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POSTING TYPE: TOCs

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“Brand love goes through the interactive brand community”: the role of member-to-member emotional bonds
—Silvia Sanz-Blas; Daniela Buzova; María Cristina Otero Gómez []

When online advertising backfires: how imperative call-to-action messages trigger psychological reactance
—Áron K. Szabó; Ariel Zoltán Mitev []

The effect of matching strategies and advertising performance: the roles of perceived goal progress and customer search behaviors
—Yaxin Ming; Chenxi Li; Siyu Peng []

When time is crucial: effects of compensation type and anthropomorphic chatbots on chatbot service recovery satisfaction
—Eunmi Jeon; Jaisang Kim []

The effect of physicians’ value-added services on patients’ consulting intention in online health communities
—Tian Liu; Hongyan Jiang; Yudi Sun ; Mengting Zhang []

Where’s the interactive marketing in the interactive marketing literature? A state-of-the-art review and research agenda
—James W. Peltier ; Andrew J. Dahl; Lauren Drury; Tracy Khan; Cheng Wang []

When privacy concerns drive AI adoption: a psychological perspective
—Ting Guo; Qionglin Wu; Fengyan Cai []

Feeding negativity on social media: how compensating customers creates vicious cycles of complaint
—Yuchi Zhang; Kunpeng Zhang []