Interactive Marketing in the Digital Era

Journal Name	Impact Factor	CiteScore	Launched Year	First Decision (median)	APC
Administrative Sciences admsci	3.0	4.8	2011	29.1 Days	CHF 1400	Submit
Businesses businesses	-	-	2021	24.7 Days	CHF 1000	Submit
Behavioral Sciences behavsci	2.5	2.6	2011	28.7 Days	CHF 2200	Submit
Journal of Theoretical and Applied Electronic Commerce Research jtaer	5.1	9.5	2006	34 Days	CHF 1000	Submit

21 pages, 1668 KiB

Open AccessArticle

Factors of Customer Loyalty and Retention in the Digital Environment

by Matheus de Sousa Pereira, Beatriz Schmitt de Castro, Brenda Alves Cordeiro, Bruno Schmitt de Castro, Maria Gabriela Mendonça Peixoto, Eugenia Cornils Monteiro da Silva and Marcelo Carneiro Gonçalves

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 71; https://doi.org/10.3390/jtaer20020071 - 12 Apr 2025

Viewed by 338

Abstract

Customer loyalty and retention are crucial for digital platforms, yet systematic studies integrating technological innovation and loyalty strategies remain scarce. This study addresses this gap by conducting a bibliometric analysis of key factors influencing customer retention in the digital environment. Our research employs [...] Read more.

Customer loyalty and retention are crucial for digital platforms, yet systematic studies integrating technological innovation and loyalty strategies remain scarce. This study addresses this gap by conducting a bibliometric analysis of key factors influencing customer retention in the digital environment. Our research employs a quantitative bibliometric approach using the Biblioshiny and Bibliometrix tools (RStudio 2022.02), analyzing 300 scientific articles from the Web of Science database (2021–2024). This study applies bibliometric techniques such as descriptive metrics, bibliographic coupling, co-citation, and scientific collaboration mapping to identify trends and thematic clusters. Our findings indicate that emerging technologies, including artificial intelligence and big data, significantly impact customer experience, trust, and engagement. Personalization and digital innovation emerge as fundamental drivers of customer retention, offering strategic insights for companies aiming to strengthen competitiveness in the global digital market. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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22 pages, 1195 KiB

Open AccessArticle

Harmonizing Sight and Sound: The Impact of Auditory Emotional Arousal, Visual Variation, and Their Congruence on Consumer Engagement in Short Video Marketing

by Qiang Yang, Yudan Wang, Qin Wang, Yushi Jiang and Jingpeng Li

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 69; https://doi.org/10.3390/jtaer20020069 - 8 Apr 2025

Viewed by 441

Abstract

Social media influencers strategically design the auditory and visual features of short videos to enhance consumer engagement. Among these, auditory emotional arousal and visual variation play crucial roles, yet their interactive effects remain underexplored. Drawing on multichannel integration theory, this study applies multimodal [...] Read more.

Social media influencers strategically design the auditory and visual features of short videos to enhance consumer engagement. Among these, auditory emotional arousal and visual variation play crucial roles, yet their interactive effects remain underexplored. Drawing on multichannel integration theory, this study applies multimodal machine learning to analyze 12,842 short videos from Douyin, integrating text analysis, sound recognition, and image processing. The results reveal an inverted U-shaped relationship between auditory emotional arousal and consumer engagement, where moderate arousal maximizes interaction while excessively high or low arousal reduces engagement. Visual variation, however, exhibits a positive linear effect, with greater variation driving higher engagement. Notably, audiovisual congruence significantly enhances engagement, as high alignment between arousal and visual variation optimizes consumer information processing. These findings advance short video marketing research by uncovering the multisensory interplay in consumer engagement. They also provide practical guidance for influencers in optimizing voice and visual design strategies to enhance content effectiveness. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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21 pages, 661 KiB

Open AccessArticle

Consumer Information-Seeking and Cross-Media Campaigns: An Interactive Marketing Perspective on Multi-Platform Strategies and Attitudes Toward Innovative Products

by Hyunkoo Heo and Sinae Lee

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 68; https://doi.org/10.3390/jtaer20020068 - 8 Apr 2025

Viewed by 364

Abstract

This study investigates how consumers’ information-seeking motivation and perceptions of cross-media campaigns influence their attitudes toward innovative products. Drawing from the perspective of interactive marketing, it highlights the role of consumer–brand interaction in shaping product evaluation and acceptance. The findings indicate that when [...] Read more.

This study investigates how consumers’ information-seeking motivation and perceptions of cross-media campaigns influence their attitudes toward innovative products. Drawing from the perspective of interactive marketing, it highlights the role of consumer–brand interaction in shaping product evaluation and acceptance. The findings indicate that when consumers perceive a product as highly innovative, they tend to experience both curiosity and uncertainty. This activates their need for information-seeking, which subsequently increases their engagement with cross-media campaigns designed with interactive marketing elements. Through this process, consumers develop more favorable attitudes toward the product. The results also reveal a significant dual mediation effect between perceived innovativeness and product attitude, mediated by the need for information-seeking and perception of cross-media campaigns. Although each path may not independently reach significance, the combined sequential mechanism—where consumers actively explore and interact with brand content—plays a critical role in shaping product attitudes. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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19 pages, 1634 KiB

Open AccessArticle

Unveiling Luxury Consumption Intention in Scarcity: The Role of Locus of Control and Economic Mobility Perceptions

by Yuejun Liu, Banggang Wu and Xiaoyu Deng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(1), 33; https://doi.org/10.3390/jtaer20010033 - 15 Feb 2025

Viewed by 917

Abstract

Perceived scarcity can significantly shape consumer behavior, particularly regarding luxury consumption during economic downturns. This study examines how perceived scarcity influences the preference for luxury goods and assesses the mediating role of perceived control in this relationship. Employing a multi-method approach that combines [...] Read more.

Perceived scarcity can significantly shape consumer behavior, particularly regarding luxury consumption during economic downturns. This study examines how perceived scarcity influences the preference for luxury goods and assesses the mediating role of perceived control in this relationship. Employing a multi-method approach that combines questionnaire surveys and bias adjustment techniques, this research captures the complex interplay between scarcity cues, perceived control, and consumption behaviors. The findings indicate that when consumers experience scarcity, they are more inclined to seek out luxury goods as a means to restore a sense of psychological balance. Perceived control emerges as a key mediating factor, helping explain why scarcity leads to a heightened interest in luxury products. This mediation suggests that consumers turn to luxury items not solely due to external constraints, but also as a way to reassert control over their circumstances. By integrating compensatory control theory and considering variations in locus of control and perceived economic mobility, this study provides a nuanced understanding of the psychological mechanisms underpinning luxury consumption in resource-constrained contexts. These insights advance theoretical perspectives on scarcity effects and offer practical implications for marketers and policymakers aiming to engage consumers responsibly and effectively in challenging economic environments. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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30 pages, 1740 KiB

Open AccessArticle

Measuring Customer Experience in AI Contexts: A Scale Development

by Chunqing Li, Riyan Hao, Ning Li and Chenlu Zhang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(1), 31; https://doi.org/10.3390/jtaer20010031 - 14 Feb 2025

Viewed by 1560

Abstract

With the advent of the digital intelligence era and the rapid evolution of emerging technologies, Artificial Intelligence (AI) is fundamentally transforming the way consumers and businesses interact, gradually becoming one of the primary tools for companies to continuously improve customer experience and maintain [...] Read more.

With the advent of the digital intelligence era and the rapid evolution of emerging technologies, Artificial Intelligence (AI) is fundamentally transforming the way consumers and businesses interact, gradually becoming one of the primary tools for companies to continuously improve customer experience and maintain competitiveness. However, existing research on customer experience largely overlooked the disruptive changes brought by the widely applied AI technologies. Therefore, this paper focuses on customer AI experience in the new context, using a mixed research method combining qualitative and quantitative approaches to explore the connotation, measurement, formation mechanism, and related action mechanisms of this construct. This study finds the following: (1) the customer AI experience is an intrinsic and subjective response generated by customers after interacting with AI capabilities, mediated by AI. It specifically includes five dimensions: social experience, intellectual experience, classification experience, exploitation experience, and service experience; (2) its formation and development is a cyclical model comprising three stages: expectation, realization, and reflection, corresponding to the mechanisms of contact, interaction, and comparison; (3) the perceived innovative characteristics of AI technology help customers to have a better AI experience, thereby stimulating customer engagement behavior. This provides certain guidance and reference for enterprises to better understand and utilize AI’s innovative characteristics to improve the customer experience, promote customer engagement, seize opportunities in AI technology development, and maintain a competitive advantage. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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21 pages, 999 KiB

Open AccessArticle

Harnessing Empathy: The Power of Emotional Resonance in Live Streaming Sales and the Moderating Magic of Product Type

by Shizhen Bai, Fang Jiang, Qiutong Li, Dingyao Yu and Yongbo Tan

J. Theor. Appl. Electron. Commer. Res. 2025, 20(1), 30; https://doi.org/10.3390/jtaer20010030 - 13 Feb 2025

Viewed by 1446

Abstract

The emotional expressions in live streaming e-commerce possess a strong contagious effect, enabling viewers to easily resonate with the specific emotions conveyed by the streamers and consciously build an empathy transmission chain. This study constructs a regression model based on the emotional contagion [...] Read more.

The emotional expressions in live streaming e-commerce possess a strong contagious effect, enabling viewers to easily resonate with the specific emotions conveyed by the streamers and consciously build an empathy transmission chain. This study constructs a regression model based on the emotional contagion theory and explores the impact of empathy between streamers and viewers on sales performance. Using data from 30 live streams, totaling 22,707 min, from one of China’s most popular live streaming rooms, “East Buy”, between February and April 2024, we demonstrate the significant positive impact of empathy between streamers and viewers on sales. Additionally, product type positively moderates this relationship. The unexpected thing is that live streaming time does not significantly affect the relationship between empathy and sales. This study employs text sentiment analysis methods to extract emotional features from the streamers’ speech and real-time comments from viewers. Our research extends the application of emotional contagion theory to the context of live-streaming e-commerce, enriches the literature on emotional interaction in service marketing, and provides practical insights for live-streaming platforms and streamers. Streamers can optimize marketing strategies and achieve sales goals by creating a more engaging and empathetic live-streaming experience. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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18 pages, 1337 KiB

Open AccessArticle

Equality Matters: The Impact of Human–AI Relationship Types on Responsible Consumption in Shared Services

by Leting Tang, Jiang Zhu and Wenyu Dou

J. Theor. Appl. Electron. Commer. Res. 2025, 20(1), 27; https://doi.org/10.3390/jtaer20010027 - 11 Feb 2025

Viewed by 724

Abstract

As AI becomes increasingly embedded in the sharing economy, understanding its impact on consumer behavior is crucial. This research aims to examine how different human–AI relationship types—equal vs. human-dominant—influence responsible consumption, framed within Social Identity Theory. Specifically, we investigate the mediating role of [...] Read more.

As AI becomes increasingly embedded in the sharing economy, understanding its impact on consumer behavior is crucial. This research aims to examine how different human–AI relationship types—equal vs. human-dominant—influence responsible consumption, framed within Social Identity Theory. Specifically, we investigate the mediating role of social identification and the moderating effect of anthropomorphism in shaping consumer responses to AI interactions. Across three experimental studies, we demonstrate that (1) equal human–AI relationships lead to higher responsible consumption than human-dominant relationships; (2) social identification mediates this relationship, as equal AI fosters greater consumer identification, which subsequently enhances responsible behavior; and (3) anthropomorphism moderates these effects, such that the positive influence of equal relationships on responsible consumption is significant only when anthropomorphism is low, whereas this effect diminishes when anthropomorphism is high. These findings contribute to the growing literature on AI–consumer interactions by offering insights into AI’s social dynamics and practical recommendations for designing AI systems that effectively promote responsible behavior in shared services. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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18 pages, 1649 KiB

Open AccessArticle

How Does the Relevance of Firm-Generated Content to Products Affect Consumer Brand Attitudes?

by Yao Li, Ying Yin and Zhiqiang Wang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(1), 19; https://doi.org/10.3390/jtaer20010019 - 31 Jan 2025

Viewed by 976

Abstract

Despite the growing importance of firm-generated content (FGC) on social platforms, the effect of its relevance to products on consumer brand attitudes remains underexplored. As digital platforms increasingly influence consumer decision-making, this study investigates how the relevance of FGC to products affects consumer [...] Read more.

Despite the growing importance of firm-generated content (FGC) on social platforms, the effect of its relevance to products on consumer brand attitudes remains underexplored. As digital platforms increasingly influence consumer decision-making, this study investigates how the relevance of FGC to products affects consumer brand attitudes. Through four experimental studies, we examine the mediating role of brand authenticity and the moderating effects of brand type (time-honored vs. new) and consumer thinking style (analytic vs. holistic). The results indicate that the relevance of FGC to products positively affects consumer brand attitudes, with brand authenticity acting as a mediating factor. Furthermore, this effect is stronger for time-honored brands and analytic-thinking consumers. These findings contribute to digital marketing literature by introducing a novel perspective on FGC and product relevance, an aspect largely overlooked in previous research. Our study also provides valuable insights for brand managers on how to leverage FGC to enhance consumer–brand interactions, particularly by aligning FGC with both brand type and consumer thinking style. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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36 pages, 3327 KiB

Open AccessArticle

“Nice to Meet You in Masks”: How Virtual Avatars Enhance User Experience on Random Video Chat Platforms

by Chao Gu, Xin Sun, Wei Wei, Jie Sun, Yingjie Zeng and Lie Zhang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(1), 14; https://doi.org/10.3390/jtaer20010014 - 20 Jan 2025

Cited by 1 | Viewed by 1184

Abstract

This study aims to understand how interaction design can enhance the user experience of random video chats using virtual avatars (RVC–VAs). We propose a framework to explain the mechanisms underlying changes in social anxiety and flow experiences. We applied analysis of variance (ANOVA), [...] Read more.

This study aims to understand how interaction design can enhance the user experience of random video chats using virtual avatars (RVC–VAs). We propose a framework to explain the mechanisms underlying changes in social anxiety and flow experiences. We applied analysis of variance (ANOVA), structural equation modeling (SEM), and fuzzy set qualitative comparative analysis (fsQCA) to data collected through surveys. Our findings indicate that a second-order construct, named mysterious interaction, comprising perceived interactivity, perceived vividness, and mystery, can reduce social anxiety and positively impact flow. Novelty experience enhances flow for female users but increases social anxiety for all users. Notably, social anxiety unexpectedly showed a positive effect on flow. Based on these findings, we propose interaction design strategies that could aid in the development and optimization of RVC-VA platforms, providing specific parameters to assist designers in prioritizing and planning actionable steps. This study makes a significant contribution to the advancing of online social services and addressing users’ needs for online social interaction. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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21 pages, 2401 KiB

Open AccessArticle

The Influence of Power Distance Beliefs and Advertising Appeal on Consumers’ Purchase Intentions

by Ruotong Feng, Yu Sun, Kai He, Zan Huang and Defeng Yang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(1), 7; https://doi.org/10.3390/jtaer20010007 - 8 Jan 2025

Viewed by 1633

Abstract

The global economic integration in the digital era, crafting marketing messages that resonate across diverse cultural landscapes poses a significant challenge for businesses. This study examines how consumers’ power distance beliefs and the use of exclusivity and authenticity in marketing communications influence their [...] Read more.

The global economic integration in the digital era, crafting marketing messages that resonate across diverse cultural landscapes poses a significant challenge for businesses. This study examines how consumers’ power distance beliefs and the use of exclusivity and authenticity in marketing communications influence their preferences. Through Study 1a and 1b, we find that the interaction between power distance beliefs and marketing appeals significantly impacts consumer purchase intentions. Further, Study 2 demonstrates these results and sheds light on the underlying psychological mechanism. This research contributes to the extant literature by elucidating the complex dynamics between power distance beliefs, advertising appeal, and cross-cultural consumer behavior in the digital economy. Additionally, it offers practical insights for firms aiming to craft effective marketing messages for culturally diverse audiences through digital marketing and e-commerce. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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17 pages, 1667 KiB

Open AccessArticle

How Does Self-Construal Influence Green Product Purchase in the Digital Era? The Moderating Role of Advertising Appeal

by Peng Su, Qi Yao and Xian Wu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(1), 4; https://doi.org/10.3390/jtaer20010004 - 30 Dec 2024

Viewed by 1102

Abstract

Advertising has become an important strategy for many enterprises to nudge consumers to buy green products and achieve sustainable development. In the context of cultural diversity, the discussion on the influence of consumers’ cultural belief variables on the effectiveness of advertising persuasion appears [...] Read more.

Advertising has become an important strategy for many enterprises to nudge consumers to buy green products and achieve sustainable development. In the context of cultural diversity, the discussion on the influence of consumers’ cultural belief variables on the effectiveness of advertising persuasion appears conducive to promoting green consumption. Through two situational experiments based on information processing theory, this study verified the impact and mechanism of the interaction between self-construal and advertising appeals on green product purchase intention, revealing the mediating role of information processing fluency (Experiment 2). The results indicate that emotional (rational)-appeal advertisements can strengthen independent (interdependent) self-constructed consumers’ stronger purchase intentions for green products (Experiment 1). Moreover, the occurrence of this effect is mediated by information processing fluency (Experiment 2). Not only do the conclusions of this research enrich the literature in the field of self-construal and advertising appeal preference but they also have managerial implications for improving green marketing performance by using advertising appeal and targeting consumers’ cultural psychological characteristics. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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27 pages, 1343 KiB

Open AccessArticle

How Do We Engage Customers in Official Activity in the Virtual Brand Community? The Effects of Enterprise-Generated Contents on Customer Engagement Behaviors

by Xiaoxi Yang, Xinyi Su, Jing Lin, Jiaqi Liu, Miao Miao and Yushi Jiang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3520-3546; https://doi.org/10.3390/jtaer19040171 - 11 Dec 2024

Viewed by 1309

Abstract

The rapid development of information and communication technologies has positioned virtual brand communities as key platforms for facilitating direct interactions between companies and customers. As part of this trend, enterprises are increasingly utilizing enterprise-generated content (EGC) to drive customer engagement within these communities. [...] Read more.

The rapid development of information and communication technologies has positioned virtual brand communities as key platforms for facilitating direct interactions between companies and customers. As part of this trend, enterprises are increasingly utilizing enterprise-generated content (EGC) to drive customer engagement within these communities. However, numerous enterprises struggle to achieve the desired levels of online interaction. This study seeks to address this challenge by systematically measuring the characteristics of EGC in brand communities and examining their effects on varying forms of customer engagement behaviors (CEBs). We categorize EGC characteristics into five dimensions and classify CEBs into three different levels based on engagement intensity. Using a large dataset of 21,850 EGC posts and corresponding customer behavior data, we employ text analysis and machine learning techniques to conduct a robust empirical analysis, revealing the complex relationships between EGC characteristics and CEBs. The findings reveal that media richness, information specialty, and information incentive of EGC positively influence higher-intensity CEBs, whereas more obvious information persuasiveness and information marketing fall short of driving active community engagement. This research not only uncovers the nuanced relationships between EGC characteristics and engagement behaviors but also contributes to the empirical results of EGC studies by applying large-sample text analysis methods. Furthermore, it provides valuable insights for enterprises aiming to optimize their content strategies to influence customer behaviors and achieve targeted marketing goals within virtual brand communities. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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21 pages, 978 KiB

Open AccessArticle

Audio Features and Crowdfunding Success: An Empirical Study Using Audio Mining

by Miao Miao, Yudan Wang, Jingpeng Li, Yushi Jiang and Qiang Yang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3176-3196; https://doi.org/10.3390/jtaer19040154 - 18 Nov 2024

Cited by 1 | Viewed by 1342

Abstract

Crowdfunding videos have become a crucial tool for entrepreneurs seeking financial support, with audio design playing a critical role in attracting potential investors. However, research on how audio features influence crowdfunding success remains limited. This study uses audio analysis techniques to examine data [...] Read more.

Crowdfunding videos have become a crucial tool for entrepreneurs seeking financial support, with audio design playing a critical role in attracting potential investors. However, research on how audio features influence crowdfunding success remains limited. This study uses audio analysis techniques to examine data from 4500 crowdfunding campaigns on the Kickstarter platform between 2013 and 2016, investigating the impact of audio features on crowdfunding success rates. Grounded in the signaling theory, we posited four hypotheses suggesting that speech rate, loudness, pitch, and emotional arousal would each exhibit an inverted U-shaped relationship with crowdfunding success rates. Through data analysis, we found that moderate levels of speech rate, loudness, pitch, and emotional arousal significantly enhanced crowdfunding success, whereas extremes in these vocal characteristics had a detrimental effect. Our findings not only extend the application of audio analysis in the crowdfunding domain, but also provide empirical evidence for the influence of audio features on crowdfunding success. This research offers practical guidance for project initiators in developing promotional strategies and for platforms in optimizing user experience. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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14 pages, 477 KiB

Open AccessArticle

When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference

by Taiyang Zhao, Ziwei Liang, Yuqi Du, Ershuai Huang and Yun Zou

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3123-3136; https://doi.org/10.3390/jtaer19040151 - 12 Nov 2024

Cited by 1 | Viewed by 1204

Abstract

Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and [...] Read more.

Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and behavior. Against this backdrop, consumer response to brand rejection has become a concern in interactive marketing. This study investigated how consumers cope with brand rejection by satisfying their need to reduce uncertainty based on the uncertainty–identity theory. This study examined the effect of brand rejection on consumers’ in-group brands (e.g., local brands) preference and the corresponding mediating mechanism and boundary condition through four experiments. The results demonstrated that consumers who experienced brand rejection were less likely to purchase products from that brand and showed a greater preference for other in-group brands than out-group brands (foreign brands). This relationship was mediated by consumers’ sense of control. Moreover, brand familiarity moderated the relationship between brand rejection and sense of control, affecting consumers’ in-group brand preference. These findings expand the research area of brand rejection and in-group brand preference and provide a practical reference for the development of local brands. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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21 pages, 652 KiB

Open AccessArticle

AI-Driven Business Model: How AI-Powered Try-On Technology Is Refining the Luxury Shopping Experience and Customer Satisfaction

by Xin Song and Carole Bonanni

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3067-3087; https://doi.org/10.3390/jtaer19040148 - 5 Nov 2024

Cited by 3 | Viewed by 3820

Abstract

Artificial Intelligence (AI) has revolutionized interactive marketing, creating dynamic and personalized customer experiences. To the best of our knowledge, no studies have ventured into how firms in the luxury sector can leverage AI marketing activities to innovate their business model and boost the [...] Read more.

Artificial Intelligence (AI) has revolutionized interactive marketing, creating dynamic and personalized customer experiences. To the best of our knowledge, no studies have ventured into how firms in the luxury sector can leverage AI marketing activities to innovate their business model and boost the development of future digital marketing to enhance the luxury shopping experience (LSE). Building on the existing LSE literature and adopting a business model innovation (BMI) lens, we conducted an experimental study to identify how AI-powered try-on technology (ATT) can contribute to LSEs and create customer value proxied by customer satisfaction. In addition, we determined the specific dimensions of the LSE that are most affected by AI marketing efforts. Furthermore, our findings explored the role of AI in driving BMI and the interrelationship between enhanced customer satisfaction and BMI. This research contributes to understanding the crucial role of AI in shaping the future of interactive marketing in the luxury context. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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16 pages, 2583 KiB

Open AccessArticle

The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective

by Liying Zhou, Limin Niu and Taiyang Zhao

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3035-3050; https://doi.org/10.3390/jtaer19040146 - 4 Nov 2024

Viewed by 1552

Abstract

As augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product presentation formats (AR vs. [...] Read more.

As augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product presentation formats (AR vs. non-AR) and presentation strategies (separate vs. collocation) in brand recall. Across two experiments, we showed that AR enhances brand recall only in collocation presentations, where multiple products are displayed together, but not in separate presentations of individual products. In single-product contexts, AR formats do not demonstrate a significant advantage over non-AR formats. These findings suggest that AR’s effectiveness is contingent on presentation strategy, highlighting the contextual boundaries of AR’s utility in influencing consumer memory. By integrating embodied cognition theory with associative network theory, this research advances our understanding of how immersive technologies shape brand recall, offering strategic insights for marketers seeking to leverage AR in diverse product presentation scenarios. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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23 pages, 846 KiB

Open AccessArticle

The Influence Mechanism of Narrative Strategies Used by Virtual Influencers on Consumer Product Preferences

by Yuelong Zeng, Gefei Pu, Jingwen Liu and Wenting Feng

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2828-2850; https://doi.org/10.3390/jtaer19040137 - 17 Oct 2024

Cited by 2 | Viewed by 2360

Abstract

As social media has risen, virtual social media influencers have become a significant tool in modern marketing, utilizing computer-generated images (CGI), machine learning algorithms, and artificial intelligence technologies to connect with consumers via virtual online personas. In this study, the Uses and Gratifications [...] Read more.

As social media has risen, virtual social media influencers have become a significant tool in modern marketing, utilizing computer-generated images (CGI), machine learning algorithms, and artificial intelligence technologies to connect with consumers via virtual online personas. In this study, the Uses and Gratifications Theory (UGT) is employed as a theoretical framework to explore the effects of educational narrative strategies and evaluative narrative strategies on consumer product preferences, with an analysis of the mediating role of word-of-mouth effectiveness and the moderating role of perceived product usability. It was demonstrated in Experiment 1 that virtual influencers employing educational narrative strategies are more effective than those using evaluative narrative strategies in enhancing consumer product preferences. The boundaries of the study were clarified in Experiment 2, which found that the main effect of educational narrative strategies utilized by social media influencers to increase consumer product preferences is present only in the context of virtual influencers. In Experiment 3, the mediating role of word-of-mouth recommendation effectiveness in the relationship between narrative strategies and consumer product preferences was further verified. The moderating role of perceived product usability was examined in Experiment 4, and it was found that the main effect is more pronounced in contexts where perceived product usability is low. The results of this study provide theoretical and practical guidance on how companies can effectively leverage virtual influencers to promote their products. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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18 pages, 932 KiB

Open AccessArticle

How Perceived Similarity between Travel Destinations and Hometowns Influences Consumer Experience in Online Travel Blind Boxes: The Mediating Role of the Aha Moment

by Meilian Liu, Xiaoguang Chen, Xinyue Zhao and Qian Xu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2765-2782; https://doi.org/10.3390/jtaer19040133 - 11 Oct 2024

Viewed by 1962

Abstract

The blind box market is fast-growing, from toys, baseball cards, and vibrant second-hand products to the recent growing tourism market, becoming the latest trend sweeping through China, not only in offline retailing but also online businesses and e-commerce. For young consumers, the element [...] Read more.

The blind box market is fast-growing, from toys, baseball cards, and vibrant second-hand products to the recent growing tourism market, becoming the latest trend sweeping through China, not only in offline retailing but also online businesses and e-commerce. For young consumers, the element of mystery is a big part of the fun that not everyone can obtain the most special and desirable products. The present research aims to elucidate how travel blind boxes attract young consumers in terms of their psychological connections to travel destinations. In particular, building upon psychological distance theory, this study examines the relationship between perceived similarities between travel destinations and hometowns and the attraction of travel blind boxes. Contributing to the existing literature that mainly describes the phenomenon of the blind box craze but often fails to identify its underlying mechanisms, the present study advances our understanding of such trendy marketing practices by investigating the mediating role of the “aha moment” and the boundary conditions of electronic word-of-mouth recommendations and price sensitivity. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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18 pages, 705 KiB

Open AccessArticle

Does Information Source Matter? Corporate Reputation Management during Negative Social Responsibility Events

by Hongxia Peng, Qiang Zhang and Zhiqiang Zhang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2747-2764; https://doi.org/10.3390/jtaer19040132 - 9 Oct 2024

Viewed by 1319

Abstract

In the era of digital marketing, where consumers and enterprises frequently interact with each other, consumers hold different attitudes toward the different sources of information, including corporate social responsibility information. Negative corporate social responsibility can have direct impacts on corporate reputation. Choosing appropriate [...] Read more.

In the era of digital marketing, where consumers and enterprises frequently interact with each other, consumers hold different attitudes toward the different sources of information, including corporate social responsibility information. Negative corporate social responsibility can have direct impacts on corporate reputation. Choosing appropriate channels to publish the negative social responsibility information of enterprises in order to reduce the impact of these negative social events on corporate reputation is imperative for corporate image management. This research examines the differences in the impact of enterprise-generated content and -co-generated content on consumer attitudes using second-hand data analysis and then investigates how different information sources influence corporate reputation through empirical experiments. The results indicate that co-generated content performs better than other sources of information on corporate reputation, while professional user-generated content has the most negative impact. We further identify the external attribution as a mediation mechanism in the relationship between information sources and corporate reputation. The theoretical contributions and managerial implications of the research findings are discussed. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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23 pages, 2853 KiB

Open AccessArticle

Unraveling the Influential Mechanisms of Smart Interactions on Stickiness Intention: A Privacy Calculus Perspective

by Jinyi He, Xinjian Liang and Jiaolong Xue

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2582-2604; https://doi.org/10.3390/jtaer19040124 - 26 Sep 2024

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Abstract

Artificial intelligence (AI) technologies are changing the ways of interaction between humans and machines, and smart interactions have become one of the hot topics of artificial intelligent in-home voice assistants (AVAs) by connecting humans, machines, content, and AVAs. Based on the privacy calculus [...] Read more.

Artificial intelligence (AI) technologies are changing the ways of interaction between humans and machines, and smart interactions have become one of the hot topics of artificial intelligent in-home voice assistants (AVAs) by connecting humans, machines, content, and AVAs. Based on the privacy calculus theory (PCT), the authors conducted an online questionnaire-based survey to investigate the influential mechanisms of smart interactions on stickiness intention (SI), demonstrated the positive (negative) effects of smart interactions on benefits and risks, and verified the moderating role of susceptibility to normative influence (SNI). The results show that smart interactions positively impact SI via utilitarian benefit and hedonic benefit; humanness has a U-shaped effect on privacy risk; personalization, connectivity, and linkage positively impact privacy risk; multimodal control negatively impacts privacy risk; and SNI positively moderates the effects of smart interactions on stickiness intention. The study enriched and expanded the literature on smart interactions in the context of AIoT and offered practical implications for AVA service providers and developers to design or optimize smart interactions for AI interactive services. By examining the double-edged sword effects of personalization and humanness, our findings offer novel insights into the privacy calculus in smart interactions. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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