Journal of Research in Interactive Marketing最新文献_第6页

Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory 再看消费者触摸需求对刷屏意向的影响:心态最大化理论的视角

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-12-06 DOI: 10.1108/jrim-02-2023-0056

Jung-Kuei Hsieh, Sushant Kumar

{"title":"Revisiting the impact of consumers' need for touch on webrooming intention: the perspective of maximizing mindset theory","authors":"Jung-Kuei Hsieh, Sushant Kumar","doi":"10.1108/jrim-02-2023-0056","DOIUrl":"https://doi.org/10.1108/jrim-02-2023-0056","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this paper addresses the issue of inconsistent findings regarding the impact of consumers' need for touch (NFT) on webrooming behavior. It investigates the moderator of maximization by drawing on maximizing mindset theory.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three studies were carried out to test the hypothesized relationships. The first study investigated the impact of autotelic NFT on webrooming intention. The second study examined the impact of instrumental NFT on webrooming intention. The third study tested all hypotheses by the structural equation modeling approach.</p>\u0000<h3>Findings</h3>\u0000<p>The results confirm moderation by consumers' maximizing mindset. The moderated mediation analyses show that the interaction effect of autotelic NFT and maximization influences webrooming intention indirectly via anticipated sensory pleasure. Likewise, the interaction effect of instrumental NFT and maximization influences webrooming intention indirectly via product fit uncertainty.</p>\u0000<h3>Originality/value</h3>\u0000<p>The study draws on maximizing mindset theory to show that consumers' autotelic NFT and instrumental NFT drive their webrooming intentions depending on the activation of their maximizing mindset. The nonsignificant relationship between autotelic NFT and webrooming intention in the context of satisficers explains the conflicting findings reported in the literature. Consumers' affective and cognitive responses were also studied to uncover the underlying mechanisms of their webrooming intention. This research contributes to the literature by enhancing the understanding of webrooming behavior.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2023-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138536282","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

Can the humanisation of smart home speakers improve user's attitude towards covert information collection? 智能家居音箱的人性化能否改善用户对隐蔽信息采集的态度?

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-12-02 DOI: 10.1108/jrim-05-2023-0140

Natalia Lavado-Nalvaiz, Laura Lucia-Palacios, Raúl Pérez-López

{"title":"Can the humanisation of smart home speakers improve user's attitude towards covert information collection?","authors":"Natalia Lavado-Nalvaiz, Laura Lucia-Palacios, Raúl Pérez-López","doi":"10.1108/jrim-05-2023-0140","DOIUrl":"https://doi.org/10.1108/jrim-05-2023-0140","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper analyses whether the humanisation of smart home speakers can improve users' attitudes towards covert information collection. Additionally, it examines the direct and indirect impact of trust, social presence and user's perceived surveillance on attitude towards covert information collection.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>A total of 679 American users of smart home speakers are surveyed, and their responses are analysed using structural equation modelling. Mediating effects are also examined.</p>\u0000<h3>Findings</h3>\u0000<p>Humanisation increases social presence, improves users' attitude towards covert information collection and has a U-shaped effect on trust. A negative effect of humanisation on perceived surveillance is demonstrated. Social presence reduces perceived surveillance levels and improves users' attitude towards covert information collection.</p>\u0000<h3>Originality/value</h3>\u0000<p>We examine attitude towards covert information collection as a new outcome variable. This study contributes to the growing body of research on humanisation by providing new evidence of how humanisation helps improve users' attitude towards covert information collection and generates trust in the service provider. This research indicates the important role of social presence.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2023-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138536283","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

CEO vs. celebrity: the effect of streamer types on consumer engagement in brands' self-built live-streaming CEO 与名人：流媒体类型对消费者参与品牌自建直播的影响

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-11-21 DOI: 10.1108/jrim-02-2023-0045

