Journal of Research in Interactive Marketing最新文献

{"title":"Optimizing positive goal framing in advertising: differential consumer responses to new product categories","authors":"Yixuan Niu, Baolong Ma","doi":"10.1108/jrim-12-2023-0436","DOIUrl":"https://doi.org/10.1108/jrim-12-2023-0436","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Employing 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.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The 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.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This 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.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141737081","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}

{"title":"The impact of open branding on consumer brand attitudes: the moderating role of power distance belief","authors":"Yao Li, Cheng Zhang, Mi Zhou","doi":"10.1108/jrim-03-2024-0133","DOIUrl":"https://doi.org/10.1108/jrim-03-2024-0133","url":null,"abstract":"PurposeThis 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.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":9.6,"publicationDate":"2024-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141642368","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}

{"title":"Achieving close psychological distance and experiential value in the MarTech servicescape: a mindfulness-oriented service perspective","authors":"Tseng-Lung Huang, Henry F.L. Chung","doi":"10.1108/jrim-04-2024-0180","DOIUrl":"https://doi.org/10.1108/jrim-04-2024-0180","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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]).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We 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.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This 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.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This 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.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141608377","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}

{"title":"Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities","authors":"Zhucheng Shao","doi":"10.1108/jrim-10-2023-0355","DOIUrl":"https://doi.org/10.1108/jrim-10-2023-0355","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>An 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).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results unveiled six configurations of arrangements, each of them characterised by a unique combination of causation.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>In 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.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141608363","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}

{"title":"Mapping content-driven engagement and attitudinal spillover effect of influencer marketing","authors":"Imran Anwar Mir, Jari Salo","doi":"10.1108/jrim-10-2023-0349","DOIUrl":"https://doi.org/10.1108/jrim-10-2023-0349","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>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.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data 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.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This 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.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study presents guidelines to firms and their partner influencers about designing and implementing follower-valued content-driven influencer marketing campaigns.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This 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.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141573471","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}

{"title":"Toward an inclusive metaverse: maneuvering between acceptance of disability and need for uniqueness","authors":"Maya F. Farah, Zahy Ramadan","doi":"10.1108/jrim-01-2024-0051","DOIUrl":"https://doi.org/10.1108/jrim-01-2024-0051","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>While there has been a growing interest in the field of Metaverse-related research, its impact on vulnerable segments of the population, particularly those with special needs, is yet to be fully examined. This research develops the underlying scant theoretical knowledge related to the attachment of people with disabilities to the Metaverse and its effects on their need for uniqueness and acceptance of disability, and hence their sense of inclusivity and overall well-being.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study adopted a quantitative approach using an Internet-based survey. The sample size consisted of 530 Metaverse users with a physical disability in the USA. The proposed model integrates virtual place attachment alongside disabled consumers’ need for uniqueness, and acceptance of their physical disability. SPSS and LISREL were utilized for data analysis and SEM.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study underscores the complexity of the interplay between virtual place attachment, disability acceptance and the need for uniqueness among physically disabled users in the Metaverse. It investigates how the attachment to virtual spaces by people with disability influence their psychological well-being.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research adds to the interactive marketing and disabled consumer psychology literature exploring the theoretical and practical implications from an attachment and need for uniqueness theory perspectives.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141573299","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}

{"title":"Unveiling the influence of anthropomorphic chatbots on consumer behavioral intentions: evidence from China and Indonesia","authors":"Yuling Wei, Jhanghiz Syahrivar, Attila Endre Simay","doi":"10.1108/jrim-09-2023-0295","DOIUrl":"https://doi.org/10.1108/jrim-09-2023-0295","url":null,"abstract":"PurposeChatbots have been explored as a novel approach to enhancing consumer engagement by delivering more enjoyable, personalized services. This research aims to investigate the mechanism through which anthropomorphic elements of chatbots influence consumers' intentions to use the technology.Design/methodology/approachThis research introduces five key concepts framed through the “computers-are-social-actors” (CASA) paradigm: form realism (FR), behavioral realism (BR), cognitive trust (CT), entertainment (EM) and chatbot usage intention (CUI). An online questionnaire garnered 280 responses from China and 207 responses from Indonesia. Data collection employed a combination of purposive and snowball sampling techniques. This research utilized structural equation modeling through the analysis of moment structures (AMOS) 27 software to test the hypotheses.Findings(1) FR positively predicts CT and EM, (2) FR negatively predicts CUI, (3) BR positively predicts CT and EM, (4) BR positively predicts CUI and (5) Both CT and EM mediate the relationship between FR and CUI, as well as between BR and CUI.Originality/valueThis research enriches the current literature on interactive marketing by exploring how the anthropomorphic features of chatbots enhance consumers' intentions to use such technology. It pioneers the exploration of CT and EM as mediating factors in the relationship between chatbot anthropomorphism and consumer behavioral intention. Moreover, this research makes a methodological contribution by developing and validating new measurement scales for measuring chatbot anthropomorphic elements.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141346271","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}

