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Understanding the effects of firms' unresponsiveness on social media toward customer feedback on customers' engagement: the impact of ethnicity Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-03-14 Sıddık Bozkurt, David Gligor, Linda D. Hollebeek, Cameron Sumlin
Purpose This article explores how firms' unresponsiveness to Black customer feedback influences Black (vs. White) customers' perceived firm-based discrimination and brand engagement. Design/methodology/approach Two experimental studies (Study 1(N1) = 254) and Study 1(N2) = 484) are conducted to test the modeled relationships. The data are analyzed using ANOVA, PROCESS Model 4 and PROCESS Model 7. Findings
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Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-03-14 Inma Rodríguez-Ardura, Antoni Meseguer-Artola, Doaa Herzallah, Qian Fu
Purpose There 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. Based on the service-dominant (S-D) logic, an integrative model is provided that connects the impact of convenience and personalisation strategies (CPSs) on an e-retailer's performance – by offering co-creation opportunities
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Tweeting for change: social media narratives for sustainable service Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-02-15 Anjala S. Krishen, Jesse L. Barnes, Maria Petrescu, Shaheena Janjuha-Jivraj
Purpose This interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness, customer recognition and ongoing demand for sustainable service. Design/methodology/approach A two-phase exploratory analysis of 10,342 tweets from 2019–2020 was conducted by sustainable global corporations to identify
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The impact of brand connectedness on consumer engagement behavior in the social media brand community Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-02-08 Gongli Luo, Junying Hao, He Ma
Purpose Triggered by the extensive use of social media brand communities (SMBCs) in interactive marketing, this article aims to explore how brand connectedness (BC) affects consumer engagement behavior (CEB) in SMBCs. Design/methodology/approach The research model was verified with the partial least squares structural equation modeling applied to the actual data collected from the web crawling largest
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Negative online brand engagement: conceptualisation, scale development and validation Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-02-08 Xinyu Dong, Cleopatra Veloutsou, Anna Morgan-Thomas
Purpose Negative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is potentially more impactful or detrimental to brands than its positive counterpart, few studies have examined negative brand-related cognitions, feelings and behaviours. Building on the concept of brand engagement, this study
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Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-02-05 Rania B. Mostafa, Mohamed Temerak
Purpose This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically, a model examining the mediating role of FBBP experience and the moderating role of brand love is proposed and tested. Design/methodology/approach Data from 283 FBBP users were analyzed using structural equation modeling
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The pathways of increasing online celebrity brand equity and followers' hotel booking intention: a serial multiple mediation model Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-02-05 Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong, Phuong Thi Kim Tran
Purpose From 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 increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI). Design/methodology/approach Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok
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Untouchable them: the effect of chatbot gender on angry customers Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-02-02 Shichang Liang, Rulan Li, Bin Lan, Yuxuan Chu, Min Zhang, Li Li
Purpose This 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 companies to deploy chatbots effectively in customer anger. Design/methodology/approach This research relies upon a systematic literature review to propose three hypotheses, and we recruit 826 participants to examine
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Virtual influencers and corporate reputation: from marketing game to empirical analysis Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-02-01 Baogui Xin, Yaru Hao, Lei Xie
Purpose This study delves into how corporations make decisions about influencer marketing. Specifically, it examines the differences between human influencers, who carry the risk of scandals, and virtual influencers, a new and unpredictable realm, regarding their integration with social media platforms. Design/methodology/approach Using game theory and empirical data, the study explores crucial factors
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Just enough unless my community needs more! The necessity shopper scale and the mediating effect of connectedness on buying more Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-01-24 Stephen Bok, James Shum, Maria Lee
Purpose Consumer 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 on investment. Buying more does not mean equivalent gains for additional money spent. The researchers developed and validated the necessity shopper scale (NSS) to study need-focused shoppers. Design/methodology/approach
