Journal of Research in Interactive Marketing最新文献

{"title":"Fostering charity sport event runners' identification to drive social media interaction and willingness to donate","authors":"Supawat Meeprom","doi":"10.1108/jrim-07-2023-0237","DOIUrl":"https://doi.org/10.1108/jrim-07-2023-0237","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the impact of self-identification with the event role on runners' social media interaction and willingness to donate.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Online survey data from 319 charity sport event participants are used in this study. Partial least squares structural equation modelling was used to the hypothesis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results suggest that runners' self-identification drives their happiness when participating in CSEs via co-creation and satisfaction. Importantly, runners' happiness positively influences their social media sharing of their positive experiences related to participating in CSEs as well as their willingness to donate the money to non-profit organisations.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study advances the knowledge about how runners perceive their self-identification when participating in CSEs, which influences their happiness and behavioural responses.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"154 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140927475","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":"AI-driven technology and privacy: the value of social media responsibility","authors":"Kristen L. Walker, George R. Milne","doi":"10.1108/jrim-02-2024-0072","DOIUrl":"https://doi.org/10.1108/jrim-02-2024-0072","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The authors argue that privacy is integral to the well-being of consumers and an essential component in not only corporate social responsibility (CSR) but what they term uniquely as social media responsibility (SMR). A conceptual framework is proposed that delineates the privacy issues companies should pay attention to in artificial intelligence (AI)-fueled social media environments.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors review literature on privacy issues in social media and AI in the academic and practitioner literatures. Based on the review, arguments focus on the need for an SMR framework, proposing responsible use of consumer data that is attentive to consumers' privacy concerns.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Implications from the framework are a path forward for social media companies to treat consumer data more fairly in this new environment. The framework has implications for companies to reduce potential harms to consumers and consider addressing their power and responsibility. With social media and AI transforming consumer behavior so profoundly, there are a variety of short- and long-term social implications.</p><!--/ Abstract__block -->\u0000<h3>Originality</h3>\u0000<p>Since AI tools are becoming integral to social media company activities, this research addresses the changing responsibilities social media companies have in securing consumers' data and enabling consumers the agency to protect their privacy effectively. The authors propose an SMR framework based on CSR research and AI tools employed by social media companies.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"100 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140625455","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 antecedents and outcomes of electronic customer-to-customer interaction: a PLS-SEM and fsQCA approach","authors":"Ying Zhou, Yuqiang Zhang, Fumitaka Furuoka, Sameer Kumar","doi":"10.1108/jrim-11-2023-0397","DOIUrl":"https://doi.org/10.1108/jrim-11-2023-0397","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Social commerce (s-commerce) has gained widespread popularity as a social platform where customers engage in resource-sharing activities such as information exchange, advice-seeking and expressing their opinions on mutual interests. However, existing studies have not fully comprehended the drivers of electronic customer-to-customer interaction (eCCI) and how such behavior contributes to the customer “stick” on s-commerce sites. This study develops the Motivation–Opportunity–Ability (MOA) theory and investigates the impact of MOA factors on eCCI, which in turn affects customer stickiness.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A survey was used to acquire data from 455 valid respondents, and the research employed a combination of fuzzy-set qualitative comparative analysis (fsQCA) and structural equation modeling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results revealed associations between perceived self-efficacy, intrinsic motivation, tie strength with other customers, eCCI and customer stickiness.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Considering the limited availability of complete eCCI frameworks in existing scholarly works, the authors present valuable perspectives on the role of consumer characteristics as both antecedents and consequences of eCCI. Additionally, this study proposes a research agenda for the field of eCCI on s-commerce sites.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"41 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140617260","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 influence of spokesperson choice and product newness on consumer purchase intention","authors":"Fu Liu, Haiying Wei, Zhaoyang Sun, Zhenzhong Zhu, Haipeng (Allan) Chen","doi":"10.1108/jrim-03-2023-0098","DOIUrl":"https://doi.org/10.1108/jrim-03-2023-0098","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual spokespeople have become new assistants in brand marketing. However, how virtual spokespersons drive consumer preference for new products is minimally understood.