Journal of Research in Interactive Marketing最新文献

{"title":"Resonance or resistance? The dual impact of green brand ritual on customer engagement behavior","authors":"Rui Guo, Jingxian Wang, Min Zhou, Zixia Cao, Lan Tao, Yang Luo, Wei Zhang, Jiajia Chen","doi":"10.1108/jrim-12-2023-0444","DOIUrl":"https://doi.org/10.1108/jrim-12-2023-0444","url":null,"abstract":"PurposeThe study aims to examine how different types of green brand ritual (GBR) influence customer engagement behavior and the mediation mechanisms and boundary conditions of the positive and negative pathways.Design/methodology/approachThe study conducts two online experiments to collect data from a total of 940 consumers in China. Hypotheses are tested by independent samples t-test, two-way ANOVA and Hayes' PROCESS model.FindingsDifferent kinds of GBR have different effects on customer engagement behavior. Internal GBR is more likely to play a positive role by inciting connectedness to nature. External GBR is more likely to play a negative role by inciting psychological resistance. This dual effect is especially pronounced for warm brands rather than competent brands.Originality/valueThe study pioneers the brand ritual into the field of interactive marketing and enriches its dual effect research. Additionally, the study figures out whether the category of brand ritual can trigger negative effect.Practical implicationsInappropriate brand rituals are worse than no rituals at all. The results provide guidance for green companies to design effective brand rituals to strengthen the connection with consumers. Green brands should describe brand rituals in vivid detail and consciously lead consumers to immerse themselves in them.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-03-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140368558","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":null,"pages":null},"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":null,"pages":null},"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":"Editorial – What is an interactive marketing perspective and what are emerging research areas?","authors":"Cheng Lu Wang","doi":"10.1108/jrim-03-2024-371","DOIUrl":"https://doi.org/10.1108/jrim-03-2024-371","url":null,"abstract":"","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140260525","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":null,"pages":null},"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":"Negative online brand engagement: conceptualisation, scale development and validation","authors":"Xinyu Dong, Cleopatra Veloutsou, Anna Morgan-Thomas","doi":"10.1108/jrim-09-2023-0303","DOIUrl":"https://doi.org/10.1108/jrim-09-2023-0303","url":null,"abstract":"PurposeNegative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is potentially more impactful or detrimental to brands than its positive counterpart, few studies have examined negative brand-related cognitions, feelings and behaviours. Building on the concept of brand engagement, this study aims to operationalise negative online brand engagement.Design/methodology/approachThis paper presents the results of nine studies that contributed to the development and validation of the proposed scale. Building on the concept of engagement, Studies 1–3 enhanced the construct conceptualisation and generated items. Study 4 involved validation with an academic expert panel. The process of measure operationalisation and validation with quantitative data was completed in Studies 5–8. Finally, the scale's nomological validity was assessed in Study 9.FindingsThe results confirm the multidimensional nature of negative online brand engagement. The validated instrument encompasses four dimensions (cognition, affection, online constructive behaviour and online destructive behaviour), captured by 17 items.Originality/valueProgress in understanding and dealing with negative online brand engagement has been hampered by disagreements over conceptualisation and the absence of measures that capture the phenomenon. This work enhances managerial understanding of negativity fostering strategies that protect brand engagement and improve firm performance.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139790969","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":"Negative online brand engagement: conceptualisation, scale development and validation","authors":"Xinyu Dong, Cleopatra Veloutsou, Anna Morgan-Thomas","doi":"10.1108/jrim-09-2023-0303","DOIUrl":"https://doi.org/10.1108/jrim-09-2023-0303","url":null,"abstract":"PurposeNegative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is potentially more impactful or detrimental to brands than its positive counterpart, few studies have examined negative brand-related cognitions, feelings and behaviours. Building on the concept of brand engagement, this study aims to operationalise negative online brand engagement.Design/methodology/approachThis paper presents the results of nine studies that contributed to the development and validation of the proposed scale. Building on the concept of engagement, Studies 1–3 enhanced the construct conceptualisation and generated items. Study 4 involved validation with an academic expert panel. The process of measure operationalisation and validation with quantitative data was completed in Studies 5–8. Finally, the scale's nomological validity was assessed in Study 9.FindingsThe results confirm the multidimensional nature of negative online brand engagement. The validated instrument encompasses four dimensions (cognition, affection, online constructive behaviour and online destructive behaviour), captured by 17 items.Originality/valueProgress in understanding and dealing with negative online brand engagement has been hampered by disagreements over conceptualisation and the absence of measures that capture the phenomenon. This work enhances managerial understanding of negativity fostering strategies that protect brand engagement and improve firm performance.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2024-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139850779","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":null,"pages":null},"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":null,"pages":null},"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":null,"pages":null},"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}