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Decoding individual motivations and responses to misinformation: insights from thematic analysis Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-01-22 Anubhav Mishra, Nishtha Malik, Anuja Shukla
Purpose This research aims to explores consumers' motives and attitudes toward misinformation (fake reviews), its characteristics and its impact on individuals, brands and firms. Design/methodology/approach A thematic analysis was undertaken to meet the research objectives by analyzing qualitative data from in-depth interviews with a diverse sample (N = 48). Findings The findings indicate that altruism
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From pixels to engagement: examining the impact of image resolution in cause-related marketing on Instagram Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-01-09 Sann Ryu
Purpose This study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement. Design/methodology/approach Three studies were conducted through an experimental design. Study 1 (N = 155) uncovered the mediation underlying the effects of image quality (low and high image resolution). Study 2 (N = 160) replicated the
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The role of gender-identity congruity in cross-gender endorsement in the context of live streaming Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2024-01-03 Xiang Chen, Shuojia Guo, Shuhua Han
Purpose This 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 context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence. Design/methodology/approach
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From screen to cart: how influencers drive impulsive buying in livestreaming commerce? Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-12-19 Xinyu Ma, Eugene Cheng-Xi Aw, Raffaele Filieri
Purpose The recent livestreaming commerce has magnified the role of influencer marketing, where the influencers are partnering with brands for product promotion. This study examines the impact of influencer attributes, interaction strategies and parasocial relationships on impulsive buying in livestreaming commerce. Design/methodology/approach A survey with 368 livestreaming commerce users was analyzed
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How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-12-18 Zhucheng Shao
Purpose Aiming to address the problem in which practitioners mindlessly prioritise the reputation of social media influencers (SMIs) over ensuring proper congruence between the influencers themselves and content marketing strategies, this study develops a conceptual framework that adopts an elaboration likelihood model and attachment theory to ascertain the effects of SMIs, live content marketing and
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Does the verified badge of social media matter? The perspective of trust transfer theory Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-12-12 Chien Hsiang Liao, Jung-Kuei Hsieh, Sushant Kumar
Purpose On 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 or are influenced by the influencer's large following. This research aims to investigate the impact of verified badges on followers' trust and behavioral intentions. Design/methodology/approach This research conducts
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“I can't look at you while talking!” – fear of missing out and smartphone addiction as predictors of consumer's phubbing behavior Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-12-08 Justin Paul, Parul Manchanda, Nupur Arora, Aanchal Aggarwal
Purpose Smartphones have become a vital element of daily life and because of this ongoing reliance, consumer' attention is drawn to online platforms, which may harm societal communications. Therefore, this paper investigates a behavioral addiction known as “fear of missing out” (FoMO), which causes anxiety and leads to more problematic smartphone usage and phubbing behavior (PB). In addition, this
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Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-12-06 Jung-Kuei Hsieh, Sushant Kumar
Purpose The purpose of this paper addresses the issue of inconsistent findings regarding the impact of consumers' need for touch (NFT) on webrooming behavior. It investigates the moderator of maximization by drawing on maximizing mindset theory. Design/methodology/approach Three studies were carried out to test the hypothesized relationships. The first study investigated the impact of autotelic NFT
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Can the humanisation of smart home speakers improve user's attitude towards covert information collection? Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-12-02 Natalia Lavado-Nalvaiz, Laura Lucia-Palacios, Raúl Pérez-López
Purpose This paper analyses whether the humanisation of smart home speakers can improve users' attitudes towards covert information collection. Additionally, it examines the direct and indirect impact of trust, social presence and user's perceived surveillance on attitude towards covert information collection. Design/methodology/approach A total of 679 American users of smart home speakers are surveyed
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Meme marketing on social media: the role of informational cues of brand memes in shaping consumers' brand relationship Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-11-08 Yung-Cheng Shen, Crystal T. Lee, Wen-Ya Lin
Purpose The proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic literature on digital communications mostly focuses on popular forms such as selfies, branded posts, and branded emoticons. Less attention has been paid to brand memes and their implications for brand management. Based