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The research shows that, for radically new products, competent virtual spokespersons improve consumers' perception of self-efficacy and thus consumers' preference; for incrementally new products, warm virtual spokespersons improve consumers' perception of social connection and thus consumers' willingness to buy.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study broadens research on brand spokespersons and virtual spokespersons. This research also enriches and expands research on the consideration of new product types in brand spokespersons.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"23 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140566950","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 effects of firms' unresponsiveness on social media toward customer feedback on customers' engagement: the impact of ethnicity","authors":"Sıddık Bozkurt, David Gligor, Linda D. Hollebeek, Cameron Sumlin","doi":"10.1108/jrim-09-2023-0317","DOIUrl":"https://doi.org/10.1108/jrim-09-2023-0317","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This article explores how firms' unresponsiveness to Black customer feedback influences Black (vs. White) customers' perceived firm-based discrimination and brand engagement.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two experimental studies (Study 1(N1) = 254) and Study 1(N2) = 484) are conducted to test the modeled relationships. The data are analyzed using ANOVA, PROCESS Model 4 and PROCESS Model 7.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings suggest that though perceived discrimination remains modest in all conditions, Black (vs. White) respondents report higher perceived discrimination when the firm fails to respond to a Black customer's negative or neutral (but not positive) brand-related feedback on social media. The results also indicate that Black (vs. White) customers exhibit lower engagement through perceived discrimination in the case of the firm's unresponsiveness to a Black customer's negative and neutral (but not positive) brand-related feedback regardless of the manager's race.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Prior research on intercultural service encounters and ethnic differences in consumer engagement on social media are combined to examine the relationship between customer race and perceived discrimination based on the firm's unresponsiveness to customers' social media posts.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Manipulations were created based on a fictitious e-tailer. Thus, it is recommend that future researchers examine the extent to which the findings hold for existing (r)etailers. In addition, future studies using secondary data could provide additional evidence for the findings.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Managerial attention is accentuated among customer feedback responsiveness, engagement and perceived firm discrimination. Managers are encouraged to adopt communication strategies that complement the firm's strategy and social media presence.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"163 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140151506","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":"Pumping up customer value with convenience and personalisation strategies in e-retailing: an analysis of the engagement connection","authors":"Inma Rodríguez-Ardura, Antoni Meseguer-Artola, Doaa Herzallah, Qian Fu","doi":"10.1108/jrim-03-2023-0083","DOIUrl":"https://doi.org/10.1108/jrim-03-2023-0083","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>There is an ongoing challenge to map the efficacy of e-retailing strategies in building both value co-creation opportunities for online customers and customer value for companies. Based on the service-dominant (S-D) logic, an integrative model is provided that connects the impact of convenience and personalisation strategies (CPSs) on an e-retailer's performance – by offering co-creation opportunities and customer engagement.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The survey instrument is validated and the model is tested with data from active online customers using a novel methodology that blends artificial neural network (ANN) analysis with partial least squares (PLS) in both the measurement model and the path analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings robustly support the model and yield evidence of the contribution of CPSs in effective value propositions, the interface between the S-D logic and customer engagement, and the direct effect of customer engagement on tangible forms of value for companies.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study is the first scholarly effort to provide a comprehensive understanding of how and why CPSs can maximise customer value for the e-retailer, while simultaneously testing the customer value/engagement interface with a new blended ANN-PLS method.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"69 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140151481","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":"Tweeting for change: social media narratives for sustainable service","authors":"Anjala S. Krishen, Jesse L. Barnes, Maria Petrescu, Shaheena Janjuha-Jivraj","doi":"10.1108/jrim-04-2023-0118","DOIUrl":"https://doi.org/10.1108/jrim-04-2023-0118","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This interdisciplinary study aims to analyze how service organizations communicate sustainable beliefs in their social media narratives and use them to generate brand awareness, customer recognition and ongoing demand for sustainable service.