Keshan (Sara) Wei, Wanyu Xi

{"title":"CEO vs. celebrity: the effect of streamer types on consumer engagement in brands' self-built live-streaming","authors":"Keshan (Sara) Wei, Wanyu Xi","doi":"10.1108/jrim-02-2023-0045","DOIUrl":"https://doi.org/10.1108/jrim-02-2023-0045","url":null,"abstract":"PurposeWith the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the influencer, firms begin to create their own live-streaming channel, namely, the brands' self-built live-streaming. The purpose of this study is to explore the process of consumer engagement in the brands' self-built live-streaming.Design/methodology/approachThis research comprises two experimental studies. Study 1 examined the effect of streamer types (CEO vs. celebrity) on consumer engagement. Study 2 investigated the moderating effects of product innovativeness.FindingsResults showed that CEO streamers could enhance consumer engagement by increasing consumers' cognitive trust, and celebrity streamers could enhance consumer engagement by increasing consumers' emotional trust. In addition, consumer engagement was higher for really new products (vs. incremental new products) in CEO streamers' (vs. celebrity streamers') live-streaming.Originality/valueCompared with previous studies that focused on streamers based on the influencer marketing, this study expands the scope of research on the live-streaming ecosystem by exploring the effect of different streamer types on the brands' self-built live-streaming. By investigating consumer engagement, this study gives implications for the sustainable traffic issue in live-streaming e-commerce.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2023-11-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139250969","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

Meme marketing on social media: the role of informational cues of brand memes in shaping consumers' brand relationship 社交媒体上的模因营销:品牌模因的信息线索在塑造消费者品牌关系中的作用

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-11-08 DOI: 10.1108/jrim-01-2023-0029

Yung-Cheng Shen, Crystal T. Lee, Wen-Ya Lin

{"title":"Meme marketing on social media: the role of informational cues of brand memes in shaping consumers' brand relationship","authors":"Yung-Cheng Shen, Crystal T. Lee, Wen-Ya Lin","doi":"10.1108/jrim-01-2023-0029","DOIUrl":"https://doi.org/10.1108/jrim-01-2023-0029","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic literature on digital communications mostly focuses on popular forms such as selfies, branded posts, and branded emoticons. Less attention has been paid to brand memes and their implications for brand management. Based on the cue utilization theory, this research aims to investigate the informational cues of brand memes foster brand partnerships.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>The structural equation modeling and importance-performance matrix analysis were used to empirically validate the research hypotheses with 595 respondents to an online survey.</p>\u0000<h3>Findings</h3>\u0000<p>Three informational cues of brand memes (i.e. comprehensibility, novelty, and meme-brand congruity) stimulated consumers' attitudes, which in turn impacted consumer-brand relationships. Another brand meme informational cue, sarcasm, negatively moderated the relationships between the three informational cues and consumer-brand relationships.</p>\u0000<h3>Originality/value</h3>\u0000<p>Our findings indicate that a brand can engage consumers in conversations on social media and foster long-term consumer-brand relationships through brand memes.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2023-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138536279","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

Voice-activated personal assistants and privacy concerns: a Twitter analysis 声控个人助理和隐私问题:一项Twitter分析

2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-11-08 DOI: 10.1108/jrim-02-2023-0050

Miriam Alzate, Marta Arce Urriza, Monica Cortiñas

{"title":"Voice-activated personal assistants and privacy concerns: a Twitter analysis","authors":"Miriam Alzate, Marta Arce Urriza, Monica Cortiñas","doi":"10.1108/jrim-02-2023-0050","DOIUrl":"https://doi.org/10.1108/jrim-02-2023-0050","url":null,"abstract":"Purpose This study aims to understand the extent of privacy concerns regarding voice-activated personal assistants (VAPAs) on Twitter. It investigates three key areas: (1) the effect of privacy-related press coverage on public sentiment and discussion volume; (2) the comparative negativity of privacy-focused conversations versus general conversations; and (3) the specific privacy-related topics that arise most frequently and their impact on sentiment and discussion volume. Design/methodology/approach A dataset of 441,427 tweets mentioning Amazon Alexa, Google Assistant, and Apple Siri from July 1, 2019 to June 30, 2021 were collected. Privacy-related press coverage has also been monitored. Sentiment analysis was conducted using the dictionary-based software LIWC and VADER, whereas text mining packages in R were used to identify privacy-related issues. Findings Negative privacy-related news significantly increases both negativity and volume in Twitter conversations, whereas positive news only boosts volume. Privacy-related tweets were notably more negative than general tweets. Specific keywords were found to either increase or decrease the sentiment and discussion volume. Additionally, a temporal evolution in sentiment, with general attitudes toward VAPAs becoming more positive, but privacy-specific discussions becoming more negative was observed. Originality/value This research augments the existing online privacy literature by employing text mining methodologies to gauge consumer sentiments regarding privacy concerns linked to VAPAs, a topic currently underexplored. Furthermore, this research uniquely integrates established theories from privacy calculus and social contract theory to deepen our analysis.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135392891","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 influence of service provider's role overload on value co-creation behavior in the sharing economy: a mediated moderation model 共享经济中服务提供者角色过载对价值共创行为的影响:一个中介调节模型