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Voice-activated personal assistants and privacy concerns: a Twitter analysis Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-11-08 Miriam Alzate, Marta Arce Urriza, Monica Cortiñas
Purpose This 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 privacy-related press coverage on public sentiment and discussion volume; (2) the comparative negativity of privacy-focused conversations versus general conversations; and (3) the specific privacy-related topics that
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The influence of service provider's role overload on value co-creation behavior in the sharing economy: a mediated moderation model Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-10-26 Linhao Han, Tao Wang, Yu Jia, Yinger Ye, Tianyuan Liu, Jiayu Lv
Purpose This study investigates how role overload in the sharing economy leads to emotional exhaustion, which restricts value co-creation activity, and also investigates the moderating effect of perceived platform support. Design/methodology/approach Two experimental investigations and field research questionnaires were given to respondents with shared mobility industry expertise. Findings First, role
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Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-10-21 Hoang Tran Phuoc Mai Le, Jungkun Park, Trang Thi Nguyen, Jeewoo Yun
Purpose The 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 future directions for luxury marketing in the post-pandemic world. Design/methodology/approach A qualitative approach was employed, wherein 979 posts from SM platforms were analyzed with the text analytics software package
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From tech to touch: self-concept and testimonials in AR try-on versus website Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-10-05 Aihoor Aleem, Sandra Maria Correia Loureiro, Jéssica Martinho
Purpose One 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 and testimonials through an augmented reality (AR) try-on app versus a website. Design/methodology/approach An online survey was conducted with 222 participants, in which they were randomly exposed to two scenarios:
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Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-10-04 Diem-Trang Vo, Nguyen Quynh Mai, Long TV Nguyen, Nguyen Hoang Thuan, Duy Dang-Pham, Ai-Phuong Hoang
Purpose The 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 of interactive marketing – forms of faking, manipulation and exploitation. Authenticity becomes a key topic in interactive marketing as it reflects how customers assess digital touchpoints. However, there is a lack
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Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-09-30 Suha Fouad Salem, Alshaimaa Bahgat Alanadoly, Mohammed Ali Bait Ali Sulaiman
Purpose This 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 relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As significant factors affecting gamers, gender and gaming
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Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-09-20 Chunhua Sun, Chenhui Ye, Changdan Li, Yezheng Liu
Purpose In the online marketing context, virtual reality (VR) has been used to display products and shopping environment, which effectively enhances the consumer experience. VR technology can not only recreate scenes similar to the real world (virtual authenticity, VA) but also create fictitious and desirable scenes that do not exist in the real world (virtual ideality, VI). The differences between
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The relationship between AI stimuli and customer stickiness, and the roles of social presence and customer traits Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-09-07 Gang Li, Zhihuang Zhao, Lan Li, Yuanbo Li, Mengjiao Zhu, Yongxin Jiao
Purpose This study investigates the influence of artificial intelligence (AI) stimuli on customer stickiness (CS), the mediation effects of social presence (SP) and the moderating impacts of customer traits in this influencing process. Design/methodology/approach Drawing on the arousal theory and social response theory, a conceptual model was established and tested by a data set of 268 customers in
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Social- or task-oriented: how does social crowding shape consumers' preferences for chatbot conversational styles? Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-08-30 Jiaji Zhu, Yushi Jiang, Xiaoxuan Wang, Suying Huang
Purpose Driven by artificial intelligence technology, chatbots have begun to play an important customer service role in the online retail environment. This study aims to explore how conversational styles improve the interaction experience between consumers and chatbots in different social crowding environments, and the moderating role of product categories is considered. Design/methodology/approach
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Physical or digital media: the mediating role of psychological ownership Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-08-09 Rusty Stough, Christian Graham
Purpose Access 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 decision to purchase either physical or digital books, and extend theory on access to art and provide a unique lens through which marketers can sell digital media. Design/methodology/approach Study 1 is a field study in
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Richness and dynamics: how to improve virtual reality tourism adoption with virtual social clues Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-08-08 Jiaji Zhu, Yushi Jiang, Yedi Wang, Qiang Yang, Wei Li
Purpose Tourism 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 interactive experience of tourists and encouraging tourists to adopt VR are not yet fully understood. This study explores the willingness of tourists to adopt VR tourism from the dual aspects, richness and dynamics
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Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-08-02 Werner H. Kunz, Jochen Wirtz
Purpose Despite all the recent achievements in the field of interactive marketing and artificial intelligence (AI), it is important to consider the ethical implications of these technologies. This paper explains the concept of corporate digital responsibility (CDR) and how it is affected by new advances in AI. Design/methodology/approach The authors build on the work of Wirtz et al., (2023) and derive
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Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-08-01 Miguel Angel Moliner, Vicent Tortosa-Edo
Purpose The objective of this research is to analyze how omnichannel consumer journey design (OCJD) influences the online customer experience (OCE) and e-satisfaction in consumers' multirooming behavior (searching for information in online and offline channels and purchasing the product online). Design/methodology/approach The problem-solving theory and experiential marketing perspective are the theoretical
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Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-08-01 Eric L. Swan, James W. Peltier, Andrew J. Dahl
Purpose Digital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare. This study aims to understand patient perceptions of AI and its impact on value co-creation. Design/methodology/approach A conceptual model was developed to investigate how value co-creation operant resources (digital
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The role of cuteness on consumer attachment to artificial intelligence agents Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-07-29 Alexis Yim, Annie Peng Cui, Michael Walsh
Purpose This 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 to them. In addition, the current paper examines the consequences of the attachment to AI agents. Design/methodology/approach A pretest to validate the measurement scale for the attachment to AI agents and a survey
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How source of product acquisition affects consumers' reliance on positive word-of-mouth: a mental imagery perspective Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-07-27 Chunfeng Chen, Depeng Zhang
Purpose This 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 product acquisition (purchased vs. gifted) and exploring whether and how they affect consumers' reliance on word-of-mouth (WOM). Design/methodology/approach The research model was developed based on the mental imagery theory
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How do consumers interact with social media influencers in extraordinary times? Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-07-26 Natalya Saldanha, Rajendra Mulye, Arnold Japutra
Purpose Consumers are increasingly spending more time on social media platforms to cope with anxiety and loneliness resulting from the recent pandemic. The extraordinary times, characterised by isolation and lockdown, has placed increasing dependence on online technology as a coping mechanism in which social media influencers (SMIs) served as the human face of brands, helping both consumers and brands
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Artificial intelligence in interactive marketing: a conceptual framework and research agenda Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-07-26 James W. Peltier, Andrew J. Dahl, John A. Schibrowsky
Purpose Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how it may mutually benefit consumers and firms. In this paper, the authors conduct an extensive review of the marketing literature, develop an AI framework for
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Let virtual creatures stay virtual: tactics to increase trust in virtual influencers Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-07-24 Ying Qu, Eunsoo Baek
Purpose Advances 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 social networking services and explores factors that enhance or dampen these attitudes. In three experiments, it was explored how contextual factors (background and companion) interact with human (HIs) and VIs, influencing
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It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-07-01 Quan Xie, Sidharth Muralidharan
Purpose Non-fungible tokens (NFTs) are gaining popularity as investments and personal indulgences, prompting brands to integrate them into marketing campaigns. Thus, understanding consumer personality traits toward NFTs is essential for success. This study presents a model that explores how social comparison orientation (SCO) influences perceived exclusivity and financial benefits of NFT marketing
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Money matters? Effect of reward types on customers' review behaviors Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-06-28 Yajun Zhang, Yongge Niu, Zhi Chen, Xiaoyu Deng, Banggang Wu, Yali Chen
Purpose Online 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 customers' review behavior, including review frequency and sentiment. To address this gap, we investigated the effects of different reward types on customers' review behavior and how these rewards influence customers'
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AI-powered touch points in the customer journey: a systematic literature review and research agenda Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-29 Ai-Zhong He, Yu Zhang
Purpose Various consumer-facing artificial intelligence (AI) applications are used to interact with consumers at all purchase stages, and related research has sharply increased. This study aims to synthesize the literature related to consumer–AI interaction using the customer journey framework, identify the factors affecting AI's effectiveness in interactive marketing and offer an agenda for future
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Strengthening consumer–brand relationships through avatars Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-29 Mohamed H. Elsharnouby, Chanaka Jayawardhena, Hongfei Liu, Alaa M. Elbedweihy
Purpose Avatars have become increasingly prevalent on brand websites, yet their impact on consumers' use of these sites remains underexplored. The current study focuses on avatars, which are three-dimensional animated graphical web interfaces that verbally aid the brand stakeholders (e.g. customers, employees and suppliers). Avatars provide administrative and technical information through the brand
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Value co-creation through branded apps: enhancing perceived quality and brand loyalty Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-29 Trang Tran, David G. Taylor, Chao Wen
Purpose Branded applications (apps) are increasingly important in marketers' omnichannel strategies. They have not only changed the way customers purchase but also changed the way how companies interact with customers. Building on value co-creation literature, this research investigates consumer brand engagement's role in enhancing perceived quality and brand loyalty via value co-creation. Design/
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Digital consumer engagement: examining the impact of native advertising exposure in a social network Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-29 Kristen L. Sussman, Laura F. Bright, Gary B. Wilcox
Purpose The digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing outcomes. Thus, the current study integrates native advertising with engagement literature to compare engagement outcomes between feed and banner placements before analyzing engagement outcomes of sponsored social media
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Early backers' social and geographic influences on the success of crowdfunding Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-29 Zecong Ma
Purpose While crowdfunding provides a novel method for entrepreneurs and startups to raise funding from consumers, a high percentage of crowdfunding projects fail to achieve their funding goals. This study aims to investigate the impact of early backers on crowdfunding success (i.e. reaching funding goals) by considering their social and geographic peer influences. Design/methodology/approach The author
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What you see is what you get: assessing in-game advertising effectiveness Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-29 Mawra Hussain, Talat Islam, Saif Ur Rehman
Purpose This study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers' purchase intentions. Specifically, this study aims to explore the intervening role of feelings of presence between in-game advertisement interactivity and consumer purchase intention. It further explores whether game–product congruence moderates the relationship between feelings of
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Digital modality richness drives vivid memory experience Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-26 Tseng-Lung Huang, Henry F.L. Chung, Xiang Chen
Purpose The purpose of this study is to clarify the role of various levels of modality richness [text-visual, audiovisual and augmented reality interactive technology (ARIT)] on vivid memories (visual sensory detailed, emotionally intense, first-person perspective and coherent) and exploratory behavior. To clarify which modality richness online retailers use is more appropriate to create a virtual
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Unveiling the effect of benign and malicious envy toward social media influencers on brand choice Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-23 Tien Wang, Trung Dam-Huy Thai, Ralph Keng-Jung Yeh, Camila Tamariz Fadic
Purpose Drawing 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' choice of endorsed or rival brands. Design/methodology/approach A sample of 453 social media users was obtained to examine the research model. Findings Homophily and symbolism positively affect both benign and malicious
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Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-03 E. Sophía Valenzuela-Gálvez, Álvaro Garrido-Morgado, Óscar González-Benito
Purpose In an effort to evaluate if and how emojis might boost customer engagement in email marketing, the current research aims to analyzes emojis' effects and investigates how certain features, such as the type of emoji or the way of emojis' presentation (repetition and position), moderate their effectiveness. Design/methodology/approach This research comprises four experimental studies. The first
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Vertically versus horizontally differentiated information disclosure in travel live streams – the role of sensory imagery Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-03 Jin Sun, Jingshu Yang, Yonggui Wang
Purpose This paper aims to investigate the differential effects of vertical attributes and horizontal attributes on visit intention under proximal and distal sensory imagery in travel live streams. Design/methodology/approach This research used a multimethod approach with four studies. Three designed experiments were first employed to prove casual relations of the hypothesized relations. Then, a structural
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The virality of advertising content Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-03 Balpreet Kaur, Justin Paul, Rishi Raj Sharma
Purpose The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions. Design/methodology/approach Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality. Findings
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Impacts of brand digitalization on brand market performance: the mediating role of brand competence and brand warmth Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-03 Yao Li, Xuge Song, Mi Zhou
Purpose This study examines the relationship between brand digitalization and brand market performance, mediated by brand competence and brand warmth and moderated by brand familiarity, from a consumer perspective. Design/methodology/approach This study conducted a 2 (brand digitalization: yes vs no) × 2 (brand familiarity: high vs low) between-subject experiment and administered a survey with 693
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Birds of a feather flock together: matched personality effects of product recommendation chatbots and users Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-03 Eunjoo Jin, Matthew S. Eastin
Purpose AI-driven product recommendation chatbots have markedly reduced operating costs and increased sales for marketers. However, previous literature has paid little attention to the effects of the personality of e-commerce chatbots. This study aimed to examine the ways that the interplay between the chatbot's and the user's personality can increase favorable product attitudes and future intentions
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Impact of brand community supportive climates on consumer-to-consumer helping behavior Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-03 Junyun Liao, Wei Wang, Peng Du, Raffaele Filieri
Purpose This paper aims to explore whether or not and how brand community supportive climates (information- versus emotion-supportive climates) have an impact on consumer-to-consumer helping behavior. Design/methodology/approach A survey of users of cell phone brand communities was conducted, and data from 413 participants were used to validate the hypotheses of this study. Findings Results indicated
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More is not necessarily better: an inverted U-shaped relationship between positively framed attributes and advertising effectiveness Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-03 Yongge Niu, Zhuzhu Feng, Yixuan Niu
Purpose Many companies must choose a marketing strategy to promote new products. This includes publishing digital video advertising with interactive features on the Internet. Guided by the attribute-framing theory, this study investigates the impact of the number of positive attribute framings (NPAF) in advertising messages on consumer responses. This study aims to check whether new products are incrementally
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Can you imagine yourself wearing this product? Embodied mental simulation and attractiveness in e-commerce product pictures Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-03 Francine Zanin Bagatini, Eduardo Rech, Natalia Araujo Pacheco, Leonardo Nicolao
Purpose This paper aims to understand what kind of fashion product picture can arouse greater embodied mental simulation at two distinct steps of consumers' shopping journey (choice between options and purchase intention). Design/methodology/approach Two experimental studies were developed. Study 1 (n = 169) investigated consumers' purchase intention, and Study 2 (n = 156) investigated consumers' choice
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Do you want to be roasted? The boundaries of using dark humor as a brand-to-brand communication strategy Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-05-05 Jose Luis Saavedra Torres, Ashok Bhattarai, Anh Dang, Monika Rawal
Purpose This 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 roasting messages in which a brand humorously insults its peers. Design/methodology/approach The authors used a sampling method to recruit 286 participants from the United States. They employed an ANOVA and Tukey's post
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The impact of brand transparency of food delivery apps in interactive brand communication Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-04-25 Prasanta Kr Chopdar, Justin Paul
Purpose From the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps. Design/methodology/approach First, a set of precursors of brand transparency of food delivery apps from focus group discussions was identified. Next, an integrated model tests the impact of brand transparency, perceived risk and
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The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type Journal of Research in Interactive Marketing (IF 10.176) Pub Date : 2023-04-24 Yajun Zhang, Zhuoyan Shao, Jin Zhang, Banggang Wu, Liying Zhou
Purpose Facilitated by image retouch tools, social media influencers can digitally enhance their self-image in product recommendation posts. This paper proposes that image enhancement may serve as a cue for the audience to assess the authenticity of the influencer (“true to oneself”), which further affects the influencer's product recommendation effectiveness (i.e. attitudes toward the post and recommended