Journal of Research in Interactive Marketing

Wang, Cheng Lu

doi: 10.1108/jrim-02-2026-766pmid: N/A

Wang, Zhan (Myra); Harris, Garth

doi: 10.1108/jrim-10-2024-0484pmid: N/A

Our study investigates how IoT redefines the consumer–brand relationship and CRM from the consumer perspective, focusing on the anthropomorphization of smart objects and its impact on key CRM outcomes.Design/methodology/approachWe used in-depth interviews of 32 active users of various IoT devices.FindingsWe present a framework for IoT CRM that introduces a 2x2 topology of IoT technologies, emphasizing the significance of physical and social presence in consumer–object interactions. The framework also highlights the agentic and communal roles of smart objects and consumers, positing that the anthropomorphization of smart agents leads to enhanced CRM outcomes, such as brand loyalty.Practical implicationsWe provide actionable recommendations for marketers and product designers to enhance CRM outcomes by leveraging physical and social presence. Creating introductory IoT kits that combine smart agents with devices can strengthen consumer connections and boost brand loyalty, aligning offerings with observed consumer behaviors.Originality/valueAs IoT increasingly permeates our lives via smart home devices, our framework illustrates how these objects foster higher levels of physical and social presence, enhancing bilateral consumer engagement. This engagement encourages consumers to actively share their data and see smart devices as allies.

Qadri, Usman Ahmad; Ahmed Moustafa, Alsadig Mohamed; Ghani, Mazuri Binti Abd

doi: 10.1108/jrim-09-2024-0447pmid: N/A

Advancing the research of prior studies, this study investigates how media characteristics, specifically journalistic integrity and advertising clutter (Ad clutter), influence the effectiveness of cause-related marketing (CRM) strategies in post-natural disaster contexts. Our study delves into the uncharted mediating effect of brand resonance in the CRM-to-consumer repurchase intention (CRI) link and explores the novel moderating roles of journalistic integrity and ad clutter in the moderated mediation framework.Design/methodology/approachUtilizing a moderated mediation model grounded in signaling theory, this research investigates the roles of promotional strategies and news credibility in enhancing the impact of CRM messages on consumer responses in post-natural disaster settings. Data were collected through a three-wave, time-lagged survey involving 410 telecom consumers in Pakistan, utilizing scenarios featuring promotional ads and credible news reporting to simulate exposure to CRM messages.FindingsFindings reveal that journalistic integrity significantly strengthens the relationship between brand resonance and CRI, reinforcing CRM effectiveness. In contrast, ad clutter erodes this relationship, weakening both brand resonance and CRI. Moreover, the moderated mediation analysis shows that journalistic integrity intensifies the mediating effect of brand resonance, whereas ad clutter diminishes it.Practical implicationsThis study highlights the importance of strategic media choices in CRM campaigns, showing organizations how minimizing ad clutter and utilizing reputable media with journalistic integrity can enhance the credibility of their CRM initiatives, ultimately strengthening consumer loyalty.Originality/valueThis research delves into the unstudied moderating roles of journalistic integrity and ad clutter in the CRM-brand resonance-CRI relationship, providing fresh insights into how different media landscapes can either boost or impede CRM performance in post-disaster settings.

Anderson, Jeffrey E.; Nguyen, Carlin A.; Anderson, Sidney

doi: 10.1108/jrim-12-2024-0573pmid: N/A

This study investigates the effectiveness of different types of calls-to-action (CTAs) in YouTube videos, specifically examining how “like,” “comment,” and “subscribe” prompts affect user engagement behaviors and how their placement within videos (beginning, middle, or end) influences viewer response rates.Design/methodology/approachThe research analyzes 8,500 English-language YouTube videos from major English-speaking markets (USA, UK, Canada, Australia) using PLS-SEM. Video transcripts were analyzed to identify CTA presence and placement, while engagement metrics were collected via YouTube’s API.FindingsResults show that “like” CTAs significantly increase video likes, particularly when placed mid-video. However, neither “comment” nor “subscribe” CTAs show significant effect on their respective engagement metrics. Cross-country analysis reveals variations in CTA effectiveness across markets, with the strongest effects observed in the USA.Research limitations/implicationsThe sample of English-language content from Western markets limits generalizability to other cultural contexts. The analysis also relied solely on verbal CTAs, excluding non-verbal elements and content quality factors.Practical implicationsContent creators should strategically place “like” CTAs mid-video to maximize low-effort engagement, while recognizing that direct “comment” and “subscribe” requests have limited effectiveness without additional incentives or value propositions. Market-specific engagement strategies are recommended even within seemingly homogeneous English-speaking markets.Originality/valueThis study provides one of the first large-scale empirical tests of CTA effectiveness on YouTube, challenging the assumption that all CTAs boost engagement. By integrating Parasocial Relationship Theory and Expectancy-Value Theory, it demonstrates how both emotional connections and rational cost-benefit analyses determine viewer responses to prompts, expanding our theoretical understanding of digital consumer behavior.

Hao, Xinyue; Valayakkad Manikandan, Sijo; Demir, Emrah; Eyers, Daniel

doi: 10.1108/jrim-02-2024-0088pmid: N/A

This study aims to explore how the integration of visual storytelling and textual elements within edutainment content drives recursive, emotionally grounded consumer engagement in interactive marketing environments. It challenges linear models of the consumer journey by emphasizing cyclical, meaning-making processes shaped by visual-symbolic and narrative cues.Design/methodology/approachUsing a multimodal artificial intelligence (AI)-assisted analytical approach, this study draws on natural language processing and computer vision to analyze over 10,000 social media posts from leading educational media brands. It identifies underlying engagement mechanisms by examining how visual themes and textual expressions interact to influence consumer behavior across different stages of the edutainment experience.FindingsVisual themes, especially those featuring human or natural elements, trigger early-stage attention, while emotionally resonant language anchors deeper involvement. This co-activation supports a recursive engagement model, where consumers continuously reinterpret and contribute to brand narratives through micro-actions and user-generated content. Engagement becomes a dynamic, participatory loop rather than a discrete outcome.Research limitations/implicationsFuture research could explore how different visual and narrative elements influence emotional and cognitive engagement across diverse consumer groups. Additionally, investigating the long-term impact of recursive engagement on brand loyalty and consumer behavior will be valuable for further advancing interactive marketing theory.Practical implicationsFor practitioners in interactive marketing, this research underscores the importance of using visually compelling narratives to craft personalized content that resonates emotionally with consumers. By integrating both emotional and cognitive dimensions into content strategies, brands can enhance consumer engagement. Furthermore, incorporating interactive features, such as user-generated content and real-time feedback loops, is crucial for fostering deeper consumer involvement and strengthening long-term brand loyalty.Social implicationsThe growing influence of interactive marketing via edutainment and visual storytelling presents opportunities for brands to create more meaningful content that fosters engagement and learning. By aligning with consumers’ values, brands can contribute to societal change, advocating for social and environmental causes while enhancing public awareness and participation.Originality/valueThis research reframes interactive marketing as a psychologically layered and dialogic process, offering new theoretical insight into the symbolic and affective mechanics of edutainment. It provides a data-driven foundation for designing content strategies that foster long-term emotional resonance and participatory brand relationships. By demonstrating how AI tools can decode and optimize multimodal engagement, the study contributes both conceptual advancement and methodological innovation to the field.

Li, Yiling; Hwang, Inseo; Choi, Jeonghye

doi: 10.1108/jrim-10-2024-0488pmid: N/A

The purpose of this study is to examine how anthropomorphized notifications with different emotional tones (neutral, positive and negative) influence app engagement in a dog-walking app. Specifically, it explores the differences in user responses between occasional and frequent users. This research aims to fill the gap in understanding how emotional anthropomorphism in app-based marketing communications affects app engagement.Design/methodology/approachUsing data from a dog-walking app, this study empirically tests hypotheses regarding the impact of emotionally anthropomorphized notifications on app engagement. Users received notifications with different emotional tones and their engagement, measured by the number of walking days, was analyzed using a random effects negative binomial (RENB) model.FindingsResults indicate that anthropomorphized notifications with neutral-toned messages decrease engagement among occasional users, with the decrease in engagement persisting over time. In contrast, frequent users show no significant change in engagement with neutral-toned messages. Positive-toned messages significantly increase engagement among frequent users, while negative-toned messages enhance engagement among occasional users. However, these effects dissipate once the notifications stop, except for the sustained negative impact of neutral messages on occasional users.Originality/valueThis study extends the anthropomorphism literature by exploring how human-like emotional tones in notifications affect app engagement in a mobile app context. It highlights the importance of user segmentation based on contextual congruence and engagement frequency, challenging the assumption that anthropomorphism universally enhances app engagement and confirming the long-term negative effects of neutral-toned messages on user behavior.

Yim, Alexis; Liska, Luke; Mu, Yumei; Thakkar, Maneesh

doi: 10.1108/jrim-11-2024-0536pmid: N/A

This study investigates the effectiveness of artificial intelligence (AI)-generated spokespersons in advertising compared to human counterparts, addressing a critical gap in marketing research as generative AI becomes more prevalent.Design/methodology/approachWe conducted three experimental studies to examine hypotheses related to consumer responses toward AI versus human spokespersons.FindingsThe results reveal that AI-generated spokespersons are less effective than human spokespersons in advertisements, countering assumptions about AI’s potential impact in marketing contexts. Using construal-level theory, we demonstrate that AI-generated spokespersons create a greater psychological distance from consumers, reducing empathy and ultimately decreasing advertisement effectiveness across for-profit and non-profit contexts. Furthermore, when AI spokespersons exhibit high anthropomorphic cues, the negative effect on advertisement effectiveness diminishes.Originality/valueThis research extends construal-level theory to AI–human interactions, offering valuable insights into the strategic use of AI-generated spokespersons in advertising. The findings inform marketing practitioners and scholars about optimizing advertisement strategies in a growing era of generative AI technologies.

Niu, Yixuan; Feng, Yadi; Li, Bin; Ma, Baolong

doi: 10.1108/jrim-12-2024-0607pmid: N/A

This study investigates a paradox within Chinese mobile apps whereby “inductive ads,” which employ sensor-based triggers for forced redirection, simultaneously elicit negative reactions from perceived intrusiveness and positive outcomes via enhanced brand salience.Design/methodology/approachEmploying a series of controlled experiments, we examine how inductive ads shape consumer responses along two divergent paths. We also incorporate key moderators, digital literacy and brand familiarity and explore boundary conditions arising from different app categories (entertainment app vs tool app).FindingsResults indicate that while inductive ads heighten perceived intrusiveness and can lower usage intentions, they also boost brand salience, paradoxically encouraging future engagement. Higher digital literacy intensifies negative responses, whereas lower brand familiarity augments the salience pathway. Furthermore, entertainment apps appear more conducive to forced ads than tool apps.Research limitations/implicationsAlthough experiments mimic real-world usage scenarios, field studies and cross-cultural replications could strengthen generalizability. Additionally, future research may examine other individual differences and emerging advertising technologies to further refine our understanding of forced-exposure tactics.Practical implicationsMarketers can strategically employ inductive ads by aligning them with app type, audience sophistication and brand maturity. While lesser-known brands may benefit from salience gains, established brands risk damaging trust if perceived intrusiveness overwhelms consumer tolerance. Developers and platform designers can encourage more transparent ad formats, mitigating potential backlash while preserving brand differentiation opportunities.Originality/valueBy unveiling a dual-path model – showing that forced ads can trigger both psychological reactance and heightened brand accessibility – this study advances theoretical perspectives on advertising intrusiveness. It also illuminates key moderators and app-level boundary conditions, offering actionable insights for responsibly and strategically deploying novel ad formats.