{"title":"Not all sunshine and rainbows: exploring the dark side of AI in interactive marketing","authors":"Lauren I. Labrecque, Priscilla Y. Peña, Hillary Leonard, Rosemary Leger","doi":"10.1108/jrim-02-2024-0073","DOIUrl":"https://doi.org/10.1108/jrim-02-2024-0073","url":null,"abstract":"PurposeThe surge of artificial intelligence (AI) applications and subsequent adoption by consumers and marketers has ignited substantial research exploring the benefits and opportunities of AI. Despite this, little attention has been given to its unintended negative consequences. In this paper, the authors examine both the practitioner and academic sides of ethical AI. In doing so, the authors conduct an extensive review of the AI literature to identify potential issues pertaining to three areas: individual consumers, societal and legal. The authors identify gaps and offer questions to drive future research.Design/methodology/approachThe authors review recent academic literature on AI in marketing journals, and top ethical principles from three top technology developers (Google, IBM and Meta) in conjunction with media reports of negative AI incents. They also identify gaps and opportunities for future research based on this review.FindingsThe bibliographic review reveals a small number of academic papers in marketing that focus on ethical considerations for AI adoption. The authors highlight concerns for academic researchers, marketing practitioners and AI developers across three main areas and highlight important issues relating to interactive marketing.Originality/valueThis paper highlights the under-researched negative outcomes of AI adoption. Through an extensive literature review, coupled with current responsible AI principles adopted by major technology companies, this research provides a framework for examining the dark side of AI.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141373772","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}

{"title":"Explaining the gift-giving intentions of live-streaming audiences through social presence: the perspective of interactive marketing","authors":"Shu-Chiung Lin, Yu-Yang Lee","doi":"10.1108/jrim-01-2024-0030","DOIUrl":"https://doi.org/10.1108/jrim-01-2024-0030","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Live streaming has become an extremely popular form of online service and allows live audiences to give virtual gifts or money to their favorite streamers. This study aims to investigate the impact of the audience's multidimensional social presence on their attitudes toward live streamers and intentions to give money or gifts to streamers, based on the interactive marketing perspective. This study considers live audiences' gift-giving intentions by integrating the theory of multidimensional social presence, which includes awareness, cognitive social presence and affective social interaction, and the theory of reasoned action (TRA).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study invited audiences who had watched live streaming from several popular live-streaming platforms to respond to a web questionnaire. The unit of analysis was at the individual level. This study applied the purposive sampling technique for data collection. A sample of 258 eligible responses to the online survey was analyzed using SPSS software and the causal relationships between the measurement variables of this research model were verified through structural equation modeling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicate that the audiences' awareness of participating in live streaming enhanced their cognitive and affective social presence, which positively affected their attitudes toward live streamers. These attitudes had a further significant effect on their gift-giving intentions. Cognitive social presence and affective social presence were found to play significant mediating roles in the relationship between awareness and attitudes toward live streamers.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study examines audiences' intention to give gifts to their favorite live streamers, based on the interactive marketing perspective. The interactive relationship between live streamers and online audiences is developed by audience members through the process of inner psychological transformation, which is measured through the multidimensional construct of social presence. This occurs through a mutual influence relationship in which awareness simultaneously influences cognitive social presence and affective social presence, and cognitive social presence impacts affective social presence.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The study contributes three noteworthy findings to the theory development through the integrated perspective of the TRA and the theory of social presence. (1) Exploring the influence of belief factors on internal psychological responses and intention in live streaming to expand an innovative application of the TRA. (2) Adopting the multidimensional social presence can help researchers more clearly describe various live-streaming situations and extend the research scope of the social presence theory to live-streaming interacti","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141259343","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}

{"title":"How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective","authors":"Jiaxun He, Jingyi Hu, Fan Zhang","doi":"10.1108/jrim-10-2023-0369","DOIUrl":"https://doi.org/10.1108/jrim-10-2023-0369","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The emergence and rapid expansion of social media platforms have transformed the dynamics of consumer–brand communication. While consumer–brand relationship is driven on marketing campaigns in regular manner, social media (e.g. WeChat groups) creates boundaryless connections between external forces (e.g. customer community engagement) and internal resources (e.g. sales force). Therefore, this paper aims to provide a firm–customer synergistic perspective to explain service performance (SP) through service customization, which is significantly contributing to the research of consumer–brand relationship field in the current era.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A survey including two sets of questionnaires are employed for data collection, with one completed by frontline salesperson of Casarte and the other by their customers. A total of 242 dyadic-level data are adopted to test the hypothesis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings shed light on the mechanism that drive SP by firm–customer interactions. These insights hold distinct managerial implications for firms seeking to leverage digital tools to efficiently meet customer demands.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study contributes to understanding consumer–brand relationship within social media environment. It offers a synergistic perspective combined both outside-in and inside-out thinking, and explains how consumer–brand relationship can be fostered from both customers and salespeople. It highlights the significance of customer community engagement and salespeople dynamic learning capability as crucial factors in building strong consumer–brand relationship.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141259200","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}