Subjects -> BUSINESS AND ECONOMICS (Total: 3570 journals)
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    - ECONOMIC SCIENCES: GENERAL (212 journals)
    - ECONOMIC SYSTEMS, THEORIES AND HISTORY (235 journals)
    - FASHION AND CONSUMER TRENDS (20 journals)
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MARKETING AND PURCHASING (116 journals)                     

Showing 1 - 105 of 105 Journals sorted alphabetically
Advances in International Marketing     Full-text available via subscription   (Followers: 6)
AMS Review     Partially Free   (Followers: 3)
Applied Marketing Analytics     Full-text available via subscription   (Followers: 4)
Arts and the Market     Hybrid Journal   (Followers: 5)
Asia Pacific Public Relations Journal     Open Access   (Followers: 1)
Atlantic Marketing Journal     Open Access   (Followers: 3)
Australasian Marketing Journal (AMJ)     Hybrid Journal   (Followers: 4)
CBR - Consumer Behavior Review     Open Access  
Cogent Business & Management     Open Access   (Followers: 2)
Consumer Psychology Review     Hybrid Journal   (Followers: 3)
Customer Needs and Solutions     Hybrid Journal   (Followers: 4)
European Journal of Management Issues     Open Access   (Followers: 1)
Expert Journal of Marketing     Open Access   (Followers: 4)
IMP Journal     Hybrid Journal  
Innovative Marketing     Open Access   (Followers: 4)
International Journal of Applied Behavioral Economics     Full-text available via subscription   (Followers: 18)
International Journal of Customer Relationship Marketing and Management     Full-text available via subscription   (Followers: 11)
International Journal of Event and Festival Management     Hybrid Journal   (Followers: 6)
International Journal of Export Marketing     Hybrid Journal   (Followers: 1)
International Journal of Industrial Marketing     Open Access   (Followers: 7)
International Journal of Internet Marketing and Advertising     Hybrid Journal   (Followers: 20)
International Journal of Islamic Marketing and Branding     Hybrid Journal   (Followers: 5)
International Journal of Leisure and Tourism Marketing     Hybrid Journal   (Followers: 15)
International Journal of Marketing Studies     Open Access   (Followers: 12)
International Journal of Online Marketing     Full-text available via subscription   (Followers: 5)
International Journal of Sport Communication     Hybrid Journal   (Followers: 6)
International Journal of Sports Marketing and Sponsorship     Hybrid Journal  
International Review of Communication and Marketing Mix : IROCAMM     Open Access   (Followers: 1)
International Review of Management and Marketing     Open Access   (Followers: 12)
Italian Journal of Marketing     Hybrid Journal  
Journal of Advertising Education     Hybrid Journal  
Journal of Brand Management     Hybrid Journal   (Followers: 12)
Journal of Brand Strategy     Full-text available via subscription   (Followers: 4)
Journal of Business Logistics     Hybrid Journal   (Followers: 8)
Journal of Business-to-Business Marketing     Hybrid Journal   (Followers: 13)
Journal of Contemporary Marketing Science     Hybrid Journal   (Followers: 1)
Journal of Credit Risk     Full-text available via subscription   (Followers: 1)
Journal of Cultural Marketing Strategy     Full-text available via subscription   (Followers: 1)
Journal of Destination Marketing & Management     Hybrid Journal  
Journal of Digital & Social Media Marketing     Full-text available via subscription   (Followers: 16)
Journal of Economics and Management Sciences     Open Access  
Journal of Education Advancement & Marketing     Full-text available via subscription   (Followers: 1)
Journal of Euromarketing     Hybrid Journal   (Followers: 3)
Journal of Fashion Marketing and Management     Hybrid Journal   (Followers: 9)
Journal of Global Fashion Marketing     Hybrid Journal   (Followers: 2)
Journal of Global Responsibility     Hybrid Journal   (Followers: 3)
Journal of Global Scholars of Marketing Science : Bridging Asia and the World     Hybrid Journal   (Followers: 1)
Journal of Historical Research in Marketing     Hybrid Journal   (Followers: 4)
Journal of Hospitality Marketing & Management     Hybrid Journal   (Followers: 8)
Journal of International Marketing Modeling     Open Access   (Followers: 1)
Journal of Islamic Marketing     Hybrid Journal   (Followers: 4)
Journal of Marketing Analytics     Hybrid Journal   (Followers: 5)
Journal of Marketing and Consumer Research     Open Access   (Followers: 6)
Journal of Marketing and HR     Open Access   (Followers: 2)
Journal of Marketing Behavior     Full-text available via subscription   (Followers: 9)
Journal of Marketing Channels     Hybrid Journal   (Followers: 5)
Journal of Marketing for Higher Education     Hybrid Journal   (Followers: 10)
Journal of Marketing Management     Hybrid Journal   (Followers: 21)
Journal of Medical Marketing     Hybrid Journal   (Followers: 12)
Journal of Personal Selling and Sales Management     Hybrid Journal   (Followers: 9)
Journal of Place Management and Development     Hybrid Journal   (Followers: 1)
Journal of Research in Interactive Marketing     Hybrid Journal   (Followers: 6)
Journal of Research in Marketing and Entrepreneurship     Hybrid Journal   (Followers: 10)
Journal of Revenue and Pricing Management     Hybrid Journal   (Followers: 4)
Journal of Social Marketing     Hybrid Journal   (Followers: 7)
Journal of the Association for Consumer Research     Full-text available via subscription   (Followers: 7)
Journal of Theoretical and Applied Electronic Commerce Research     Open Access  
Jurnal Ekonomi Manajemen     Open Access  
Jurnal Manajemen dan Pemasaran Jasa     Open Access  
Jurnal Manajemen Dayasaing     Open Access  
Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management     Open Access  
Luxury : History, Culture, Consumption     Full-text available via subscription   (Followers: 2)
Luxury Research Journal     Hybrid Journal   (Followers: 2)
Management & Marketing     Open Access   (Followers: 2)
Management of Organizations: Systematic Research     Open Access  
Management Sciences. Nauki o Zarz?dzaniu     Open Access  
Marco : Márketing y Comunicación Política     Full-text available via subscription  
Marketing & Tourism Review     Open Access   (Followers: 1)
Marketing Education Review     Full-text available via subscription   (Followers: 6)
Marketing Theory     Hybrid Journal   (Followers: 15)
Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan     Open Access  
Mercati & Competitività     Full-text available via subscription  
NIM Marketing Intelligence Review     Free   (Followers: 1)
Nonprofit Communications Report     Hybrid Journal   (Followers: 3)
Organicom     Open Access  
Pacific Rim Property Research Journal     Hybrid Journal  
Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias     Open Access  
Poliantea     Open Access  
Propel Journal of Applied Management     Open Access   (Followers: 3)
Public Opinion Quarterly     Hybrid Journal   (Followers: 22)
Public Relations Inquiry     Hybrid Journal   (Followers: 5)
Publicitas : Comunicación y Cultura     Open Access  
Questiones Publicitarias     Open Access  
Recherche et Applications en Marketing     Hybrid Journal   (Followers: 1)
Recherche et Applications en Marketing (English Edition)     Hybrid Journal   (Followers: 1)
Research in Electronic Commerce Frontiers     Open Access   (Followers: 1)
Research World     Hybrid Journal  
Review of Market Integration     Hybrid Journal   (Followers: 2)
Review of Marketing Research     Hybrid Journal   (Followers: 13)
Revista Eletrônica Academicus     Open Access  
Social Marketing Quarterly     Hybrid Journal   (Followers: 6)
South Asian Journal of Marketing     Open Access   (Followers: 2)
Spanish Journal of Marketing - ESIC     Open Access  
Studia Universitatis Babes-Bolyai Oeconomica     Open Access   (Followers: 2)
Universal Journal of Industrial and Business Management     Open Access  

           

Similar Journals
Journal Cover
Journal of Research in Interactive Marketing
Journal Prestige (SJR): 0.484
Citation Impact (citeScore): 2
Number of Followers: 6  
 
Hybrid Journal Hybrid journal   * Containing 4 Open Access Open Access article(s) in this issue *
ISSN (Print) 2040-7122 - ISSN (Online) 2040-7130
Published by Emerald Homepage  [360 journals]
  • The impact of artificial intelligence stimuli on customer engagement and
           value co-creation: the moderating role of customer ability readiness

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      Authors: Li Gao , Gang Li , Fusheng Tsai , Chen Gao , Mengjiao Zhu , Xiaopian Qu
      Abstract: This article analyzes the effects of artificial intelligence (AI) stimuli on customer engagement as well as on value co-creation. The moderating role played by customer ability readiness is also examined. Total 426 questioners are collected from the customers who consumed intelligent service robot. First, the perceived interactivity (PI) of AI stimuli have a significant positive impact on value co-creation; second, customer engagement plays a mediating effect on the relationship between PI and value co-creation; finally, customer ability readiness has a positive moderating effect on the relationship between AI stimuli, customer engagement and value co-creation. Firstly, the method of questionnaire survey has certain limitations, In future research, more advanced survey methods (such as social perception calculations) can be used to make survey samples more comprehensive and analysis results more accurate. Secondly, the paper used a single-dimensional test for the two variables of customer engagement and value co-creation. Future research should divide the dimensions of customer engagement and value co-creation into more specific way. Finally, this study lacks research on the regulatory effect of customer ability readiness and further division of customer readiness. First, this paper uses the arousal theory to participate in marketing theory and value co-creation theory, which is the cross and fusion of theory, and also the enrichment and expansion of the existing theoretical research, with a certain theoretical innovation. Second, based on previous research, this research developed and designed a measurement scale for AI stimuli. Finally, through empirical research, it is found that the perceived personalization of AI stimuli does not have a significant direct effect on value co-creation, which is a new views and insight. First, when using intelligent customer service robots, companies should pay attention to improving the PI and personalization of intelligent customer service robots. Second, companies should attach importance to the development environment of customer engagement, proactively and effectively identify customer needs. Finally, companies should provide customers with a good support atmosphere, publicize and explain in advance the use of intelligent customer service robots to increase their confidence. The study develops a scale of AI stimuli and is among the first to integrate and examine the inter-relationships between customer engagement, customer ability, and value co-creation from the increasingly important phenomenological perspective of AI.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-05-03
      DOI: 10.1108/JRIM-10-2021-0260
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • The virality of advertising content

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      Authors: Balpreet Kaur , Justin Paul , Rishi Raj Sharma
      Abstract: The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions. 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. Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.” The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-05-02
      DOI: 10.1108/JRIM-10-2021-0268
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Using personalization for cause-related marketing beyond compassion fade
           on social media

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      Authors: Jihye Kim , Minseong Kim
      Abstract: In light of the increasing occurrences of social issues and natural disasters, the number of people who need financial assistance is also growing. Using the compassion fade framework, marketing scholars have focused on the impact of the number of victims in need of monetary donations. Situated in the cause-related marketing context, the purpose of this study is to test whether personalization and perceived social visibility moderate the influence of compassion on social engagement intention to participate in a company’s charity. This study conducted an online experiment with a 2 (number of children in need: single vs group) x 2 (personalization: personalized vs general) between subjects’ design and measured perceived social visibility as a numeric variable divided into three groups. Two-way analysis of covariance (ANCOVA), a simple moderation analysis, and a moderated mediation analysis using the PROCESS macro were conducted to test the hypotheses. Compassion fade occurred in general advertisements whereas the opposite tendency occurred in personalized advertisements. The positive effect of compassion on social engagement intention was stronger at a high level of perceived social visibility; the effect was significant but weak in the low perceived social visibility condition. The indirect effects from the number of children to social engagement intention via compassion were significant in the personalized ads with medium/high social visibility conditions and general ads with medium/high social visibility conditions; the indirect effects were insignificant in the personalized ads with low social visibility and general ads with low social visibility conditions. The findings of this study should help companies develop and implement effective cause-related marketing strategies via social media, providing consumers with an opportunity to show others how they support social and environmental issues. This study increases the understanding of the influence of the number of children in need on social media posts incorporating cause-related marketing and emphasizes the interaction effects of compassion, personalization and perceived social visibility.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-04-19
      DOI: 10.1108/JRIM-10-2021-0242
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Boost your email marketing campaign! Emojis as visual stimuli to influence
           customer engagement

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      Authors: E. Sophía Valenzuela-Gálvez , Álvaro Garrido-Morgado , Óscar González-Benito
      Abstract: 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. This research comprises four experimental studies. The first two analyze whether the presence and the type of emoji (facial vs non-facial) influence customer engagement. Then, two more studies analyze the influence of the presence and type of emoji, as well as repetitions (repetition vs no repetitions) and positions (left vs right). The data collection is through email marketing campaigns, with two types of brands. The analysis is a fractional factorial design in one- and two-way interactions to identify the influence of presentation features. Emojis influence customer engagement and can trigger interactive behaviors and increase customer engagement, even in a channel that generally is less prone to interaction. The emojis increase the probability of opening the email, the number of times email gets opened and clicks to access additional content. The varied results suggest the need for more research to confirm the findings regarding presentation features. This research offers novel implications for interactive marketing and the theory of visual rhetoric because the research establishes how visual stimuli such as emojis can persuade and capture customer attention and increase customer engagement. Practitioners can optimize email marketing by using emojis strategically to attract audience interest, provoke interactions, build relationships and generate word of mouth, leading to better consumer experiences, loyalty and brand profitability. Most studies use semantic analysis to analyze emojis; the current study instead tests whether emojis can increase customer engagement in a less-interactive channel and then also considers the moderating role of several emoji-relevant variables. In addition, the authors apply the theory of visual rhetoric to explicate the original findings, which are gathered from a unique data set involving real marketing campaigns.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-04-12
      DOI: 10.1108/JRIM-02-2021-0033
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Enhancing brick-and-mortar store shopping experience with an augmented
           reality shopping assistant application using personalized recommendations
           and explainable artificial intelligence

         This is an Open Access Article Open Access Article

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      Authors: Robert Zimmermann , Daniel Mora , Douglas Cirqueira , Markus Helfert , Marija Bezbradica , Dirk Werth , Wolfgang Jonas Weitzl , René Riedl , Andreas Auinger
      Abstract: The transition to omnichannel retail is the recognized future of retail, which uses digital technologies (e.g. augmented reality shopping assistants) to enhance the customer shopping experience. However, retailers struggle with the implementation of such technologies in brick-and-mortar stores. Against this background, the present study investigates the impact of a smartphone-based augmented reality shopping assistant application, which uses personalized recommendations and explainable artificial intelligence features on customer shopping experiences. The authors follow a design science research approach to develop a shopping assistant application artifact, evaluated by means of an online experiment (n = 252), providing both qualitative and quantitative data. Results indicate a positive impact of the augmented reality shopping assistant application on customers' perception of brick-and-mortar shopping experiences. Based on the empirical insights this study also identifies possible improvements of the artifact. This study's assessment is limited to an online evaluation approach. Therefore, future studies should test actual usage of the technology in brick-and-mortar stores. Contrary to the suggestions of established theories (i.e. technology acceptance model, uses and gratification theory), this study shows that an increase of shopping experience does not always convert into an increase in the intention to purchase or to visit a brick-and-mortar store. Additionally, this study provides novel design principles and ideas for crafting augmented reality shopping assistant applications that can be used by future researchers to create advanced versions of such applications. This paper demonstrates that a shopping assistant artifact provides a good opportunity to enhance users' shopping experience on their path-to-purchase, as it can support customers by providing rich information (e.g. explainable recommendations) for decision-making along the customer shopping journey. This paper shows that smartphone-based augmented reality shopping assistant applications have the potential to increase the competitive power of brick-and-mortar retailers.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-04-12
      DOI: 10.1108/JRIM-09-2021-0237
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • From direct marketing to interactive marketing: a retrospective review of
           the

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      Authors: Weng Marc Lim , Satish Kumar , Nitesh Pandey , Tareq Rasul , Vidhu Gaur
      Abstract: This study aims to present a retrospective of the Journal of Research in Interactive Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM's growth in publication and citation, and an exploration of the journal's major themes and methodologies employed. This study used a bibliometric methodology consisting of analytical techniques such as performance analysis, co-authorship network analysis, and bibliographic coupling to present a retrospective of JRIM. This study finds that JRIM has grown consistently in terms of its publications and citations with its major themes being social media, advertising and communication, technology adoption, customer behavior, multi-channel marketing, viral marketing, and relationship marketing. This study also reveals that the journal's contributing authors tend to employ empirical and quantitative methodologies. This is the first study to present a retrospective of JRIM and one of the few that present a retrospective of interactive marketing. Besides presenting the major themes, this study also analyzes the growth that such themes have undergone with time and what are the major themes in recent times in relation to the body of knowledge on interactive marketing curated through JRIM.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-04-05
      DOI: 10.1108/JRIM-11-2021-0276
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Creating immersive and parasocial live shopping experience for viewers:
           the role of streamers' interactional communication style

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      Authors: Junyun Liao , Keyi Chen , Jun Qi , Ji Li , Irina Y. Yu
      Abstract: Live streaming commerce has grown rapidly in recent years. Although the way streamers communicate with viewers is the key to influencing users' purchase behaviors, little is known about the influence of streamers' communication style on purchase intention. Drawing on parasocial interaction theory and flow theory, this study examines the influence of streamers' interaction orientation on viewers' immersion and parasocial interactions, and its effect on viewers' purchase intentions. The moderating effect of streamers' expertise and attractiveness is also examined. The authors conducted an empirical study using a structural equation modeling approach based on 407 responses to a questionnaire completed by live streaming audiences. Results indicate that streamers' interaction orientation has a positive effect on viewers' immersion and parasocial interactions, in turn positively affecting viewers' willingness to purchase. Streamers' expertise positively moderates the effect of their interaction orientation on viewers' immersion and parasocial interactions. This research is among the first to explore the effect of streamers' communication style and provides a framework for how their communication style affects viewers' purchase intention by enhancing immersion and parasocial interaction in live streaming commerce.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-03-31
      DOI: 10.1108/JRIM-04-2021-0114
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Native advertising relevance effects and the moderating role of attitudes
           toward social networking sites

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      Authors: Hye Jin Yoon , Yan Huang , Mark Yi-Cheon Yim
      Abstract: Native advertising on social media continues to be a popular ad placement for marketers. With native ad-content relevance in need of further exploration regarding individual differences and social media public sentiment waning, this study set out to test the effects of ad-content relevance of native ads varying by users' pre-existing social networking site (SNS) attitude. Two experiments were conducted with native ads relevant and irrelevant to the surrounding media content with SNS attitude as a measured moderator and perceived ad importance as the mediator. Across Instagram and Twitter, SNS attitude moderated the effect of ad relevance on ad responses. Users that had lower SNS attitudes had significantly higher ad ratings that were relevant (vs. irrelevant) to the media content, while those that had higher SNS attitudes did not show differences. The lower SNS attitude individuals showed a greater appreciation for the relevant ads through the mediating effect of perceived importance. Marketers need to look beyond traditional ad attitude models and craft ad content strategies that consider target audiences' SNS preferences. Layering targeting tactics on Instagram and Twitter such as “interests” and “life events” with demographic targeting could help increase the chances of ad-content relevance. SNSs should advance their ad placement tools and utilize image, speech, and text recognition algorithms to help achieve ad-content relevance for greater ad effectiveness. This study adds to the literature by identifying SNS attitude as a qualifier of ad-content relevance effect for SNS native ads and uncovering perceived ad importance as the underlying psychological mechanism.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-03-30
      DOI: 10.1108/JRIM-07-2021-0185
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Drivers of satisfaction and usage continuance in e-grocery retailing: a
           collaborative design supported perspective

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      Authors: Amresh Kumar , Pallab Sikdar , Manali Gupta , Pratibha Singh , Neena Sinha
      Abstract: The purpose of the study is to identify the key antecedents relating to the interaction design of the e-groceryretail mobile applications and offer innovative marketing interventions to facilitate consumer–brand interaction and generate continuous usage intention. Data were collected from the subjects using a personally administered questionnaire by adopting a non-probability method. The target respondents of this study were individuals who are users of smartphone and have purchased groceries through mobile applications at least once in two months. On the basis of responses received, a sequential predictive analytic method that includes structural equation modelling (SEM) and artificial neural network (ANN) techniques were employed. The findings of the study highlighted the critical role of collaboration design in harbouring satisfaction and maintaining a regular clientele for e-grocery applications by confirming the presence of complementary mediation. Such validated proposition and tested research model backed by significant methodological rigour advances the research based on post-acceptance behavioural affordances in interactive marketing literature. The study endeavours to understand users' post-acceptance behaviour by analysing the contemporary factors relating to the interaction design of the platform in terms of mobile application attributes that would drive user patronage intentions. Further, the study highlights the pioneering role of collaboration design for e-grocery retailers, as the recent alliances among strategic players to achieve synergistic business leadership have proven to be a game-changing evolution in the industry.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-03-15
      DOI: 10.1108/JRIM-02-2020-0035
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Predicting value cocreation behavior in social media via integrating uses
           and gratifications paradigm and theory of planned behavior

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      Authors: Arash H. Zadeh , Maryam Farhang , Mohammadali Zolfagharian , Charles F. Hofacker
      Abstract: This research (1) investigates value cocreation behavior and the underlying activities on social media; (2) examines the motivational values and psychological predictors of cocreation intention on social media via uses and gratification paradigm (U&G) and the Theory of Planned Behavior (TPB); (3) investigates an underlying mechanism linking the motivational values to cocreation intention, via attitude. Structural Equation Modeling (SEM) and the mediation analysis are used to test the data from 417 Facebook users. Cocreation intention is (1) robustly influenced by extrinsic motivational values, such as purposive value; (2) indirectly affected, through attitude, by intrinsic motivational values such as entertainment and social enhancement; and (3) not associated with subjective norms, behavioral control and self-discovery. The latter is a likely result of this study's focus on explaining value cocreation rather than social media usage. This study is one of the first to identify antecedents of cocreation intention on Facebook, using an integrative model of TPB and U&G. Attitude serves as a key construct, mediating the effects of motivational values on cocreation intention, with mediation being partial for some values and complete for others. The existence of direct and indirect effects of motivational values and the mediating role of attitude points to the illustrious yet contested value–attitude–behavior hierarchy and offers explanations as to why some of the motivational values were not linked to the cocreation behavior on Facebook (Pelletier et al., 2020). Firms should strive to influence the attitude of their users toward cocreation intention as it links the influence of motivational values on value cocreation. Managers should strive to prepare an appropriate platform where customers can easily interact with one another and communicate different value propositions. The goal should be to enable customers to derive extrinsic values as they interact with corporate-sponsored social media content. More specifically, purposive value, followed by socializing value, should be emphasized during social media content design. For example, the content should feature concrete and convenient informational and instrumental benefits (purposive value) and provide customers with tools that enable them to create social support, friendship and intimacy (socializing value). In addition, entertainment value should not be dismissed. This research builds upon the emerging social media literature and a robust decision-making model to investigate value cocreation, predictors and an underlying mechanism explaining the relationships.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-03-10
      DOI: 10.1108/JRIM-10-2020-0209
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • “I will buy what my ‘friend’ recommends”: the effects of
           parasocial relationships, influencer credibility and self-esteem on
           purchase intentions

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      Authors: Nicky Chang Bi , Ruonan Zhang
      Abstract: Influencer marketing is a newer interactive marketing model that has attracted the attention of scholars and marketers. The study aimed to examine the mediation role of influencer credibility (IC) and the moderation role of self-esteem in the effects of individuals' parasocial relationships (PSR) with YouTube influencers on their product attitudes (PATs) and purchase intentions (PIs). The researchers used an online survey to test a sequential mediation model and moderation mediation models using Hayes PROCESS modeling. The researchers revealed a sequential mediation model that IC and PAT mediate the association between PSR and PI. Individuals who perceived IC to be low were more likely to buy an endorsed product when their self-esteem got lower. When their self-esteem is low, individuals tend to purchase the endorsed products if they have stronger PSR with the influencers. However, they are less likely to buy the endorsed products when their self-esteem gets higher. The study expands the dimensions of IC. The persuasive power of IC and influencer-user relationship was affected by individual differences, namely, self-esteem. Brands should pay attention to customers' personalities, motivations and preferences when designing strategies to market their products via social media.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-02-25
      DOI: 10.1108/JRIM-08-2021-0214
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • The power of numbers: an examination of the relationship between numerical
           cues in online review comments and perceived review helpfulness

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      Authors: Hongliu Li , Xingyuan Wang , Shuyang Wang , Wenkai Zhou , Zhilin Yang
      Abstract: The purpose of this study is to empirically examine the effects of the numerical cues (NC) used in online review comments on perceived review helpfulness and the underlying psychological mechanisms. An experimental design approach was employed to investigate the proposed research questions. Two experiments were conducted to test the hypotheses. Mplus 7 and Stata 14.0 were used for data analysis. Empirical findings support the positive correlation between the presence of NC in online review comments and perceived review helpfulness across different product categories. This relationship is mediated by two psychological responses of consumers: cognitive elaboration and credibility perception. This research adds to the existing literature by focusing on the value of NC in online review comments and how they can enhance perceived review helpfulness. Some practical implications are also addressed. For example, marketers can encourage consumers to post reviews that contain quantitative information to facilitate their target markets' comprehension of a product or brand. Building on the previous literature, the work adds incremental knowledge on the role NC in online review comments play in affecting consumers' perceptions. In addition, the research uncovers the underlying psychological responses that mediate the relationship between NC in review comments and perceived review helpfulness.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-02-23
      DOI: 10.1108/JRIM-09-2021-0239
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Enhancing consumer online reviews: the role of moral identity

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      Authors: Mavis T. Adjei , Nan Zhang , Ramin Bagherzadeh , Maryam Farhang , Ashok Bhattarai
      Abstract: This research aims to provide a theory-based means for firms to improve customers' likelihood to provide reviews and elicit reviews that are more accurate accounts of customers' consumption experience. The authors also examined the moderating impact of type of review (whether the reviews are anonymous or identified) on the effect of moral identity on the likelihood to provide reviews and accuracy of the reviews. Data were collected via two experiments (n = 524) in lab sessions. The authors used convenient samples comprised of college students and administrative staff. Study 1 was used to examine the impact of participants' naturally existing moral identity on the likelihood to provide reviews and the accuracy of the reviews provided. Study 2 was used to investigate whether moral identity can be artificially activated or not. Study 2 was also used to test the moderating impact of the type of review on the effect of moral identity (activated vs not activated/control) on likelihood to provide reviews and the accuracy of the reviews provided. The authors found that moral identity positively impacts the likelihood that customers will agree to provide reviews and the accuracy of the reviews. Also, the type of review moderates the effect of moral identity for those whose moral identity was not activated (i.e. uninfluenced). However, the type of review did not moderate the effect of moral identity when participants' moral identity was activated or primed. Strategies currently used to elicit online reviews yield low conversion rates or elicit reviews that potential customers do not trust. This paper provides an empirically tested, theory-driven means for managers of digital platforms to improve customer engagement behaviors such as “liking”, tweeting, sharing and product reviews.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-02-22
      DOI: 10.1108/JRIM-11-2020-0248
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Social media influencers as human brands: an interactive marketing
           perspective

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      Authors: Do Yuon Kim , Hye-Young Kim
      Abstract: This study examined how social media influencers create and leverage followers' attachment to deliver marketing messages by applying human brand theory and attachment theory. An online self-administered survey by 490 US adults who are Millennials (27–40) or Generation Z (18–26) in 2020 and currently following any specific social media influencer was conducted and analyzed. The results suggest that homophily, social presence and attractiveness create a greater attachment. Attachment enhances followers' loyalty to the influencer and advertising credibility and reduces their resistance to advertising, whereas it does not affect advertising perception. This study suggests the significance of emotional bonding which explains the recent industry shifts targeting “micro-influencers” and long-term partnerships. The attachment to the influencer leads the followers to become loyal, credit marketing messages and lower the resistance without altering the perception as advertising. This study identifies how attachment affects the followers' perception and response to the marketing message delivered by the influencer while previous studies were limited to the formulation process of attachment.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-02-03
      DOI: 10.1108/JRIM-08-2021-0200
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Examining identity- and bond-based hashtag community identification: the
           moderating role of self-brand connections

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      Authors: Soyeon Kwon , Sejin Ha
      Abstract: This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement. The authors further examine two paths to BHCI (i.e. identity- and bond-related antecedents) and the moderating role of self-brand connections (SBCs). An online survey was conducted with consumers who had participated in BH campaigns (N = 405). Data were analyzed using structural equation modeling. Identity-related (actual self-congruence) and bond-related (group similarity and group receptivity) antecedents positively influence BHCI and further BH engagement. The relative importance of identity- and bond-related antecedents on BHCI varies by consumers' SBCs. This study provides a new approach to understand BH engagement by focusing on the social identity communication aspect of hashtags.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2022-02-01
      DOI: 10.1108/JRIM-07-2021-0183
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • How social media's cause-related marketing activity enhances consumer
           citizenship behavior: the mediating role of community identification

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      Authors: Nianqi Deng , Xinyu Jiang , Xiaojun Fan
      Abstract: Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media. Data were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0. The three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors. The findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media. This study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-12-27
      DOI: 10.1108/JRIM-01-2020-0014
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • I am feeling so good! Motivations for interacting in online brand
           communities

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      Authors: Ricardo Godinho Bilro , Sandra Maria Correia Loureiro
      Abstract: This paper focuses on customer engagement in online brand communities (OBCs). Drawing upon self-determination theory (SDT), the research proposes a conceptual model portraying the effect of intrinsic and extrinsic motivations on hedonic and utilitarian rewards, which the authors posit will affect subjective well-being (SWB) and brand advocacy. Data collected through a questionnaire completed by 367 members of OBC were employed to test the structural theory using partial least squares-structural equation modelling (PLS-SEM). The empirical results reveal that intrinsic motivations significantly and positively affect hedonic and utilitarian rewards, but the same does not apply to extrinsic motivations. The results also confirm that hedonic and utilitarian rewards are significantly related to brand advocacy and SWB, although with different strengths. This study provides new insights to the emerging research on customer engagement in OBC, including its motivations and rewards for contributing to these communities, from an SDT perspective. In addition, this paper offers a novel approach, by introducing brand advocacy and SWB as consequences of customer engagement in OBCs.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-12-14
      DOI: 10.1108/JRIM-07-2021-0182
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Goal specificity or ambiguity' Effects of self-quantification on
           persistence intentions

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      Authors: Haijiao Shi , Rong Chen
      Abstract: The current study implies self-quantification to consumer behavior and investigates how self-quantification influences consumers' persistence intentions, then indicates the underlying mechanism and examines the role of sharing in social media context. The hypotheses are tested by three experimental studies. In study 1, the authors test the main effect of self-quantification on persistence intentions and demonstrate goal specificity as the mediator. In study 2 and 3, the authors explore sharing and sharing audience as the moderators. The current research demonstrates that quantifying personal performance increases consumers' persistence intentions because self-quantification makes the focal goal more specific. However, sharing self-quantification performance with others has a negative effect on the relationship between self-quantification and persistence intentions. Building on goal conflict theory, sharing diverts consumers' focus away from the goal itself and toward others' evaluation and judgment, which makes the focal goal more ambiguous. Moreover, the negative effect depends on who is the sharing audience. When consumers share with close others who hold a similar goal with them, the negative effect of sharing is dramatically reversed. The present research offers guidelines to managers about how to design self-tracking system to increase user's engagement and how to establish social community on social media platform to motivate users' goal pursuit. This study contributes to the research of self-quantification from consumer behavior perspective. It also enriches interactive marketing literature by broadening self-quantification relevant research from social interaction dimension.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-12-13
      DOI: 10.1108/JRIM-07-2021-0181
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Augmented reality interactive technology and interfaces: a construal-level
           theory perspective

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      Authors: Lan-Lung (Luke) Chiang , Tseng-Lung Huang , Henry F.L. Chung
      Abstract: In modern e-commerce and omnichannel management, consumers can utilize visual information delivered by augmented reality interactive technology (ARIT) to relate to products and view them worn on themselves. Accordingly, ARIT is increasingly common in online retail environments because this dynamicproduct imagery decreases the gap between online and offline shopping. On the basis of construal-level theory (CLT), this study not only examines the system characteristics that impact the perceived ease of use and usefulness of ARIT but also explores how these system characteristics can successfully affect online consumers to adopt ARIT in retail settings. In this study, ARIT is applied mainly in an online clothes fitting context. By conducting a task-based laboratory study, 344 valid samples were collected. Structure equation modeling (SEM) was employed for further analysis. Navigation structure, graphic style and information content were identified as the three system characteristics that affect perceived ease of use and usefulness of ARIT. Of the three characteristics, information content has the greatest impact on perceived ease of use and usefulness of ARIT. The study also found that navigation structure, graphic style and information content all shape ARIT system characteristics, and this explains and predicts the perceived usefulness and perceived ease of use effect better than any original single system characteristic. Interactive marketing research indicates that the influence of immediately visualizing consumer–product matching effects creates excitement, arouses emotions and triggers curiosity to explore additional product purchase experiences. This study contributes to the present body of knowledge of the concept of ARIT systems. This is a pioneer research that uses CLT to act as a crucial psychological mechanism that dominates online fitting and apparel appraisal for consumers using ARIT. This study serves as a reference for designing and employing multisensory ARIT applications in interactive marketing to drive online sales.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-12-10
      DOI: 10.1108/JRIM-06-2021-0156
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • How consumer opinions are affected by marketers: an empirical examination
           by deep learning approach

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      Authors: Billy Yu
      Abstract: The natural language processing (NLP) technique enables machines to understand human language. This paper seeks to harness its power to recognise the interaction between marketers and consumers. Hence, this study aims to enhance the conceptual and future development of deep learning in interactive marketing. This study measures cognitive responses by using actual user postings. Following a typical NLP analysis pipeline with tailored neural network (NN) models, it presents a stylised quantitative method to manifest the underlying relation. Based on consumer-generated content (CGC) and marketer-generated content (MGC) in the tourism industry, the results reveal that marketers and consumers interact in a subtle way. This study explores beyond simple positive and negative framing, and reveals that they do not resemble each other, not even in abstract form: CGC may complement MGC, but they are incongruent. It validates and supplements preceding findings in the framing effect literature and underpins some marketing wisdom in practice. This research inherits a fundamental limitation of NN model that result interpretability is low. Also, the study may capture the partial phenomenon exhibited by active reviewers; lurker-consumers may behave differently. This research is among the first to explore the interactive aspect of the framing effect with state-of-the-art deep learning language model. It reveals research opportunities by using NLP-extracted latent features to assess textual opinions. It also demonstrates the accessibility of deep learning tools. Practitioners could use the described blueprint to foster their marketing initiatives.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-12-07
      DOI: 10.1108/JRIM-04-2021-0106
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • How can autonomy improve consumer experience when interacting with smart
           products'

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      Authors: Laura Lucia-Palacios , Raúl Pérez-López
      Abstract: This paper analyzes the direct and indirect effects of the autonomy of smart home speakers on consumer experience, weighing its benefits and costs in the following areas: usefulness, interactivity, coolness, service failure severity and intrusiveness. Experience value is examined as an antecedent of repurchase intention. Structural equation modeling is applied to data collected from 607 users of smart home speakers. Mediating effects are examined between autonomy and experience value. Autonomy has no direct effect on experience value, since the positive effect is fully mediated by interactivity, intrusiveness, perceived usefulness and coolness. Failure severity has no mediating effect and has no influence on experience value. Usefulness, coolness and interactivity show positive mediating effects between autonomy and experience value, while intrusiveness has a negative mediating effect. The better the consumer's experience response, the greater the repurchase intention. Companies should highlight the benefits (interactivity, usefulness and coolness) and attempt to reduce the costs (intrusiveness) associated with smart device autonomy. Firms can use these aspects to increase the rate of smart-device adoption. This research contributes to the interactive research literature by empirically examining the mediating effect of interactivity and coolness. Additionally, this research offers evidence of the full mediation effect of usefulness, interactivity, coolness and intrusiveness. Finally, this research shows that failure severity is not always important and that it can be context specific.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-12-03
      DOI: 10.1108/JRIM-02-2021-0031
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Conversions on the rise – modernizing e-mail marketing practices by
           utilizing volunteered data

         This is an Open Access Article Open Access Article

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      Authors: Mari Hartemo
      Abstract: The purpose of the study is to examine how utilizing volunteered data influences the response and unsubscribe rates of e-mail marketing to consumers. In three longitudinal field experiments conducted among 1,864 applicants of a higher education institution, the study compares customized marketing e-mails based on volunteered consumer data to e-mails that are personalized based on observed consumer data and to control e-mails that are not tailored by the marketer at all. The results indicate that marketers should make consumers active participants in the communication process, as response rates are higher in those e-mails where volunteered data are utilized. However, the unsubscribe rate is the highest in customized e-mails. The authors demonstrate that e-mails displaying empowering aspects influence consumers' behaviors and lead to outcomes that mostly outperform non-empowered e-mails. Compared to other forms of interactive marketing, e-mail has lagged behind in both popularity and customer-friendly implementation. However, it has the potential to succeed if marketers pay more attention to consumer empowerment. As over 306 billion e-mails are sent worldwide daily and 75% of marketers use e-mail when contacting customers, the increase in response rates can have a significant influence on their returns. Unlike prior research the focus was on the process of tailoring, this perspective supports customer advocacy and emphasizes consumers' important role in creating engaging, empowering e-mail marketing communication.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-12-02
      DOI: 10.1108/JRIM-03-2021-0090
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Let's play with emojis! How to make emojis more effective in social media
           advertising using promocodes and temporal orientation

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      Authors: Xiao Huang , Mohammad Shahidul Kader , Seeun Kim
      Abstract: The authors aim to examine how the construal level, either as an individual temporal orientation or temporal distance of promotion, moderates the effects of emojis' emotional intensity on consumers' purchase intentions in social media advertising. Two experiments are used to test four hypotheses. The results of two experimental studies show that present-oriented participants reveal greater purchase intentions when low (vs high) emotionally intense emojis are embedded in a social media ad; but future-oriented consumers showed no difference when viewing ads with the two different emojis. In Study 2, participants indicate greater purchase intentions when a social media ad includes a distant-future promocode and high (vs low) emotionally intense emojis and an ad with a near-future promocode and low (vs high) emotionally intense emojis. The current study advances our understanding how emojis with different emotional intensities can be effectively used in social media ads. This study also provides theoretical implications to construal level theory (CLT) by examining how emojis interact with construal level, either as a chronic tendency or simulated by psychological distance, can influence consumer response.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-12-01
      DOI: 10.1108/JRIM-04-2021-0113
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • The role of brand interactivity and involvement in driving social media
           consumer brand engagement and brand loyalty: the mediating effect of brand
           trust

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      Authors: Tariq Samarah , Pelin Bayram , Hasan Yousef Aljuhmani , Hamzah Elrehail
      Abstract: This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms. Using an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach. The study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty. This study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-11-30
      DOI: 10.1108/JRIM-03-2021-0072
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Let it flow: the role of seamlessness and the optimal experience on
           consumer word of mouth in omnichannel marketing

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      Authors: Paula Rodríguez-Torrico , Rebeca San José Cabezudo , Sonia San-Martín , Lauren Trabold Apadula
      Abstract: Omnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied. This paper aims to examine how a seamless omnichannel environment can contribute to a more optimal shopping experience (flow state) and the subsequent impact on the likelihood of generating mixed (positive and negative) word of mouth (WOM). A controlled experiment was conducted with 220 participants to test the proposed model based on the stimulus–organism–response (S-O-R) model and flow theory. The authors conducted an analysis of variance, two regression analyses and two mediation analyses to test the hypotheses. The results confirm a positive direct effect of a seamless environment on consumers' flow state and a positive (negative) direct impact of flow on the likelihood of generating positive (negative) WOM. Additionally, the results suggest that flow mediates the effect of a seamless environment on WOM. This study contributes to omnichannel and WOM literature by exploring the critical role of seamlessness in consumers' subjective experience (flow state) and postpurchase behaviors (mixed WOM). In conjunction with the relevant theoretical contributions, these findings also offer guidelines for practitioners to manage the seamless environment and mixed WOM in the omnichannel context.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-11-30
      DOI: 10.1108/JRIM-06-2021-0154
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • In-store interactive advertising screens: the effect of interactivity on
           impulse buying explained by self-agency

         This is an Open Access Article Open Access Article

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      Authors: Anne Moes , Marieke Fransen , Bob Fennis , Tibert Verhagen , Harry van Vliet
      Abstract: Physical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect. An interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects. Highly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated. This is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-11-25
      DOI: 10.1108/JRIM-03-2021-0097
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • The impact of emerging technology influences product placement
           effectiveness: a scoping study from interactive marketing perspective

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      Authors: Jani Pavlič , Tina Tomažič , Ines Kožuh
      Abstract: Interactive marketing (IM) has influenced commercial communication, including product placement (PP), which has become an essential form of integrating brands within the mass media. Existing research on PP has exceeded traditional TV and movies, and there is a lack of reviews considering the advanced technological perspectives. This scoping study aims to investigate PP in the context of IM and explore relations between technology-related factors and the effects of placement. The scoping study follows a systematic approach with strictly defined inclusion and exclusion criteria, research questions and a search strategy to identify relevant studies and extract the data. A two-stage screening process on 713 publications resulted in 42 studies for the final examination. The results complemented existing theory by identifying and synthesizing the essential technology-related factors and their (un)favorable impacts on PP effectiveness, where interactivity was examined the most frequently. The results also outlined the (un)explored concepts of PP according to media technology and related factors, and show a prevailing research interest in in-game advertising and cognitive responses. Accordingly, the study provides implications for marketers and directions for future research. This review is the first to examine PP studies in the context of IM and technology-related factors influencing the effect of placement.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-11-23
      DOI: 10.1108/JRIM-02-2021-0041
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • To pay or not to pay: understanding mobile game app users' unwillingness
           to pay for in-app purchases

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      Authors: Imam Salehudin , Frank Alpert
      Abstract: Worldwide In-app Purchase (IAP) revenues reached almost US$37 billion in 2017 and doubled that in 2020. Although the revenue from IAPs exceeds those from paid apps, only 5% of total app users make any IAPs. This paper investigates why some users will not make IAPs and develop a novel concept of users' Perceived Aggressive Monetization of IAPs as an alternative framework to explain IAP behavior. Given the newness of IAPs, this study uses qualitative research to understand the phenomenon and develop a model to explain the decision to spend on IAPs. In total, this study collected 4,092 unique user-generated comments from app user review sites and social media webpages where users discuss in-app purchasing. The analysis reveals recurring themes that explain user unwillingness to make in-app purchases, such as conflicting meanings of free-to-play, perceived unfairness and aggressive monetization of IAP by app publishers, and self-control issues. Subsequent user interviews support the themes and suggest that IAP spending might be more impulsive. The paper develops a new concept of perceived aggressive monetization. Additionally, it proposes a novel theoretical framework that future researchers can use to understand why some mobile game users are unwilling to pay for IAPs.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-11-09
      DOI: 10.1108/JRIM-02-2021-0053
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Webrooming or showrooming' The moderating effect of product attributes

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      Authors: Yan Guo , Min Zhang , Valerie Lynette Wang
      Abstract: This study examines consumers' channel attitudes and choices leading to webrooming and showrooming, and how product attributes (informational vs experiential and perceived risk) moderate the effects of channel attitudes. A research framework is built upon the heterogeneity of channel attitudes, the lack of intrachannel lock-in and interchannel synergy. A questionnaire-based survey yields 868 multi-channel consumer responses in China. Simultaneous equation modeling and STATA 12.0 are used to test the hypotheses. Consumers webroom when buying high-risk informational products (e.g. personal computers or mobile phones). They webroom as well as showroom for high-risk experiential products (e.g. clothing or cosmetics). Moreover, a single channel is preferred to webrooming or showrooming for purchasing low-risk informational (e.g. books or stationery) and low-risk experiential (e.g. snacks or toys) products. The results also show that webrooming is more frequently used than showrooming by consumers. This study extends current understanding on multi-channel and omnichannel shopping behavior and highlights the role of product attributes in customer journey mapping. This study offers retailers and other downstream firms a fresh perspective on multi-channel customer experience management and channel design. This study offers a clear explanation on the commonalities and differences between webrooming and showrooming.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-11-01
      DOI: 10.1108/JRIM-08-2020-0161
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Effects of content characteristics on stages of customer engagement in
           social media: investigating European wine brands

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      Authors: Aspasia Vlachvei , Ourania Notta , Eirini Koronaki
      Abstract: This study advances knowledge of interactive marketing strategies by examining the effect of different content types on the three stages of customer engagement (CE) in social media, namely, relationship formation, engagement creation and engagement contribution, for European wine brands. Both quantitative and qualitative content analyses are conducted; a panel data analysis validates the impact of content type on the three stages of CE in social media. The results indicate that remunerative content is the most consistent and promising strategy for enhancing all three stages of CE in social media. Social content motivates consumers to interact with wine brands by commenting, which is the most demanding and time-consuming form of engagement. The empirical results offer valuable directions for managers and marketers of European wine brands on creating and maintaining optimal interactive engagement in all three stages with their Facebook communities over the long run. This study is one of the first to empirically examine, through objective measurement, how content type affects the three stages of CE in social media. The case of European wine brands is examined, over time, through a panel data analysis.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-10-27
      DOI: 10.1108/JRIM-12-2020-0275
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Do sensory reviews make more sense' The mediation of objective
           perception in online review helpfulness

         This is an Open Access Article Open Access Article

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      Authors: Alberto Lopez , Ricardo Garza
      Abstract: Do consumers rate reviews describing other consumers' sensory experience of a product (touch, smell, sight, hear and taste) as helpful or do they rate reviews describing more practical properties (product performance and characteristics/features) as more helpful' What is the effect of review helpfulness on purchase intention' Furthermore, why do consumers perceive sensory and non-sensory reviews differently' This study answers these questions. The authors analyze 447,792 Amazon reviews and perform a topic modeling analysis to extract the main topics that consumers express in their reviews. Then, the topics were used as regressors to predict the number of consumers who found the review helpful. Finally, a lab experiment was conducted to replicate the results in a more controlled environment to test the serial mediation effect. Contrary to the overwhelming evidence supporting the positive effects of sensory elicitation in marketing, this study shows that sensory reviews are less likely to be helpful than non-sensory reviews. Moreover, a key reason why sensory reviews are less effective is that they decrease the objective perception of the review, a less objective review then decreases the level of helpfulness, which decreases purchase intention. This study contributes to the interactive marketing field by investigating customer behavior and interactivity in online shopping sites and to the sensory marketing literature by identifying a boundary condition, the authors’ data suggest that sensory elicitations might not be processed positively by consumers when they are not directly experienced, but instead communicated by another consumer. Moreover, this study indicates how companies can encourage consumers to share more effective and helpful reviews.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-10-12
      DOI: 10.1108/JRIM-04-2021-0121
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Do high engagement Instagram images influence presidential candidate
           evaluation' The moderating effect of familiarity

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      Authors: Caroline Lego Munoz , Terri Towner
      Abstract: This paper aims to examine how exposure to a presidential candidate's high engagement Instagram images influences a citizen's candidate evaluations. Data were collected via Amazon MTurk. A 3 × 2 experimental design was employed to test the persuasive effect of exposure of the “most liked” and “most commented on” images of the top four 2016 US presidential primary candidates on a US citizen's candidate evaluation. Results reveal that highly engaging Instagram images of unfamiliar presidential candidates positively influenced candidate evaluations. However, the same was not true for more well-known presidential candidates. This study was not conducted during a live campaign and only examined four of the top 2016 presidential primary candidates. The research includes implications for marketers seeking to increase engagement and reach in Instagram marketing campaigns. This study shows that even brief exposure to a highly engaged post involving an unfamiliar person/product on social media can significantly alter evaluations of that person or product. To the authors' knowledge, no experimental designs have addressed how Instagram posts influence users' political attitudes and behaviors within the political marketing and communications literature.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-10-11
      DOI: 10.1108/JRIM-01-2021-0003
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • To buy or not to buy, that is the question: understanding the determinants
           of the urge to buy impulsively on Instagram Commerce

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      Authors: Doaa Herzallah , Francisco Muñoz Leiva , Francisco Liébana-Cabanillas
      Abstract: Throughout 2020, especially under the lockdown measures, there was a significant surge in e-commerce and social commerce (s-commerce), with numerous people all over the world adopting and using commerce platforms on social media and other websites to buy desired products and services quickly and easily. Instagram Commerce is a new, cutting-edge social commerce platform. This research aims to explore the positive influence of the measures adopted during summer 2020 on Spanish s-commerce users' urge to buy impulsively. Drawing on the stimulus–organism–response (S–O–R) theoretical framework, this study postulates and tests a model to help understand the behaviour of Spanish users towards social commerce, specifically Instagram Commerce. To accomplish this purpose, an SEM analysis is performed using a sample of 251 respondents. Generally speaking, the findings obtained in the present study serve to expand and enhance the scientific literature on one of the latest determinants affecting social networks and online commerce. This research is innovative due to the research background study that is carried out to analyse the urge to buy impulsively.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-10-04
      DOI: 10.1108/JRIM-05-2021-0145
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Make the apps stand out: discoverability and perceived value are vital for
           adoption

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      Authors: Ling Jiang , Wenkai Zhou , Zhuoyi Ren , Zhilin Yang
      Abstract: From an environmental psychology perspective, we aim to uncover the role that app discoverability facilitators play in enabling the various perceived values (e.g. social, information and hedonic) necessary for app adoption. A survey study was conducted and data was analyzed using partial least squares structural equation modeling (PLS-SEM). Results show that certain consumer review elements (i.e. review quality, review quantity and app ranking), peer influence and app developers' reputation — to varying degrees — influence the three perceived values, which subsequently affect users' app adoption intention. The three perceived values mediate the relationship between app discoverability facilitators and users' app adoption intention. App store managers and developers should make a greater effort to effectively optimize discoverability and product differentiation. Guided by environmental psychology, we confirm the importance of app discoverability facilitators regarding their influence on users' general perceptions of an app (e.g. the three perceived values). We also uncover the differentiated effect of the three perceived values on app adoption intention.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-09-28
      DOI: 10.1108/JRIM-03-2021-0076
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Influencers' intimate self-disclosure and its impact on consumers'
           self-brand connections: scale development, validation, and application

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      Authors: Fernanda Polli Leite , Paulo de Paula Baptista
      Abstract: This study develops and validates a scale to measure social media influencers' intimate self-disclosure (SMIs' ISD), by accessing consumer perceptions of the intimacy levels of SMIs' self-disclosure. The authors further evaluate the extent to which SMIs' ISD fosters consumers' self-brand connections via consumer-SMI parasocial relationships. The scale was developed through item generation, purification, and validation. First, items were generated from existing scales and revised based on feedback provided by experts. The items were subjected to exploratory and confirmatory factor analyses using an online survey with 433 participants. Structural equation modeling (SEM) was used to examine the predictive power of SMIs' ISD on parasocial relationships and self-brand connections. The results suggest that the perceived SMIs' ISD is a unidimensional construct. As proposed, SMIs' ISD enhances consumer-brand connections through the underlying mechanism of consumers' sense of being in a parasocial relationship with an SMI. This study advances self-disclosure and influencer marketing literature by addressing the lack of measures on SMIs' ISD from a consumer perspective and the scarcity of empirical understanding of how brands can profit from SMIs' capabilities to make intimate self-disclosure. Based on the literature review, this study is the first to empirically consider factual, emotional, and cognitive intimacy to develop scale and demonstrate the importance of SMIs' ISD in developing consumers' self-brand connections.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-09-21
      DOI: 10.1108/JRIM-05-2020-0111
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Is my design better' A co-creation perspective for online fashion
           design

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      Authors: Hao Zhang , Zengguang Ma
      Abstract: Value co-creation is known to increase innovation, but it can backfire under certain conditions. The purpose of this study is to investigate co-creation activities for their effects on consumer perceptions of symbolic designs and to investigate the mediation effect of psychological distance and the moderation effect of peer feedback. Three studies were designed by using a survey (Study 1) and two controlled laboratory experiments (Study 2 and 3). Study 1 had a sample size of 160 respondents and examined whether innovative ideas and behavior intensity had different impact on symbolic design. Study 2 had a sample size of 204 respondents and verified the interaction effect between innovativeness and intensity and to show that psychological distance is the underlying internal mechanism. Study 3 examined peer feedback as a critical moderator by using a sample of 235 participants. Results show that idea innovativeness positively influences perceptions of symbolic design, while behavior intensity has a negative influence. The studies verify that innovativeness interacts with intensity to affect perceptions of symbolic design. Psychological distance explains why it is difficult to co-create luxury goods. Peer feedback is revealed to be a new moderator. This research uniquely develops an extensive theory-based conceptual model and highlights two dimensions of value co-creation that interact with product design. The article emphasizes the theoretical and practical importance of studying both direct and indirect moderating effects.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-09-16
      DOI: 10.1108/JRIM-05-2021-0132
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • How interaction experience enhances customer engagement in smart speaker
           devices' The moderation of gendered voice and product smartness

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      Authors: Yu Hsin Chen , Ching-Jui Keng , Ye-Li Chen
      Abstract: With the advancements of Internet of Things (IoT) and artificial intelligence (AI) in recent years, smart objects (SOs) have been widely applied in the lives of consumers to fulfill a variety of functions. This research aims to explore the new interaction experience between consumers and a smart speaker that can create the effect of customer engagement by enhancing the gendered voice and product smartness. This study conducted a 2 × 2 × 2 between-subject experiment to validate the research model and the hypotheses. The results indicate that a high level of interaction experience between the users and smart speaker devices increases customer engagement. Smart speaker devices that present female voices have a high product smartness, whereas high levels of interaction experience are more effective in customer engagement. Furthermore, the results also show a moderate effect of gendered voice and product smartness between the interaction experience levels and customer engagement. This study contributes to the assemblage theory and the interaction experience levels between users and smart speaker devices in IoT. Based on the results, suggestions on enhancing the smartness ability and application services of new smart speaker devices are proposed. The findings of this study can promote a more continuous interaction between users and smart speakers.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-09-15
      DOI: 10.1108/JRIM-03-2021-0064
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • “I want to be as trendy as influencers” – how “fear of missing
           out” leads to buying intention for products endorsed by social media
           influencers

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      Authors: Thi Cam Tu Dinh , Yoonjae Lee
      Abstract: As social media use rises, the impact of social media influencers on customer buying decisions increases, due to customers viewing influencers as ideal role models who they try to imitate. Nevertheless, this phenomenon is still under-researched. This study examined the impact of the imitation of influencers on customer buying intention toward endorsed products, which is mediated by social comparison, materialism and the fear of missing out (FOMO). An online survey of 243 respondents was conducted via Amazon's Mechanical Turk platform. This study employed structural equation modeling to test for direct and indirect effects among the constructs. The results revealed that imitation of influencers has a significant impact on social comparison, materialism and FOMO, which affect buying intention toward endorsed products. The analysis results highlight the critical role of FOMO in explaining buying intention toward endorsed products in the context of social media influencers. This study proposes a new theoretical model and empirically tests the power of influencers to affect consumer buying intention for endorsed products. It also explains the influencers' effects through FOMO, which have hardly been examined in earlier research although it is an important factor in understanding customer behavior. The implications are discussed for the academic literature and for online marketing strategies in marketing and advertising management.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-09-09
      DOI: 10.1108/JRIM-04-2021-0127
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Somewhat pushy but effective: the role of value-laden social media digital
           content marketing (VSM-DCM) for search and experience products

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      Authors: Ernest Emeka Izogo , Mercy Mpinganjira
      Abstract: Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention. The authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223). The authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect. This paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-09-09
      DOI: 10.1108/JRIM-05-2021-0146
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Fans behave as buyers' Assimilate fan-based and team-based drivers of
           fan engagement

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      Authors: Doaa Fathy , Mohamed H. Elsharnouby , Ehab AbouAish
      Abstract: Customer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased profitability, particularly within the sports context. This research aims to explore fans' engagement behaviours with their sports teams and identify its drivers and outcomes. The researchers deployed mixed methods in this study via three phases: (1) A judgmental sampling technique, along with snowballing, were used to conduct in-depth interviews with twenty-two football fans, for the exploratory phase; (2) A convenience sample was also used for the quantitative phase, which was divided into two stages, (1) the pretesting stage (30 fans), and (2) the main data collection stage (407 fans) and (3) A judgmental sampling technique was applied for the qualitative validation phase (10 interviews with experts and practitioners). Qualitative and quantitative results supported team jealousy, team competitiveness and team morality as new predictors for fan engagement behaviours. Further, while the fan role readiness had the most positive effect on management cooperation, team identification had the most predicting power for prosocial behaviour. Finally, team morality had the most significant positive impact on performance tolerance. Despite the considerable practical attention, and the recent extensive research, paid towards conceptualising customer engagement behaviours in the last decade, there is still a need for further exploration on the fan engagement concept to better understand fans' unique behavioural responses; accordingly, the current research was conducted.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-09-07
      DOI: 10.1108/JRIM-04-2021-0107
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2021)
       
  • Effects of personal innovativeness and perceived value of disclosure on
           privacy concerns in proximity marketing: self-control as a moderator

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      Authors: Marta Yuan-Chen Lin , Ben-Roy Do , Tessa Tien Nguyen , Julian Ming-Sung Cheng
      Abstract: This research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the contingency of self-control when using proximity Bluetooth-beacon technology (PBBT) service in proximity marketing. The field study takes place in areas where PBBT service is installed in Taipei, Taiwan. A quota sampling approach is used, with 401 qualified respondents participating. The data are analyzed using the partial least square method. The results confirm the importance of personal innovativeness and perceived value of disclosure as an important determinant to influence privacy concerns about data collection. It is also found that self-control plays a negative moderating role in these two relationships. Moreover, data collection is found to be a fundamental concern leading to other privacy concern facets. This research represents a pioneer work in proximity marketing regarding how privacy concerns are influenced and how privacy concerns facets are causal-related when using a PBBT platform. More detailed, conditional insight is given as the research is studied under the contingency of self-control. A set of applicable guidelines with empirical evidence is thus provided.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-08-31
      DOI: 10.1108/JRIM-04-2021-0112
      Issue No: Vol. 16 , No. 2 (2021)
       
  • Influence of self-disclosure of Internet celebrities on normative
           commitment: the mediating role of para-social interaction

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      Authors: Edward Shih-Tse Wang , Fang-Tzu Hu
      Abstract: For Internet celebrities, self-disclosure (SD) is a crucial step in building relationships with their followers who perceive this communication as para-social interaction (PSI), which facilitates socialization among followers. Normative commitment (NC) is critical for creating bonds among community members that are strengthened through socialization. However, research on the predictive relationships among SD, PSI and NC has been insufficient. This paper aims to investigate the effects of two facets of Internet celebrity SDs (i.e. private life and opinion) and two facets of PSI (i.e. companionship and following) on NC. The mediating role of PSI on the effects of SD on NC was also analyzed. People who follow at least one Internet celebrity on a social networking site were recruited to participate in this study, and 494 valid questionnaires were collected for examination. The collected data were analyzed using structural equation modeling (SEM). The results revealed that both private-life and opinion SDs have positive effects on companionship and following PSI, which consequently influence NC. A mediation test revealed that companionship and following PSI mediate the effects of private-life and opinion SD on NC. This study's findings also revealed that NC is influenced more by following PSI than it is by companionship PSI. Furthermore, opinion SD was determined to be the more influential factor in following PSI, whereas private-life SD was the more influential factor in companionship PSI. This paper is useful for understanding the influence mechanism of the SD of Internet celebrities on PSI and NC.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-08-17
      DOI: 10.1108/JRIM-09-2020-0194
      Issue No: Vol. 16 , No. 2 (2021)
       
  • Find me here: share store information through check-in

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      Authors: Chin-Ching Yin , Yun-Chia Tang , Yi-Ching Hsieh , Hung-Chang Chiu , Shu-Jie Jhu
      Abstract: This paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic values. These perceived values mediate the influences of check-in services on customers' responses. From the perspective of mobile check-in service, the authors proposed a framework with several hypotheses and verified the model with structural equation modeling based on questionnaire data collected from mobile device users. The results indicate that self-disclosure, expressive support and self-congruity positively relate to utilitarian value; instrumental support positively relates to hedonic value and both hedonic and utilitarian values positively relate to continuance intention and re-patronage intention. However, sales promotion has no significant influence on both hedonic and utilitarian check-in values. This study applies the concept of location-based social networks to provide new insights into the evolving user-generated content research in the interactive marketing field.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-08-13
      DOI: 10.1108/JRIM-03-2021-0062
      Issue No: Vol. 16 , No. 2 (2021)
       
  • How do consumers choose offline shops on online platforms' An
           investigation of interactive consumer decision processing in
           diagnosis-and-cure markets

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      Authors: Jennifer JooYeon Lee , Zecong Ma
      Abstract: The purpose of this paper is twofold: (1) to understand the process and consequences of the two-way communication between consumers and businesses on online-to-offline (O2O) diagnosis-and-cure services platforms and (2) to examine how consumer request-specific factors and service quote-specific factors influence consumer decisions in the interactive marketing context. The study analyzes a dataset of 17,878 service requests and 57,867 price quotes obtained from an O2O platform bridging consumers and automotive repair shops. On the platform, consumers request service quotes by uploading the description of automotive damage and multiple service providers suggest price quotes. The authors formulated a logit model to examine consumer decisions of responding service quotes. This paper finds that (1) consumers receiving more severe diagnostic results are more likely to respond to the price quotes, and (2) diagnostic severity and inconsistency moderate the impacts of geographic distance, shop size, and quote price on consumers' responses to the service quotes. This paper fills the gap in the literature by advancing the consumer decision processing model to address the interactive shopping experience on O2O diagnosis-and-cure services platforms. The findings are limited by the data and the research context. For marketing practitioners, the empirical results imply specific positioning and targeting strategies for markets with informational and geographic barriers to expand the market scope and customer base. The present work is the first to examine the consumer decision process on O2O diagnosis-and-cure service platforms. It adds value to the literature by investigating how consumers update their problem awareness through the service request-specific factors (i.e. diagnostic severity and diagnostic inconsistency) and how the request-specific factors moderate the impacts of the quote-specific factors (i.e. shop distance, shop size and quote price) on consumers' responses to price quote. The conceptual model and empirical findings provide theoretical and practical values for e-commerce researchers and practitioners.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-08-10
      DOI: 10.1108/JRIM-03-2020-0046
      Issue No: Vol. 16 , No. 2 (2021)
       
  • Brand avatars: impact of social interaction on consumer–brand
           relationships

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      Authors: Jamye K. Foster , Melinda A. McLelland , Lacey K. Wallace
      Abstract: Over the past two decades, technology-facilitated communication between brand and consumer has become common. One way in which technology can be used to build brand relationships in the online environment is by using brand avatars. This study considers social aspects of brand avatar communication, with the aim of determining if including an element of “socialness” adds to the impact of the brand avatar. Specifically, the authors test three outcome variables core to building strong consumer relationships through experimental design comparing an avatar's communication style (transactional vs social) while considering the potential covariate of motivational orientation. Overall, multivariate analysis of covariance (MANCOVA) results indicate that social functions provided by the brand avatar are more likely to facilitate the consumer–brand relationship (CBR) process than transactional functions. This study provides managerial support for using an avatar with social communication capabilities. As social interaction becomes more expected by consumers in the current media landscape, understanding how to meet those demands on a large scale, through brand avatars, is valuable.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-08-03
      DOI: 10.1108/JRIM-01-2020-0007
      Issue No: Vol. 16 , No. 2 (2021)
       
  • Does the length of a review matter in perceived helpfulness' The
           moderating role of product experience

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      Authors: Han Jia , Sumin Shin , Jinfeng Jiao
      Abstract: This paper aims to offer a framework explaining how product experience (i.e. think vs feel) and product involvement (high vs low) influence the helpfulness of online reviews. It also reexamined how online consumer review dimensions help to build online review helpfulness under different contexts. Data were collected using content analysis on 1,200 online customer reviews on 12 products from four categories to measure the relationships between online review dimensions and the helpfulness of reviews. The regression analysis and analysis of variance (ANOVA) were used to test the hypotheses. The findings indicate that the effectiveness of length of a review is moderated by product type; for think products, longer reviews yield higher helpfulness. Furthermore, the level of consistency between individual review ratings and overall product ratings is associated with review helpfulness. The length of product descriptions and product ratings is moderated by the level of involvement. For products with high involvement, longer descriptions yield higher helpfulness. A conceptual connection to customer interaction is proposed by online customer reviews that vary by product type. The findings provide implications for online retailers to better manage online customer reviews and increase the value of product ratings.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-07-29
      DOI: 10.1108/JRIM-04-2020-0086
      Issue No: Vol. 16 , No. 2 (2021)
       
  • Customer engagement and value co-creation/destruction: the internal
           fostering and hindering factors and actors in the tourist/hotel experience
           

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      Authors: Clement Nangpiire , Joaquim Silva , Helena Alves
      Abstract: The customer as an active and engaged value co-creator raises new challenges for theory and practice, especially in the hospitality industry. However, the connection between engagement and co-creation is little studied in the hotel/tourism literature. This paper proposes a connection between customer engagement (CE) and value co-creation frameworks to ascertain and depict the internal actors' activities and factors that foster or hinder guests' co-creation and destruction of value. The researchers used qualitative methods (35 in-depth interviews, document analysis and four observation sessions) in seven regions of Ghana to explore the customer's perspective. Data were analyzed with NVivo11 within a thematic analysis framework. The findings suggest that positive and negative engagement fosters or hinders guests' interactions, which lead to value co-creation or destruction. The research also discovered that negative interactions occasioned by any factor or actor trigger value destruction at multiple stages of the experience journey. Industry players can use the framework developed to assess their businesses, explore and reflect on the proposed value they aim to generate, and thus be more aware of how they can better facilitate value co-creation with their consumers and avoid value destruction. This research proposes a novel connection between customer interactions, engagement and value co-creation to ascertain and depict the internal actors' activities and factors that foster or hinder customers' experience in the hotel/tourism industry.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-07-13
      DOI: 10.1108/JRIM-05-2020-0104
      Issue No: Vol. 16 , No. 2 (2021)
       
  • Celebrity selection in social media ecosystems: a flexible and interactive
           framework

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      Authors: Shekhar Shukla , Ashish Dubey
      Abstract: Quantitative objective studies on the problem of celebrity selection are lacking. Furthermore, existing research does not recognize the group decision-making nature and the possibility of customer involvement in celebrity or influencer selection for social media marketing. This study conceptualizes celebrity selection as a multi-attribute group decision-making problem while deriving the final ranking of celebrities/influencers using interactive and flexible criteria based on the value tradeoff approach. The article thus proposes and demonstrates a quantitative objective method of celebrity selection for a brand or campaign in an interactive manner incorporating customer's preferences as well. Each decision-maker's preferences for celebrity selection criteria are objectively captured and converted into an overall group preference using a modified generalized fuzzy evaluation method (MGFEM). The final ranking of celebrities is then derived from an interactive and criteria-based value tradeoff approach using the flexible and interactive tradeoff method. The approach gives a different ranking of celebrities for two campaigns based on group members' perceived importance of the selection criteria in different scenarios. This group includes decision-makers (DMs) from the brand, marketing communication agency and brand's customers. Further, each group member has an almost equal say in the decision-making based on fuzzy evaluation and an interactive and flexible value tradeoff approach to celebrity selection for receiving a rank order. The approach uses secondary data on celebrities and hypothetical scenarios. Comparison with other methods is difficult, as no other study proposes a multi-criteria group decision-making approach to celebrity selection especially in a social media context. This approach can help DMs make more informed, objective and effective decisions on celebrity selection for their brands or campaigns. It recognizes that there are multiple stakeholders, including the end customers, each of whose views is objectively considered in the aspects of group decision-making through a fuzzy evaluation method. Further, this study provides a selection mechanism for a given context of endorsement by objectively and interactively encapsulating stakeholder preferences. This robust and holistic approach to celebrity selection can help DMs objectively make consensual decisions with partial or complete information. This quantitative approach contributes to the literature on selection mechanisms of influencers, celebrities, social media opinion leaders etc. by providing a methodological aid that encompasses aspects of interactive group decision-making for a given context. Moreover, this method is useful to DMs and stakeholders in understanding and incorporating the effect of nature or context of the brand and the campaign type in the selection of a celebrity or an influencer.
      Citation: Journal of Research in Interactive Marketing
      PubDate: 2021-07-09
      DOI: 10.1108/JRIM-04-2020-0074
      Issue No: Vol. 16 , No. 2 (2021)
       
  • Journal of Research in Interactive Marketing

    • Free pre-print version: Loading...

       
 
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