Journal of Research in Interactive Marketing: Volume 15 Issue 2

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

Zheng Shen

This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on…

Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems

Elizabeth H. Manser Payne, Andrew J. Dahl, James Peltier

Innovative firms have rapidly developed artificial intelligence (AI) capabilities into their service ecosystems, essentially changing perceptions of what is service quality and…

How to overcome online banner blindness? A study on the effects of creativity

Qiang Yang, Yuanjian Zhou, Yushi Jiang, Jiale Huo

This study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute…

How a doer persuade a donor? Investigating the moderating effects of behavioral biases in donor acceptance of donation crowdfunding

Theerthaana P., Hansa Lysander Manohar

The concept of donation crowdfunding has been drawing enormous attention as it connects donors worldwide in a shorter time at a relatively lower cost. This paper aims to integrate…

Hey Alexa: examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker

Sara H. Hsieh, Crystal T. Lee

Artificially intelligent (AI) assistant-enabled smart speaker not only can provide assistance by navigating the massive amount of product and brand information on the internet but…

How playable ads influence consumer attitude: exploring the mediation effects of perceived control and freedom threat

Xiaohan Hu, Kevin Wise

The playable ad is a new type of digital advertising that combines interactivity with gamification. Guided by psychological reactance theory, this study aims to explore the…

From social capital to consumer engagement: the mediating role of consumer e-empowerment

Rania B. Mostafa

This paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer…

Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

Zalfa Laili Hamzah, Hazwani Abdul Wahab, Muhammad Waqas

The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this…