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-10-26 DOI: 10.1108/jrim-04-2023-0132

Linhao Han, Tao Wang, Yu Jia, Yinger Ye, Tianyuan Liu, Jiayu Lv

{"title":"The influence of service provider's role overload on value co-creation behavior in the sharing economy: a mediated moderation model","authors":"Linhao Han, Tao Wang, Yu Jia, Yinger Ye, Tianyuan Liu, Jiayu Lv","doi":"10.1108/jrim-04-2023-0132","DOIUrl":"https://doi.org/10.1108/jrim-04-2023-0132","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study investigates how role overload in the sharing economy leads to emotional exhaustion, which restricts value co-creation activity, and also investigates the moderating effect of perceived platform support.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two experimental investigations and field research questionnaires were given to respondents with shared mobility industry expertise.</p>\u0000<h3>Findings</h3>\u0000<p>First, role overload detrimentally affects service providers' value co-creation behavior; second, emotional exhaustion acts as a mediator between role overload and value co-creation behavior; and finally, perceived platform support moderates the adverse effect of role overload on emotional exhaustion.</p>\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors' knowledge, this study is the first to explore the antecedents of value co-creation behavior from the service provider's perspective, extending the application of COR theory in a sharing economy context.</p>\u0000<h3>Research limitations</h3>\u0000<p>First, alternative mediators between role overload and emotional exhaustion were not identified. Second, other dimensions of role overload and their impacts were not examined. Lastly, this study did not explore broader perspectives beyond algorithms.</p>\u0000<h3>Practical implications</h3>\u0000<p>This study recommends that managers reduce role overload ex ante in terms of clarifying responsibilities and obligations, providing substantive resource support and rationalizing order allocation, respectively.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2023-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138536284","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

Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies 探索社交媒体使用与反奢侈品行为之间的关系:对互动营销策略的启示

2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-10-21 DOI: 10.1108/jrim-04-2023-0125

Hoang Tran Phuoc Mai Le, Jungkun Park, Trang Thi Nguyen, Jeewoo Yun

{"title":"Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies","authors":"Hoang Tran Phuoc Mai Le, Jungkun Park, Trang Thi Nguyen, Jeewoo Yun","doi":"10.1108/jrim-04-2023-0125","DOIUrl":"https://doi.org/10.1108/jrim-04-2023-0125","url":null,"abstract":"Purpose The study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose future directions for luxury marketing in the post-pandemic world. Design/methodology/approach A qualitative approach was employed, wherein 979 posts from SM platforms were analyzed with the text analytics software package KH Coder through word-frequency analysis and an inductive technique. Findings The analysis identified the presence of eight types of online anti-luxurians: true luxurians, nature-experienced lovers, life simplifiers, anti-haulers, highly expected consumers, natural environment protectors, antidiscrimination consumers and historic-politic antagonists. Their degree of disengagement and opposition were discussed and graphically mapped. Originality/value This is the first study to discover various types of anti-luxurians on SM platforms and graphically map their level of disengagement and opposition toward luxury brands. This study fills an existing critical gap in the luxury marketing literature.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135511033","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

From tech to touch: self-concept and testimonials in AR try-on versus website 从技术到触摸:AR试戴与网站的自我概念和推荐

IF 8.2 2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-10-05 DOI: 10.1108/jrim-07-2023-0222

Aihoor Aleem, Sandra Maria Correia Loureiro, Jéssica Martinho

{"title":"From tech to touch: self-concept and testimonials in AR try-on versus website","authors":"Aihoor Aleem, Sandra Maria Correia Loureiro, Jéssica Martinho","doi":"10.1108/jrim-07-2023-0222","DOIUrl":"https://doi.org/10.1108/jrim-07-2023-0222","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>One of the main challenges that brands face is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze consumers' self-concept and testimonials through an augmented reality (AR) try-on app versus a website.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>An online survey was conducted with 222 participants, in which they were randomly exposed to two scenarios: AR try-on app or website experience and positive versus negative reviews presence.</p>\u0000<h3>Findings</h3>\u0000<p>The findings indicate positive effects of ideal self-congruence on purchase intention and confidence in fit. Low self-esteem consumers experience greater ideal self-congruence using AR when compared to the website. Confidence in fit partially mediates between ideal self-congruence and purchase intention. Higher levels of diagnosticity of reviews conduct to higher levels of purchase intention.</p>\u0000<h3>Originality/value</h3>\u0000<p>This study contributes to interactive marketing by exploring the effect of appearance self-esteem in the relationship between AR app versus website and ideal self-congruence and how this influences consumer behavior. In addition, the study also emphasizes the role of testimonials in shaping consumer intentions.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":8.2,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138536281","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

Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature 检验数字接触点的真实性:对15年文献的主题和文献计量学回顾

2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-10-04 DOI: 10.1108/jrim-02-2023-0042

Diem-Trang Vo, Nguyen Quynh Mai, Long TV Nguyen, Nguyen Hoang Thuan, Duy Dang-Pham, Ai-Phuong Hoang

{"title":"Examining authenticity on digital touchpoint: a thematic and bibliometric review of 15 years' literature","authors":"Diem-Trang Vo, Nguyen Quynh Mai, Long TV Nguyen, Nguyen Hoang Thuan, Duy Dang-Pham, Ai-Phuong Hoang","doi":"10.1108/jrim-02-2023-0042","DOIUrl":"https://doi.org/10.1108/jrim-02-2023-0042","url":null,"abstract":"Purpose The role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side of interactive marketing – forms of faking, manipulation and exploitation. Authenticity becomes a key topic in interactive marketing as it reflects how customers assess digital touchpoints. However, there is a lack of comprehensive knowledge of authenticity in the interactive environment. Design/methodology/approach This article consolidates the authenticity studies in various digital touchpoints using the entity-referent correspondence framework. This research employs bibliometric analysis and thematic analysis of 103 articles in the last 15 years. Findings Five research clusters are identified: (1) human, (2) brand-generated content, (3) user-generated content, (4) branded platforms and (5) new technologies-based touchpoints (artificial intelligence, augmented reality and virtual reality). Most interactive marketing studies focus on human and content authenticity, and new technologies-based touchpoints lack comprehensive conceptualization. The review synthesizes the types of authenticity used in each touchpoint and highlights the importance of true-to-creator-self and true-to-customer-self in customer evaluation. We further propose a research framework with four antecedent groups and outcomes. Practical implications Our research supports managers by highlighting the type of authenticity prioritized in each touchpoint's development. Originality/value To answer the call from interactive marketing researchers, this research highlights the distinct definitions of authenticity at various digital touchpoints rather than looking at the overall brand. Trends, gaps and future research agenda of the authenticity concept in technology adoption and customer behavior are discussed.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135645275","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

Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity 时尚领域的沉浸式游戏:品牌酷炫及其对品牌资产中介作用的调查

2区管理学

Journal of Research in Interactive Marketing Pub Date : 2023-09-30 DOI: 10.1108/jrim-02-2023-0053

Suha Fouad Salem, Alshaimaa Bahgat Alanadoly, Mohammed Ali Bait Ali Sulaiman

{"title":"Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity","authors":"Suha Fouad Salem, Alshaimaa Bahgat Alanadoly, Mohammed Ali Bait Ali Sulaiman","doi":"10.1108/jrim-02-2023-0053","DOIUrl":"https://doi.org/10.1108/jrim-02-2023-0053","url":null,"abstract":"Purpose This study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed a framework highlighting the influences of fashion-branded games on brand coolness and building fashion brands' overall equity. As significant factors affecting gamers, gender and gaming have been studied as moderators affecting the overall proposed framework. Design/methodology/approach A quantitative method was used to assess the significance of the relationships within the proposed model. Partial least squares structural equation modeling technique was implemented to assess the framework's relationships with a sample size of 248 active online gamers. Findings The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core online game values, perceived enjoyment was most strongly associated with perceived brand coolness, with other values, such as self-expression and perceived emotional challenge, having a weaker association. The multigroup analysis results further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, with the role of perceived brand coolness affecting male respondents to a lesser degree. Originality/value The contribution of this study to the existing literature consists in providing a deeper understanding of the impact of branded games on fashion brands' overall equity. The results provide insights for fashion brand managers into the significant effect of fashion gaming collaborations on consumers' behavioral outcomes.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136341979","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