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Live streaming commerce has emerged as an essential strategy for vendors to effectively promote their products due to its unique content presentation and real-time interaction. This study aims to investigate the influence of viewer-streamer interaction and viewer-viewer interaction on consumer trust and the subsequent impact of trust on consumers' purchase intention within the live streaming commerce context.

A survey questionnaire was conducted to collect data, and 403 experienced live streaming users in China were recruited. Covariance-based structural equation modeling (CB-SEM) was used for data analysis.

The results indicated that viewer-streamer interaction factors (i.e., personalization and responsiveness) and viewer-viewer interaction factors (i.e., co-viewer involvement and bullet-screen mutuality) significantly influence trust in streamers and co-viewers. Additionally, drawing on trust transfer theory, trust in streamers and co-viewers positively influences trust in products, while trust in co-viewers also positively influences both trust in streamers and products. Furthermore, all three forms of trust positively impact consumers' purchase intentions.

This study enriches the extant literature by investigating interaction-based trust-building mechanisms and uncovering the transfer relationships among three trust targets (streamers, co-viewers and products). Furthermore, this study provides some practical guidelines to the streamers and practitioners for promoting consumers’ trust and purchase intention in live streaming commerce.

Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value formation associated with different categories of interactions within a social media brand community.

The research adopted a netnographic approach and followed the operational protocols of netnography. Conversations in one large cosmetics social media brand community were observed and downloaded for analysis over a two-month period. Examples of value-creation and formation processes were identified using netnographic interpretative procedures to develop higher-order themes.

The findings supported the creation of a “Consumer and brand value creation and co-creation framework” highlighting disparate value types within the following interactions: consumer-to-consumer; brand-to-consumer; and consumer-to-brand. The identified value types were specific to the actors (i.e. consumers and brands) involved in value formation processes. The analysis also revealed consumers’ ability to independently generate value through direct interaction with a social media brand community and the brands’ role in supporting consumers in value formation through value facilitation.

The pivotal role of disparate actors’ interactions in value formation processes is highlighted, alongside the autonomous ability to form value with the aid of resources stored and shared within the social media brand community. The network of interactions and value-creation processes contribute to a holistic understanding of the interactions in a social media brand community. Furthermore, the research explores and highlights the emerging role of social media brand communities as “value vestiges”.

An increasing number of brands are using algorithms to embed brand-related content to targeted consumers’ social media pages. This paper aims to analyze how do consumers’ motives of using social media in general influence their potential brand–consumer interactions and the following branding outcomes. To examine this, this study selected Facebook as the social media platform and Nike as the brand to conduct an online survey experiment to examine the effects of social media usage motives on consumers’ interactions with the brand in social media.

An online survey experiment using Nike’s Facebook page as the stimuli was conducted to analyze the interactions between consumers and a specific brand’s social media page in a natural setting. Data were collected in the USA via Amazon’s Mechanical Turk (MTurk).

This study demonstrated that brand–consumer interactions, both content-consumption and content-contribution intentions, can be fostered by certain motives of using social media: information-seeking and self-identity. This study also suggested that content-consumption behavior has significant associations with consumers’ positive attitudes toward the brand’s social media pages, while content-contribution behavior does not show significant effects.

This study provides new insights about how consumers’ general motives of social media usage influence their intentions to interact with the brand in social media from two levels (i.e. content-consumption and content-contribution).

The purpose of this paper is to examine how types of virtual brand community (VBC) benefits influence VBC loyalty through specific types of interaction.

The study targeted 250 brand community users to conduct an empirical analysis using SPSS 19.0.

Consumers’ perceived benefits (functional, experiential, and symbolic) were found to be the leading variables in inducing consumer loyalty. Brand community managers should not focus only on the benefits offered by the brand community, but also on how these benefits can be associated with human-to-computer and consumer-to-consumer (C2C) interaction.

The virtual community (VC) has an important role as a marketing tool. As the VC within the virtual space has gradually been increasing, its importance has grown as well, therefore making research studies on heightening members’ brand community site loyalty important.

This study broadens and contextualizes our understanding of what type of VBC interaction can be further activated in the process of enhancing the members’ VBC loyalty, which is affected by consumers’ perceived benefits.

The purpose of this paper is to offer a consumer‐centric perspective on experiences and interactions that is consistent with the foundational premises of the service‐dominant logic of marketing, and which incorporates an increased understanding of the value derived from consumer‐to‐consumer (C2C) interactions.

The paper offers a reoriented framework and process consumer experience modeling (CEM) for analyzing consumer interactions in experience domains. CEM uses qualitative analysis methods and software, underpinned by constructs relating to first‐, second‐ and third‐order interactions undertaken by consumers. It is illustrated with reference to the “gap year travel” experience domain.

The approach offers a means for identifying value enhancers and inhibitors for consumers. It provides, for organizations, a representation of consumer perspectives on interactions, giving due regard to C2C interactions. The example of the gap year travel experience demonstrates how this information can be used to inform the nature and emphasis of future marketing initiatives of organizations that are operating within the experience domain.

The framework and some of its key concepts require verification in other experience domains to test their robustness. The increased availability of consumer “voice” data (via blogs, etc.) offers great opportunities for the development of consumer‐centric approaches to experience analysis.

This work represents one of the first reported attempts to adopt an empirical approach to issues that have been raised by the foundational premises of the service‐dominant logic of marketing, and consider, and provide a structure to interactions and experiences from a consumer perspective.

Conspicuously 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 integrate their resources as Br2Br interactions that co-create consumer–brand value. As a secondary contribution, the author provides an empirical baseline exploration of the value co-creating impact of Br2Br interactions on consumer–brand evaluations and social media engagement.

Three streams of research aid in conceptualizing the value co-creating process of Br2Br interactions. A follow-up exploratory study uses a controlled Br2Br interaction stimulus in a 2 × 2 × 2 between-subjects design, where brand familiarity and product category complementarity are manipulated, and interaction spillover effects are analyzed using structural equation modeling.

The author finds Br2Br interactions positively affect consumer–brand evaluations and social media engagement likelihood. Spillover effects of these interactions are symmetric for consumer–brand evaluations for both brands. However, brand familiarity moderates the effects of Br2Br interactions on consumer–brand evaluations.

The author lays the groundwork for future research on the complexities of Br2Br interactions – including brand personality conflict, interaction duration and paratextual language – and the boundary conditions for Br2Br and brand-to-consumer relationships.

Live-streaming e-commerce is becoming a new way for many consumers to shop. During the live broadcast process, the interaction between anchors and customers plays a decisive role on consumers' purchasing decisions. This study aims to explore how two types of interaction between the anchor and the customers (i.e. task-oriented interaction and relationship-oriented interaction) affect customers' purchase decisions.

The study establishes a model based on online trust theory and multi-sensor interaction theory. To validate the model, we carried out five simulated live-streaming events and collected data through a scenario-based survey of the viewers participating in the live-streaming (N = 244). Structural equation modeling was employed to test the hypotheses.

Both task-oriented interaction and relationship-oriented interaction have a positive impact on users' purchase decisions through the mediation of virtual touch, emotional trust and cognitive trust. Sense of power has opposite moderating effects on the impacts of relationship-oriented interaction on emotional trust and cognitive trust.

This study enriches the theory of live-streaming e-commerce by demonstrating the decisive roles of two types of anchor–customer interaction, the mediation roles of virtual touch, cognitive trust, and emotional trust in customer purchase decisions, as well as the moderating effect of sense of power on customer decision-making processes. The findings provide practical insights for anchors and live-streaming platforms about how they should arrange live-streaming content to enhance consumer purchasing decisions.

