of open branding on consumer brand attitudes, as mediated by brand warmth and brand competence, and moderated by power distance belief.
Optimizing positive goal framing in advertising: differential consumer responses to new product categories
Yixuan Niu, Baolong MaThis research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new…
“Unintended” marketing through influencer vlogs: impacts of interactions, parasocial relationships and perceived influencer credibility on purchase behaviors
Ruonan Zhang, Trinideé Mercado, Nicky Chang BiInfluencers’ vlogs have the potential to impact consumer behaviors through vlog-embedded corporate sponsorship and brand collaborations. However, even without brand involvement…
Mapping content-driven engagement and attitudinal spillover effect of influencer marketing
Imran Anwar Mir, Jari SaloThis study analyzes the indirect (i.e. through brand content engagement-BCE) and direct effects of informative, credible, novel, and aesthetically pleasing attributes of…
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities
Zhucheng ShaoThe rise of virtual streamers in live streaming commerce has gained momentum, driven by the increasing prevalence of human–computer interactivity and artificial intelligence…
Gratitude expression in the sharing economy: a perspective of interactive marketing communication between peer service providers and consumers
Yu Jia, Shuang Gao, Lihua Gao, Jie Gao, Tao WangThe motivation of value co-creation among the multi-actor in sharing economy was an important topic in interactive marketing communication research. This study investigated how…
Achieving close psychological distance and experiential value in the MarTech servicescape: a mindfulness-oriented service perspective
Tseng-Lung Huang, Henry F.L. ChungMarketing Technology (Martech) is the cornerstone of creating digital experiences and interactive marketing, providing consumers with high experiential value. Drawing on the…
Decoding digital engagement: a comparative analysis of English and Turkish brand post popularity dynamics on platform X
Altug Tanaltay, Selcen Ozturkcan, Nihat KasapThis research aims to understand the dynamics that drive consumer engagement of multinational brands' social media posts on platform X, formerly known as Twitter. Taking the…
Determinants of relationship termination intentions and their evolution: a two time-lag approach
Tianhao Wen, Hong-Youl HaVertical business-to-business (B2B) relationship models are dynamic and depend on economic and relational constructs. However, it remains unclear how relationship termination…
Building brand loyalty through value co-creation practices in brand communities: the role of affective commitment and psychological brand ownership
Zhengpei Wang, Xue YangThe development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value…
@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations
Spencer M. RossConspicuously absent from the branding literature is research on the brand-to-brand (Br2Br) interface enabled by social media. The author proposes how networked brands-as-actors…
Fostering charity sport event runners' identification to drive social media interaction and willingness to donate
Supawat MeepromThis study aims to investigate the impact of self-identification with the event role on runners' social media interaction and willingness to donate.
How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective
Jiaxun He, Jingyi Hu, Fan ZhangThe emergence and rapid expansion of social media platforms have transformed the dynamics of consumer–brand communication. While consumer–brand relationship is driven on marketing…
Unveiling the influence of anthropomorphic chatbots on consumer behavioral intentions: evidence from China and Indonesia
Yuling Wei, Jhanghiz Syahrivar, Attila Endre SimayChatbots have been explored as a novel approach to enhancing consumer engagement by delivering more enjoyable, personalized services. This research aims to investigate the…
Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys
José Varela Lopes, Beatriz CasaisThis paper seeks to understand users' perceptions of their experiences in mobile applications (apps) with gamified loyalty programs (GLPs) that use rewards as the primary…
The impact of brand connectedness on consumer engagement behavior in the social media brand community
Gongli Luo, Junying Hao, He MaTriggered by the extensive use of social media brand communities (SMBCs) in interactive marketing, this article aims to explore how brand connectedness (BC) affects consumer…
Resonance or resistance? The dual impact of green brand ritual on customer engagement behavior
Rui Guo, Jingxian Wang, Min Zhou, Zixia Cao, Lan Tao, Yang Luo, Wei Zhang, Jiajia ChenThe study aims to examine how different types of green brand ritual (GBR) influence customer engagement behavior and the mediation mechanisms and boundary conditions of the…
Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love
Rania B. Mostafa, Mohamed Sobhy TemerakThis 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 influence of spokesperson choice and product newness on consumer purchase intention
Fu Liu, Haiying Wei, Zhaoyang Sun, Zhenzhong Zhu, Haipeng (Allan) ChenThis study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual…
Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection
Inma Rodríguez-Ardura, Antoni Meseguer-Artola, Doaa Herzallah, Qian FuThere is an ongoing challenge to map the efficacy of e-retailing strategies in building both value co-creation opportunities for online customers and customer value for companies…
Understanding the effects of firms' unresponsiveness on social media toward customer feedback on customers' engagement: the impact of ethnicity
Sıddık Bozkurt, David Gligor, Linda D. Hollebeek, Cameron SumlinThis article explores how firms' unresponsiveness to Black customer feedback influences Black (vs. White) customers' perceived firm-based discrimination and brand engagement.
Tweeting for change: social media narratives for sustainable service
Anjala S. Krishen, Jesse L. Barnes, Maria Petrescu, Shaheena Janjuha-JivrajThis interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness…
Decoding individual motivations and responses to misinformation: insights from thematic analysis
Anubhav Mishra, Nishtha Malik, Anuja ShuklaThis research aims to explores consumers' motives and attitudes toward misinformation (fake reviews), its characteristics and its impact on individuals, brands and firms.
Does the verified badge of social media matter? The perspective of trust transfer theory
Chien Hsiang Liao, Jung-Kuei Hsieh, Sushant KumarOn 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…
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 LeeConsumer 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…
Untouchable them: the effect of chatbot gender on angry customers
Shichang Liang, Rulan Li, Bin Lan, Yuxuan Chu, Min Zhang, Li LiThis 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…
The role of gender-identity congruity in cross-gender endorsement in the context of live streaming
Xiang Chen, Shuojia Guo, Shuhua HanThis 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…
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 TranFrom 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…
From screen to cart: how influencers drive impulsive buying in livestreaming commerce?
Xinyu Ma, Eugene Cheng-Xi Aw, Raffaele FilieriThe recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the…
ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang