Journal of Research in Interactive Marketing

Shao, Zhucheng

doi: 10.1108/jrim-10-2023-0355pmid: N/A

The rise of virtual streamers in live streaming commerce has gained momentum, driven by the increasing prevalence of human–computer interactivity and artificial intelligence. However, achieving its broader adoption necessitates a comprehensive understanding of consumers' intention to switch from conventional human streamers to virtual streamer services as alternatives. To bridge this knowledge gap, this study endeavours to introduce and substantiate an asymmetric model incorporating innovation barriers, shopping motivations and personalities, shedding light on consumers' intention to switch.Design/methodology/approachAn online survey was conducted in the United Kingdom and analysed using a comprehensive approach that integrates Necessary Conditions Analysis (NCA), Artificial Neural Networks (ANNs) and fuzzy-set Qualitative Comparative Analysis (fsQCA).FindingsThe results unveiled six configurations of arrangements, each of them characterised by a unique combination of causation.Originality/valueIn knowledge, this study presents a significant contribution by revealing both the determinants that stimulate or hamper the desire to switch based on consumer-centric perspectives. In practice, this study is critical for helping practitioners overcome difficulties related to adoption and make educated judgements when promoting virtual streamers and developing marketing strategies in live streaming commerce.

Huang, Tseng-Lung; Chung, Henry F.L.

doi: 10.1108/jrim-04-2024-0180pmid: N/A

Marketing Technology (Martech) is the cornerstone of creating digital experiences and interactive marketing, providing consumers with high experiential value. Drawing on the mindfulness theory, this study aims to explore how to achieve close psychological distance and experiential value in Martech servicescape (such as augmented reality [AR]).Design/methodology/approachWe employed mixed methods research to clarify the research question. In Study 1, we conducted a systematic literature review of psychological closeness (PC) using a bibliographic coupling approach, identifying gaps in the research stream and discussing the research implications for the interactive marketing field. In Study 2, we used a task-based laboratory assessment to empirically verify our hypotheses and research framework. Two virtual try-on environments, AR and non-AR (e.g. traditional webpage browsing), were applied in a virtual fitting context. The two e-shopping environments were directly compared in terms of their moderating effects on the relationships among the mindfulness-oriented MarTech servicescape, PC and experiential value.FindingsThis study elucidates the antecedent of close psychological distance formation, indicating that the features of the mindfulness-oriented Martech servicescape – vivid sensory experience, consumer-focused shopping information and autonomous navigation, then result in creating experiential value. Moreover, this study also revealed that compared to a non-AR e-shopping environment, AR makes the better effect of the mindfulness-oriented Martech servicescape driving experiential marketing.Originality/valueThis study extends the research stream on mindfulness-oriented service to the Martech servicescape (e.g. AR try-on). In this way, this study’s findings will contribute to clarifying the interactive elements and design principles of mindfulness-oriented service in the Martech servicescape. By establishing the association between these three theoretical perspectives—mindfulness-oriented service research stream, construal level theory and experience economy paradigm—the study provides valuable insights into how Martech can enhance experiential marketing. Such research insights can help digital marketing managers shape appropriate Martech servicescape for effective experiential marketing.

Kim, Seeun; Park, Hyejune; Lim, Rachel Esther

doi: 10.1108/jrim-01-2024-0015pmid: N/A

This study explored the influence of personalized virtual try-on (PVTO) technology on consumer behavior in the apparel industry, focusing on decision comfort. It investigated how individuals’ spatial processing perception acts as a moderator in this context. Additionally, it examined the ease with which individuals imagine a product within the framework of this psychological mechanism.Design/methodology/approachTwo experimental studies were conducted to evaluate the effects of PVTO technology on consumer decision comfort, with spatial processing perception as a moderating variable. The first experiment (n = 252) explored the impact of PVTO on decision comfort using photo-based simulations across various apparel items. The second experiment (n = 125) further examined these effects using measurement-based PVTO technologies to provide a deeper understanding of the role of spatial processing. Both studies employed a between-subjects design to isolate the influence of PVTO technology from other variables, ensuring a focused analysis of its effects on consumer behavior.FindingsThe findings indicated that the effects of PVTO are stronger for consumers with lower spatial perception abilities. Ease of imagining a product was identified as a mediator in the interactive effect between PVTO and spatial perception on decision comfort, demonstrating its pivotal role in online apparel shopping.Originality/valueThe findings indicated that the effects of PVTO are stronger for consumers with lower spatial perception abilities. Ease of imagining a product was identified as a mediator in the relationship between PVTO and decision comfort, demonstrating its pivotal role in online apparel shopping.

Mir, Imran Anwar; Salo, Jari

doi: 10.1108/jrim-10-2023-0349pmid: N/A

This study analyzes the indirect (i.e. through brand content engagement-BCE) and direct effects of informative, credible, novel, and aesthetically pleasing attributes of influencer-generated branded content on endorsed brand-related attitude and a subsequent attitudinal spillover effect on the followers' firm-generated endorsed brand-related ad click behavior.Design/methodology/approachData for this study were collected from 300 users who follow the top 40 Pakistani social media macro-influencers using an online survey. The conceptual model and hypotheses were tested through process macro and structural equation modeling.FindingsThis study finds informative, credible, novel, and aesthetically pleasing factors vital attributes of influencer-generated branded content, which indirectly (i.e. via BCE) and directly affects followers’ endorsed brand-related attitude. This study also finds that these factors have a positive attitudinal spillover effect on followers’ firm-generated endorsed brand-related ad-click behavior on social media.Practical implicationsThis study presents guidelines to firms and their partner influencers about designing and implementing follower-valued content-driven influencer marketing campaigns.Originality/valueThis study contributes to extant influencer marketing literature by integrating multiple attributes of influencer-generated branded content, which carry different values for followers, and using the Self-perception theory, the Multi-attribute attitude model, and the Spillover theory to explain their indirect and direct effects on endorsed brand-related attitude and a subsequent attitudinal spillover effect on firm-generated endorsed brand-related ads.

Li, Yao; Zhang, Cheng; Zhou, Mi

doi: 10.1108/jrim-03-2024-0133pmid: N/A

This study investigates the impact of open branding on consumer brand attitudes, as mediated by brand warmth and brand competence, and moderated by power distance belief.Design/methodology/approachThis study employs two one-factor (brand strategy: open branding vs closed branding) between-subject experimental designs and a 2 × 2, namely (open branding vs closed branding) × (power distance belief: high vs low) between-subject experimental design to test the hypotheses.FindingsThe study indicates that open branding can enhance consumer brand attitudes, and that brand warmth and brand competence mediate the impact of open branding on consumer brand attitudes. Furthermore, power distance beliefs (PDB) moderated these relationships. Specifically, the impact of open branding on consumers brand attitudes is stronger for consumers with low PDB than for those with high PDB.Practical implicationsBrand managers should consider adopting an open branding strategy to enhance consumers brand attitudes when encountering consumers’ unauthorized use of brand-related intellectual property. Additionally, when implementing an open-branding strategy, brand managers should use appropriate language to enhance consumers’ perceptions of brand warmth and brand competence.Originality/valueThis study contributes to the interactive marketing literature by empirically examining the impact of open branding on consumer brand attitudes. Furthermore, it investigates the underlying mechanism of how and the boundary conditions when open branding increases consumer brand attitudes, enriching the current knowledge.

Niu, Yixuan; Ma, Baolong

doi: 10.1108/jrim-12-2023-0436pmid: N/A

This research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new products (INPs) and really new products (RNPs). It moves beyond the traditional binary evaluation of advertising effectiveness, offering a more intricate analysis of consumer engagement based on product novelty.Design/methodology/approachEmploying a comprehensive dataset encompassing 461 digital video advertisements from six leading technology-centric firms, this study employs content analysis alongside hierarchical polynomial regression to dissect the dynamics between the volume of positive goal framings and consumer engagements. This examination is contextualized within the spectrum of product innovation, offering insights into the differential consumer behaviors elicited by INPs and RNPs.FindingsThe investigation uncovers a non-linear, inverted U-shaped correlation between the volume of positive goal framings and consumer responses. This relationship exhibits variability in its intensity between INPs and RNPs, with INPs demonstrating a more pronounced response variability around a higher inflection point on the curve. This pattern underscores the complex interplay between goal framing and product novelty in shaping consumer perceptions and actions.Originality/valueThis study pioneers the exploration of goal framing within the realm of product advertising, shifting the analytical lens from its traditional roots in health and medicine to the intricacies of consumer behavior in response to advertising. By introducing a distinctive classification of product newness through INPs and RNPs, the research augments current understanding of effective advertising strategies, delivering profound insights for marketers and advertisers in tailoring their campaigns to align with consumer expectations and product characteristics.

Chen, Chih-Ping

doi: 10.1108/jrim-02-2024-0112pmid: N/A

Social media influencers (SMIs) have become vital components of interactive marketing to promote beauty-endorsed products. However, there are three major research gaps in the literature on influencer marketing. This research aimed to fill these gaps by integrating the stimulus-organism-response (SOR) model with theories of source credibility and parasocial interaction (PSI).Design/methodology/approachA qualitative method was used to gain a deep understanding of the Korean beauty field in YouTube influencer marketing.FindingsThe data showed that YouTube influencer marketing is an ongoing PSI process that conforms to the extended SOR model. This model was based on four concepts: stimulus, which was the SMIs’ source credibility; organism, which was the followers’ perceptions of homophily/relevance to the SMIs in PSIs; response, which was the desire to imitate and engage in impulse buying behavior, and management, which was the parasocial trust friendship and/or relationship.Originality/valueThis study expands the new concept into the existing SOR model and releases an insight into ongoing PSIs in YouTube influencer marketing.

Zhang, Jieli; Li, Chunqing

doi: 10.1108/jrim-02-2024-0121pmid: N/A

This study focuses on the influence of content characteristics on customer input on short video platforms (CISVP) and the mediating role of groundedness, fun and customer inspiration as well as the asymmetric relationships among these variables.Design/methodology/approachThis study used structural equation modeling (SEM) to test the research model. Then, fuzzy set qualitative comparative analysis (fsQCA) was conducted to test the asymmetric relationships.FindingsSEM shows that content originality and relevance have a direct positive effect on CISVP. Groundedness and customer inspiration partially mediate the relationship between content relevance and CISVP, and customer inspiration also partially mediate the relationship between content originality and CISVP. However, the mediating effect of fun is not significant. FsQCA reveals three configurations for high levels of CISVP. Some fsQCA results align with the SEM results but also offer additional interesting findings.Originality/valueThis study makes an important contribution to the literature on interactive marketing, short video marketing and content marketing. It also contributes to the theory of groundedness, customer inspiration and fun. Furthermore, this study has implications for individual influencers, organizational actors and platforms to encourage more CISVP.