Journal of Research in Interactive Marketing
Issue(s) available: 57 – From Volume: 4 Issue: 1, to Volume: 17 Issue: 6
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Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing
Werner H. Kunz, Jochen WirtzDespite all the recent achievements in the field of interactive marketing and artificial intelligence (AI), it is important to consider the ethical implications of these…
CEO vs. celebrity: the effect of streamer types on consumer engagement in brands' self-built live-streaming
Keshan (Sara) Wei, Wanyu XiWith the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the…
The influence of service provider's role overload on value co-creation behavior in the sharing economy: a mediated moderation model
Linhao Han, Tao Wang, Yu Jia, Yinger Ye, Tianyuan Liu, Jiayu LvThis study investigates how role overload in the sharing economy leads to emotional exhaustion, which restricts value co-creation activity, and also investigates the moderating…
Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies
Hoang Tran Phuoc Mai Le, Jungkun Park, Trang Thi Nguyen, Jeewoo YunThe study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose…
Meme marketing on social media: the role of informational cues of brand memes in shaping consumers' brand relationship
Yung-Cheng Shen, Crystal T. Lee, Wen-Ya LinThe proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic…
The relationship between AI stimuli and customer stickiness, and the roles of social presence and customer traits
Gang Li, Zhihuang Zhao, Lan Li, Yuanbo Li, Mengjiao Zhu, Yongxin JiaoThis study investigates the influence of artificial intelligence (AI) stimuli on customer stickiness (CS), the mediation effects of social presence (SP) and the moderating impacts…
Voice-activated personal assistants and privacy concerns: a Twitter analysis
Miriam Alzate, Marta Arce Urriza, Monica CortiñasThis study aims to understand the extent of privacy concerns regarding voice-activated personal assistants (VAPAs) on Twitter. It investigates three key areas: (1) the effect of…
From tech to touch: self-concept and testimonials in AR try-on versus website
Aihoor Aleem, Sandra Maria Correia Loureiro, Jéssica MartinhoOne of the main challenges that brands face is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze consumers' self-concept…
Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing
Chunhua Sun, Chenhui Ye, Changdan Li, Yezheng LiuIn the online marketing context, virtual reality (VR) has been used to display products and shopping environment, which effectively enhances the consumer experience. VR technology…
Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity
Suha Fouad Salem, Alshaimaa Bahgat Alanadoly, Mohammed Ali Bait Ali SulaimanThis study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity…
Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature
Diem-Trang Vo, Nguyen Quynh Mai, Long TV Nguyen, Nguyen Hoang Thuan, Duy Dang-Pham, Ai-Phuong HoangThe role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side…
How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective
Chunfeng Chen, Depeng ZhangThis research focuses on the role of product acquisition cues in positive word-of-mouth (PWOM) content on social media, comparing the characteristics of different sources of…
Let virtual creatures stay virtual: tactics to increase trust in virtual influencers
Ying Qu, Eunsoo BaekAdvances in technology and the popularity of social media influencers have sparked a rise of “virtual influencers (VIs).” This study examines consumer attitudes toward VIs in…
How do consumers interact with social media influencers in extraordinary times?
Natalya Saldanha, Rajendra Mulye, Arnold JaputraConsumers are increasingly spending more time on social media platforms to cope with anxiety and loneliness resulting from the recent pandemic. The extraordinary times…
Richness and dynamics: how to improve virtual reality tourism adoption with virtual social clues
Jiaji Zhu, Yushi Jiang, Yedi Wang, Qiang Yang, Wei LiTourism via virtual reality (VR) technology has become an interesting option for consumers to “travel.” The best approaches to optimizing the VR tourism environment, improving the…
Physical or digital media: the mediating role of psychological ownership
Rusty Stough, Christian GrahamAccess to media is more available now than ever before, both physically and digitally. This study was used to investigate the underlying personality traits that influence the…
Effects of relational embeddedness on users’ intention to participate in value co-creation of social e-commerce platforms
Liang Xiao, Jiawei Wang, Xinyu WeiValue co-creation (VCC) helps platforms establish competitive advantages. Unlike their traditional counterparts, social attribute is a key concept of social e-commerce platforms…
Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience
Miguel Angel Moliner, Vicent Tortosa-EdoThe objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers'…
The impact of brand transparency of food delivery apps in interactive brand communication
Prasanta Kr Chopdar, Justin PaulFrom the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps.
Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations
Eric L. Swan, James W. Peltier, Andrew J. DahlDigital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare…
The effects of live comments and advertisements on social media engagement: application to short-form online video
Xiaodan Zhang, Zhanbo Zhao, Kui WangThis study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms…
The role of cuteness on consumer attachment to artificial intelligence agents
Alexis Yim, Annie Peng Cui, Michael WalshThis paper identifies the effects of different dimensions of the cuteness (i.e. baby schema cuteness and whimsical cuteness) of artificial intelligence (AI) agents on attachment…
Artificial intelligence in interactive marketing: a conceptual framework and research agenda
James W. Peltier, Andrew J. Dahl, John A. SchibrowskyArtificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers…
It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing
Quan Xie, Sidharth MuralidharanNon-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding…
The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type
Yajun Zhang, Zhuoyan Shao, Jin Zhang, Banggang Wu, Liying ZhouFacilitated by image retouch tools, social media influencers can digitally enhance their self-image in product recommendation posts. This paper proposes that image enhancement may…
Money matters? Effect of reward types on customers' review behaviors
Yajun Zhang, Yongge Niu, Zhi Chen, Xiaoyu Deng, Banggang Wu, Yali ChenOnline retailers are pioneering the incentivization of customers to generate more product reviews by rewarding them. However, little is known about the impact of reward types on…
Imagery evoking visual and verbal information presentations in mobile commerce: the roles of augmented reality and product review
Jungmin Yoo, Jung-Hwan Kim, Minjeong Kim, Minjung ParkThe purpose of this study is to investigate the effects of visual and verbal information presentations on mental imagery, perceived informativeness and purchase intention. The…
Do you want to be roasted? The boundaries of using dark humor as a brand-to-brand communication strategy
Jose Luis Saavedra Torres, Ashok Bhattarai, Anh Dang, Monika RawalThis study examines the use of dark humor in brand-to-brand communications on social media and its impact on consumers' brand perceptions. In particular, this study looks at…
Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China
Jingyi Tian, Ting (Tina) Li, Rui Chen, Kaining Yang, Ping Li, Si Wen“Idol pilgrimage tour” is a popular trend among young Chinese fans who travel for idol-related purposes, engage in interactive events and have co-created experiences at…
Unveiling the effect of benign and malicious envy toward social media influencers on brand choice
Tien Wang, Trung Dam-Huy Thai, Ralph Keng-Jung Yeh, Camila Tamariz FadicDrawing from social comparison theory, this study investigates the factors influencing benign or malicious envy toward influencers and the effects of envy on social media users'…
Impact of delightful somatosensory augmented reality experience on online consumer stickiness intention
Tseng-Lung Huang, Henry F.L. ChungDrawing on embodied cognition theory, this study examined the impact of midair, gesture-based somatosensory augmented reality (AR) experience on consumer delight and stickiness…
Display advertising: the role of context and advertising appeals from a resistance perspective
Rodoula H. Tsiotsou, Leonidas Hatzithomas, Martin WetzelsThis research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new…
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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