This study aims to empirically analyse the influence mechanism of perceived interactivity in real estate APP which affects consumers' psychological well-being. With the growing application of human–machine interaction in real estate APP, it is crucial to utilize human–machine interaction to stimulate perceived interactivity between humans and machines to positively impact consumers' psychological well-being and sustainable development of real estate APP. However, it is unclear whether perceived interactivity improves consumers' psychological well-being.

This study proposes and examines a theoretical model grounded in the perceived interactivity theory, considers the relationship between perceived interactivity and consumers' psychological well-being and explores the mediating effect of perceived value and the moderating role of privacy concerns. It takes real estate APP as the research object, analyses the data of 568 consumer samples collected through questionnaires and then employs structural equation modelling to explore and examine the proposed theoretical model of this study.

The findings are that perceived interactivity (i.e. human–human interaction and human–information interaction) positively influences perceived value, which in turn affects psychological well-being, and that perceived value partially mediates the effect of perceived interaction on psychological well-being. More important findings are that privacy concerns not only negatively moderate human–information interaction on perceived value, but also negatively moderate the indirect effects of human–information interaction on users' psychological well-being through perceived value.

This study expands the context on perceived interaction and psychological well-being in the field of real estate APP, validating the mediating role and boundary conditions of perceived interactivity created by human–machine interaction on consumers' psychological well-being, and suggesting positive implications for practitioners exploring human–machine interaction technologies to improve the perceived interaction between humans and machines and thus enhance consumer psychological well-being and span sustainable development of real estate APP.

This paper investigates the impact of consumer relationships with brand communities on behavioral interactions on Instagram. The objective is to identify different types and stages of relationships between consumers and brand communities on Instagram using social penetration theory and explain the behavioral interactions of consumers resulting from these relationships across different stages.

A mixed method strategy was employed combining a qualitative multi-case study and an online survey. Eight individuals following restaurant and apparel brands on Instagram participated in the first study and 202 samples participated in the online survey.

Fifteen different types of relationships were identified between consumers and brand communities on Instagram and were classified into five stages ranging from orientation to de-penetration. The results reveal that behavioral interactions (i.e. consuming and participating) rise across the first four stages of brand community relationship development and fall down at the fifth stage.

This paper introduces new relationship types and stages and brings together different pieces of extant literature to explain the rising and falling of behavioral interactions resulting from consumer relationships with brand communities on Instagram.

The current increase in social media activity related to brand–consumer interactions is progressively influencing the manner in which brands and their customers communicate. Whereas this attention to social media is warranted, researchers and brand managers must also recognize that consumers connect and engage with brands across other communication platforms as well. Accordingly, this study aims to examine brand–consumer interactions taking place across social, online and physical platforms, as well as consumer motives for initiating these brand interactions across various platforms.

A mixed-method approach integrating quantitative and qualitative data was used. We administered a written diary to 102 individuals over a two-month period, in which study participants recorded their motivations and platform use in their interactions with a brand. We evaluated latent-class mixture models for complex data and multi-level latent-class mixture models to identify classes of interactions based on participants’ motivations and platform use as well as customer segments based on the identified motives-by-platform classes.

The findings reveal ten categories of motives for interacting with brands, including promotions and incentives, timely information, product information, engagement, browsing, purchase, customer service, branded content, entertainment, and personalization/exclusivity. Furthermore, six motives-by-platform interaction classes are identified. The findings suggest three consumer segments differentiated by their motives-by-platform profiles.

This study adds to past research investigating the motives behind brand–consumer interactions in social media by investigating both social media and non-social media-related interactions, and offering a typology of interaction profiles that considers interaction motives and platform preferences.

This study illustrates that consumers are driven to interact with brands based upon the ten motive categories. These motives, in turn, are associated with different platform uses. Thus, it is important for brands to adopt ambidexterity across multiple communication platforms.

This research adds to the understanding of brand–consumer interactions conducted on online and offline communication platforms.