J Res Interactive Mar
Introduction
Journal of Research in Interactive Marketing, 19(3)
INTEREST CATEGORY: INNOVATION AND TECH
POSTING TYPE: TOCs
Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities
—Zhucheng Shao []
Achieving close psychological distance and experiential value in the MarTech servicescape: a mindfulness-oriented service perspective
—Tseng-Lung Huang, Henry F.L. Chung []
Unveiling product imagination and decision comfort through personalized virtual try-on: the moderating role of spatial processing perception
—Seeun Kim, Hyejune Park, Rachel Esther Lim []
Mapping content-driven engagement and attitudinal spillover effect of influencer marketing
—Imran Anwar Mir, Jari Salo []
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief
—Yao Li, Cheng Zhang, Mi Zhou []
Optimizing positive goal framing in advertising: differential consumer responses to new product categories
—Yixuan Niu, Baolong Ma []
YouTube influencer marketing through parasocial interaction: a dyadic perspective
—Chih-Ping Chen []
The influence and configuration effect of content characteristics on customer input in the context of short video platforms
—Jieli Zhang, Chunqing Li []