J Res Interactive Mar
Introduction
Journal of Research in Interactive Marketing, 20(2)
INTEREST CATEGORY: INNOVATION AND TECH
POSTING TYPE: TOCs
How is brand love shaped through virtual event value co-creation and sponsorship? A multi-method approach
—Yang Xiao Fei; Xiu-Ming Loh; Linda A./P. Seduram; Garry Wei-Han Tan []
Visual attention, brand personality and mental imagery: an eye-tracking study of virtual reality (VR) advertising design
—Lijie Zhou; Fei Xue; Matthew H. Barton []
Who says what? How message appeals shape virtual- versus human-influencers’ impact on consumer engagement
—Xiaoying Zheng; Changqi Cui ; Changqing Zhang; Dongjin Li []
Exploring the impact of certainty language style in social media influencers-generated content on consumers’ purchase behavior
—Qiang Yang; Qianqian Han; Jingpeng Li; Jiaji Zhu; Yushi Jiang []
Interactive marketing and instant donations: psychological drivers of virtual YouTuber followers’ contributions
—Han Lee; Ju-Yin Weng ; Kuan Yun Chen []
Online shopper response to non-equivalent mixed promotions with time constraints
—Yunzhe Li ; Hong-Youl Ha []
Seeing less, sharing more: how face disclosure and selective blur impact engagement with cause-related marketing on Instagram
—Sann Ryu []
The impact of digital intelligence on product innovation: investigating the interactive effect of dynamic capability and heterogeneous top management teams
—Jiaxun He; Di Zhang ; Zewei Xue []