Journal of Research in Interactive Marketing最新文献

Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses 利用非接触式技术迎接互动营销的未来：来自旅游企业的证据

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-09-10 DOI: 10.1108/jrim-04-2024-0183

Edward C.S. Ku

{"title":"Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses","authors":"Edward C.S. Ku","doi":"10.1108/jrim-04-2024-0183","DOIUrl":"https://doi.org/10.1108/jrim-04-2024-0183","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study explores how predictor variables (value congruence and customer–AI-assisted exchanges) lead tourism businesses to meet customer needs through contactless technology and enhance their willingness to pay more.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research model was designed from the perspective of consumer-brand relationships and acceptance of AI device use. This study collected and analyzed 647 valid questionnaires using the structural equation modeling (SEM) approach.</p>\u0000<h3>Findings</h3>\u0000<p>The findings indicate that value congruence and customer-AI-assisted exchanges (CAIX) affect intimacy. Intimacy affects satisfaction and the willingness to pay more for contactless technological services. Moreover, brand trust and sensory brand experience play a role in moderating contactless technological services.</p>\u0000<h3>Originality/value</h3>\u0000<p>Effective interactions between customers and AI-assisted services significantly contribute to overall satisfaction. When AI systems can understand and respond appropriately to customer queries, needs, and preferences, they enhance customer experience and satisfaction levels, increasing overall customer satisfaction with AI services.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142198960","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The feeling of being together in the metaverse: the positive influence of copresence on subjective well-being 元宇宙中的共处感：共处对主观幸福感的积极影响

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-08-27 DOI: 10.1108/jrim-07-2023-0234

Do Yuon Kim, Dooyoung Choi, Namhee Yoon, Ha Kyung Lee

{"title":"The feeling of being together in the metaverse: the positive influence of copresence on subjective well-being","authors":"Do Yuon Kim, Dooyoung Choi, Namhee Yoon, Ha Kyung Lee","doi":"10.1108/jrim-07-2023-0234","DOIUrl":"https://doi.org/10.1108/jrim-07-2023-0234","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The synchronous interactivity in the metaverse afforded copresence, the feeling of being together with other users. Applying the flow theory, this study examines how copresence improves the subjective well-being of users through flow and escapism.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>An online self-administered survey of 212 US adults who are currently using metaverse platforms is conducted. The collected data are analyzed by SPSS 27.0 for descriptive statistics and reliability analysis. AMOS 27.0 is employed for the confirmatory factor analysis. The bootstrapping analysis via the PROCESS Macro is used to analyze the mediating and moderating effects.</p>\u0000<h3>Findings</h3>\u0000<p>The results find that copresence, flow, and escapism improve the subjective well-being of metaverse users. A serial mediation analysis reveals that the influence of copresence on subjective well-being is mediated by flow and escapism. Additionally, the impact of escapism on subjective well-being is moderated by self-expansion.</p>\u0000<h3>Originality/value</h3>\u0000<p>The findings contribute to the metaverse literature and the industry by highlighting the role of copresence in improving user experience and subjective well-being.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-08-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142198957","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

It’s the moment of truth: a longitudinal study of touchpoint influence on business-to-business relationships 关键时刻：接触点对企业对企业关系影响的纵向研究

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-08-23 DOI: 10.1108/jrim-07-2022-0227