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A two-phase exploratory analysis of 10,342 tweets from 2019–2020 was conducted by sustainable global corporations to identify best practices for their social media teams operating within a service-based business model. First, the significant themes were identified using an unguided machine learning approach of three types of firms: services, goods and mixed. Next, the full set of tweets with linguistic sentiment analysis was analyzed followed by a deeper view of the services-based organizations based on their strategic focus (business-to-business [B2B] versus mixed).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings indicate that tweets that appear to create the highest customer engagement are characterized as having high levels of analytical language, high clout (i.e. are socially relevant), a positive tone, a high number of words and a high number of words per sentence. On the other hand, having complex language in terms of six-letter words does not seem to associate with customer engagement. The last level of analysis shows that B2B services-based corporations with positive tone and higher word count exhibit higher levels of retweets. Implications include providing rational and informational tweets to increase engagement and highlight societal relevance.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Climate change has negative consequences on human and physical capital, and ecosystems across the globe. This study provides specific recommendations for how services corporations can increase their sustainable communications and actions.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The key implication of our research is that corporations must strategically design social media narratives about climate change as part of their online branding and communications process.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"11 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139758657","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 brand connectedness on consumer engagement behavior in the social media brand community","authors":"Gongli Luo, Junying Hao, He Ma","doi":"10.1108/jrim-05-2023-0146","DOIUrl":"https://doi.org/10.1108/jrim-05-2023-0146","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Triggered by the extensive use of social media brand communities (SMBCs) in interactive marketing, this article aims to explore how brand connectedness (BC) affects consumer engagement behavior (CEB) in SMBCs.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research model was verified with the partial least squares structural equation modeling applied to the actual data collected from the web crawling largest microblogging platform in China (Sina Weibo).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results indicate that BC may positively influence consumer emotions (CEs), eventually leading to engagement behavior in SMBCs. In addition, gender and duration of membership act as vital moderators in the model. One of the most interesting findings is the differences between posting and commenting, although both are CEBs. BC has a more significant effect on commenting than posting, and the mediating effect of CEs between BC and posting behavior is not significant.</p><!--/ Abstract__block -->\u0000<h3>Originality</h3>\u0000<p>This research contributes to the literature on interactive marketing by examining BC in the context of SMBCs, which is under-researched in the literature but is highly pertinent to social media contexts. Moreover, we measure BC through social network analysis for the first time, which not only supports the empirical work but also expands the social network theory and social capital theory. This research also extends the body of knowledge on consumer engagement by investigating the differences between posting and commenting behaviors.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"161 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139910308","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 pathways of increasing online celebrity brand equity and followers' hotel booking intention: a serial multiple mediation model","authors":"Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong, Phuong Thi Kim Tran","doi":"10.1108/jrim-08-2023-0265","DOIUrl":"https://doi.org/10.1108/jrim-08-2023-0265","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"20 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139758644","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":"Does consumer empowerment enhance brand page stickiness? The role of brand page experience and brand love","authors":"Rania B. Mostafa, Mohamed Temerak","doi":"10.1108/jrim-06-2023-0192","DOIUrl":"https://doi.org/10.1108/jrim-06-2023-0192","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically, a model examining the mediating role of FBBP experience and the moderating role of brand love is proposed and tested.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data from 283 FBBP users were analyzed using structural equation modeling with partial least squares.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings reveal the positive effect of consumer empowerment and brand page experience on brand page stickiness. The mediating role of brand page experience and the moderating role of brand love were prominent in the consumer empowerment–brand page stickiness link.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper is novel in inaugurating the association between consumer empowerment and FBBP stickiness, which is mediated by brand experience and moderated with brand love. This paper enriches the understanding of how brand page stickiness can be enhanced in the social media context.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This paper guides managers to best utilize FBBP to create a pleasant experience and yield stickiness.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"254 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2024-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139758650","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}