Jesús Cambra-Fierro, Lia Patrício, Yolanda Polo-Redondo, Andreea Trifu

{"title":"It’s the moment of truth: a longitudinal study of touchpoint influence on business-to-business relationships","authors":"Jesús Cambra-Fierro, Lia Patrício, Yolanda Polo-Redondo, Andreea Trifu","doi":"10.1108/jrim-07-2022-0227","DOIUrl":"https://doi.org/10.1108/jrim-07-2022-0227","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Customer–provider relationships unfold through multiple touchpoints across different channels. However, some touchpoints are more important than others. Such important touchpoints are viewed as “moments of truth” (MOTs). This study examines the impact of a series of touchpoints on an MOT, and the role MOTs play in determining future profitability and other behavioral outcomes (e.g. customer retention and customer cross-buy) in a business-to-business (B2B) context.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Building upon social exchange theory, a conceptual model is proposed and tested that examines the impact of human, digital, and physical touchpoints and past MOTs on customer evaluation of a current MOT and on future customer outcomes. This research employs a longitudinal methodology based on a unique panel dataset of 2,970 B2B customers.</p>\u0000<h3>Findings</h3>\u0000<p>Study results show that all touchpoints significantly contribute to MOTs, while human and physical touchpoints maintain their primacy during MOTs. The impact of MOTs on future customer outcomes is also demonstrated.</p>\u0000<h3>Practical implications</h3>\u0000<p>This study highlights the need for prioritizing human and physical touchpoints in managing MOTs, and for carefully managing MOTs across time.</p>\u0000<h3>Originality/value</h3>\u0000<p>Given its B2B outlook and longitudinal approach, this research contributes to the multichannel and interactive marketing literature by determining relevant touchpoints for B2B customers.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142198958","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Empowerment to commitment: how live-streaming atmosphere and relational bonds drive impulse consumption? 从授权到承诺：直播氛围和关系纽带如何推动冲动消费？

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-08-20 DOI: 10.1108/jrim-03-2024-0131

Pu Lai, Eugene Cheng-Xi Aw, Garry Wei-Han Tan

{"title":"Empowerment to commitment: how live-streaming atmosphere and relational bonds drive impulse consumption?","authors":"Pu Lai, Eugene Cheng-Xi Aw, Garry Wei-Han Tan","doi":"10.1108/jrim-03-2024-0131","DOIUrl":"https://doi.org/10.1108/jrim-03-2024-0131","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study examines the effects and driving mechanisms of relational bonds (i.e. financial, social, and structural bonds), live-streaming shopping atmosphere factors (i.e. suspense, entertainment, perceived crowdedness, and vicarious experience), consumer empowerment and customer commitment on consumers’ impulse consumption behavior. Additionally, the study examines the moderating influence of product involvement and collectivism.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>An online survey was conducted with 665 valid respondents. The authors empirically validated the collected data through the partial least squares structural equation modeling (PLS-SEM) technique, complemented by the artificial neural network (ANN) analysis.</p>\u0000<h3>Findings</h3>\u0000<p>The results suggest that financial bonds, structural bonds, suspense, entertainment, and vicarious experience promote consumer empowerment, which in turn leads to customer commitment and impulse consumption behavior. Second, collectivism moderates the relationship between customer commitment and impulse consumption behavior.</p>\u0000<h3>Originality/value</h3>\u0000<p>This study provides empirical evidence that relational bonds and live-streaming shopping atmosphere factors play predictive roles in enhancing consumer empowerment, which further promotes impulse consumption behavior through customer commitment. Also, collectivism is found as a moderator.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142199013","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Unveiling product imagination and decision comfort through personalized virtual try-on: the moderating role of spatial processing perception 通过个性化虚拟试穿揭示产品想象力和决策舒适度：空间处理感知的调节作用

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-08-20 DOI: 10.1108/jrim-01-2024-0015

Seeun Kim, Hyejune Park, Rachel Esther Lim

{"title":"Unveiling product imagination and decision comfort through personalized virtual try-on: the moderating role of spatial processing perception","authors":"Seeun Kim, Hyejune Park, Rachel Esther Lim","doi":"10.1108/jrim-01-2024-0015","DOIUrl":"https://doi.org/10.1108/jrim-01-2024-0015","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two 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 (<em>n</em> = 252) explored the impact of PVTO on decision comfort using photo-based simulations across various apparel items. The second experiment (<em>n</em> = 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.</p>\u0000<h3>Findings</h3>\u0000<p>The 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.</p>\u0000<h3>Originality/value</h3>\u0000<p>The 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.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142198959","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The communication of sustainability on social media: the role of dialogical communication 社交媒体上的可持续性传播：对话式传播的作用

IF 9.6 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-08-12 DOI: 10.1108/jrim-10-2023-0372

Sara Herrada-Lores, Mariola Palazón, M. Iniesta-Bonillo, Antonia Estrella-Ramón

{"title":"The communication of sustainability on social media: the role of dialogical communication","authors":"Sara Herrada-Lores, Mariola Palazón, M. Iniesta-Bonillo, Antonia Estrella-Ramón","doi":"10.1108/jrim-10-2023-0372","DOIUrl":"https://doi.org/10.1108/jrim-10-2023-0372","url":null,"abstract":"PurposeThis research analyses how dialogical communication on social media enhances the effectiveness of sustainability messages in terms of brand engagement and purchase intention. Dialogical messages generate social media engagement, which helps improve consumer responses.Design/methodology/approachTwo experimental studies (2 × 2) were conducted, in which two factors were manipulated: the dialogical potential of the message (dialogical versus monological) and message orientation (sustainability versus commercial).FindingsThe dialogical potential of the message moderates the effect of sustainability messages on brand engagement and purchase intention. Results indicate that sustainability messages featuring dialogical elements generate greater brand engagement and purchase intention than commercial messages. Furthermore, social media engagement mediates these effects.Practical implicationsThis study offers valuable insights into applying dialogical principles to sustainability communication on social media. Marketers should design dialogical messages to foster dialogue with customers and enhance engagement.Originality/valueFew studies have focused on analysing the effects of applying dialogical strategies on social media to communicate sustainability. Thus, this study highlights the importance of dialogical communication beyond the inclusion of interactive elements when communicating sustainability on social media. The inclusion of dialogical features specifically benefits sustainability messages, given the transparency and honesty they demand.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":9.6,"publicationDate":"2024-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141919364","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The communication of sustainability on social media: the role of dialogical communication 社交媒体上的可持续性传播：对话式传播的作用

IF 9.6 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-08-12 DOI: 10.1108/jrim-10-2023-0372

Sara Herrada-Lores, Mariola Palazón, M. Iniesta-Bonillo, Antonia Estrella-Ramón

{"title":"The communication of sustainability on social media: the role of dialogical communication","authors":"Sara Herrada-Lores, Mariola Palazón, M. Iniesta-Bonillo, Antonia Estrella-Ramón","doi":"10.1108/jrim-10-2023-0372","DOIUrl":"https://doi.org/10.1108/jrim-10-2023-0372","url":null,"abstract":"PurposeThis research analyses how dialogical communication on social media enhances the effectiveness of sustainability messages in terms of brand engagement and purchase intention. Dialogical messages generate social media engagement, which helps improve consumer responses.Design/methodology/approachTwo experimental studies (2 × 2) were conducted, in which two factors were manipulated: the dialogical potential of the message (dialogical versus monological) and message orientation (sustainability versus commercial).FindingsThe dialogical potential of the message moderates the effect of sustainability messages on brand engagement and purchase intention. Results indicate that sustainability messages featuring dialogical elements generate greater brand engagement and purchase intention than commercial messages. Furthermore, social media engagement mediates these effects.Practical implicationsThis study offers valuable insights into applying dialogical principles to sustainability communication on social media. Marketers should design dialogical messages to foster dialogue with customers and enhance engagement.Originality/valueFew studies have focused on analysing the effects of applying dialogical strategies on social media to communicate sustainability. Thus, this study highlights the importance of dialogical communication beyond the inclusion of interactive elements when communicating sustainability on social media. The inclusion of dialogical features specifically benefits sustainability messages, given the transparency and honesty they demand.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":9.6,"publicationDate":"2024-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141919018","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

YouTube influencer marketing through parasocial interaction: a dyadic perspective 通过寄生社会互动进行 YouTube 有影响力者营销：二元视角

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-08-05 DOI: 10.1108/jrim-02-2024-0112

Chih-Ping Chen

{"title":"YouTube influencer marketing through parasocial interaction: a dyadic perspective","authors":"Chih-Ping Chen","doi":"10.1108/jrim-02-2024-0112","DOIUrl":"https://doi.org/10.1108/jrim-02-2024-0112","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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).</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>A qualitative method was used to gain a deep understanding of the Korean beauty field in YouTube influencer marketing.</p>\u0000<h3>Findings</h3>\u0000<p>The 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.</p>\u0000<h3>Originality/value</h3>\u0000<p>This study expands the new concept into the existing SOR model and releases an insight into ongoing PSIs in YouTube influencer marketing.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-08-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141932326","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Gratitude expression in the sharing economy: a perspective of interactive marketing communication between peer service providers and consumers 共享经济中的感恩表达：同行服务提供商与消费者之间互动营销传播的视角

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-08-02 DOI: 10.1108/jrim-12-2023-0433

Yu Jia, Shuang Gao, Lihua Gao, Jie Gao, Tao Wang

{"title":"Gratitude expression in the sharing economy: a perspective of interactive marketing communication between peer service providers and consumers","authors":"Yu Jia, Shuang Gao, Lihua Gao, Jie Gao, Tao Wang","doi":"10.1108/jrim-12-2023-0433","DOIUrl":"https://doi.org/10.1108/jrim-12-2023-0433","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The motivation of value co-creation among the multi-actor in sharing economy was an important topic in interactive marketing communication research. This study investigated how customer gratitude expression leads to value co-creation of PSPs in the sharing economy, and also investigates the moderating effect of platform benevolent climate.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>A three-wave field survey (Study 1) and two experiments (Studies 2 and 3) were given to respondents with sharing economy practitioners.</p>\u0000<h3>Findings</h3>\u0000<p>First, customer gratitude expression positively influenced PSP's perceived meaningful work, which in turn enhanced their value co-creation intention. Second, PSP's perceived platform benevolent climate moderated the relationship between customer gratitude expression and PSP's perceived meaningful work.</p>\u0000<h3>Originality/value</h3>\u0000<p>Prior research discussed PSPs' value co-creation intention mainly from the perspective of platforms and PSPs, but few considered customer-PSP interaction perspective. This study revealed how customer gratitude expression influences PSP's value co-creation intention in highly interactive digital business context, examined the boundary condition of gratitude expression, and extended the application scenarios of social information processing theory.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141885770","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

“Unintended” marketing through influencer vlogs: impacts of interactions, parasocial relationships and perceived influencer credibility on purchase behaviors 通过影响者视频博客进行 "意外 "营销：互动、寄生社会关系和影响者可信度对购买行为的影响

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2024-07-26 DOI: 10.1108/jrim-11-2023-0416

Ruonan Zhang, Trinideé Mercado, Nicky Chang Bi

{"title":"“Unintended” marketing through influencer vlogs: impacts of interactions, parasocial relationships and perceived influencer credibility on purchase behaviors","authors":"Ruonan Zhang, Trinideé Mercado, Nicky Chang Bi","doi":"10.1108/jrim-11-2023-0416","DOIUrl":"https://doi.org/10.1108/jrim-11-2023-0416","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Influencers’ vlogs have the potential to impact consumer behaviors through vlog-embedded corporate sponsorship and brand collaborations. However, even without brand involvement, vlogs can also “unintentionally” benefit influencers as a relationship-building tool. This study is designed to investigate the relationship between vlog-viewing and audiences’ purchase behaviors of influencer-recommended products through the impacts of influencer–follower interactions, perceived influencer credibility and parasocial relationships.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>An influencer-disseminated online survey was conducted in collaboration with a YouTube celebrity among <em>N</em> = 948 of her 72.6 K subscribers. Statistical analysis was performed through structural equation modeling (SEM) on SPSS Amos.</p>\u0000<h3>Findings</h3>\u0000<p>SEM results indicated that the extent to which participants liked the vlogs had both a direct impact on their purchase behaviors and secondary impact through social media engagement, parasocial relationships and perceived influencer credibility.</p>\u0000<h3>Originality/value</h3>\u0000<p>The study expands current research and understanding of influencer marketing. Brands and social media content creators are advised to rethink vlogs as a creative genre for long-term brand–influencer collaborations and implicit social media endorsements.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141772072","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0