Pub Date : 2023-05-05DOI: 10.1108/jrim-12-2022-0370
Jose L. Saavedra Torres, Ashok Bhattarai, Anh Dang, Monika Rawal
PurposeThis study examines the use of dark humor in brand-to-brand communications on social media and its impact on consumers' brand perceptions. In particular, this study looks at roasting messages in which a brand humorously insults its peers.Design/methodology/approachThe authors used a sampling method to recruit 286 participants from the United States. They employed an ANOVA and Tukey's post hoc analysis to test the hypotheses, as well as Hayes' PROCESS to test the mediation and moderation effects, including Johnson–Neyman procedure.FindingsThe authors found that not all customers find roasting messages funny. Rather, consumers' personality and age will influence their perceived humor of the messages and their brand evaluations. Customers who are young and extroverted are likely to believe roasting messages to be funny. They thus perceive the brand to be cooler and more sincere when using such a communication approach, compared to when the brand neutrally interacts with others. Meanwhile, brands may find less success with old and introverted customers.Originality/valueThis research sheds light on how the consumers' perception of humor in a roasting type of brand-to-brand communication has an impact on consumers' psychological perceptions of brand coolness and brand sincerity. To guide practitioners, it explored how the interaction between a consumer's personality and age moderates the aforementioned relationship.
{"title":"Do you want to be roasted? The boundaries of using dark humor as a brand-to-brand communication strategy","authors":"Jose L. Saavedra Torres, Ashok Bhattarai, Anh Dang, Monika Rawal","doi":"10.1108/jrim-12-2022-0370","DOIUrl":"https://doi.org/10.1108/jrim-12-2022-0370","url":null,"abstract":"PurposeThis study examines the use of dark humor in brand-to-brand communications on social media and its impact on consumers' brand perceptions. In particular, this study looks at roasting messages in which a brand humorously insults its peers.Design/methodology/approachThe authors used a sampling method to recruit 286 participants from the United States. They employed an ANOVA and Tukey's post hoc analysis to test the hypotheses, as well as Hayes' PROCESS to test the mediation and moderation effects, including Johnson–Neyman procedure.FindingsThe authors found that not all customers find roasting messages funny. Rather, consumers' personality and age will influence their perceived humor of the messages and their brand evaluations. Customers who are young and extroverted are likely to believe roasting messages to be funny. They thus perceive the brand to be cooler and more sincere when using such a communication approach, compared to when the brand neutrally interacts with others. Meanwhile, brands may find less success with old and introverted customers.Originality/valueThis research sheds light on how the consumers' perception of humor in a roasting type of brand-to-brand communication has an impact on consumers' psychological perceptions of brand coolness and brand sincerity. To guide practitioners, it explored how the interaction between a consumer's personality and age moderates the aforementioned relationship.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43431580","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}
Pub Date : 2023-05-03DOI: 10.1108/jrim-10-2021-0268
Balpreet Kaur, Justin Paul, Rishi Raj Sharma
Purpose
The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.
Design/methodology/approach
Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality.
Findings
Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.”
Originality/value
The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.
{"title":"The virality of advertising content","authors":"Balpreet Kaur, Justin Paul, Rishi Raj Sharma","doi":"10.1108/jrim-10-2021-0268","DOIUrl":"https://doi.org/10.1108/jrim-10-2021-0268","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.”</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"1 1","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138536277","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}
Pub Date : 2023-04-25DOI: 10.1108/jrim-12-2022-0368
Prasanta Kr. Chopdar, J. Paul
PurposeFrom the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps.Design/methodology/approachFirst, a set of precursors of brand transparency of food delivery apps from focus group discussions was identified. Next, an integrated model tests the impact of brand transparency, perceived risk and brand trust on users' ordering frequency. Data collected from 522 users were analyzed using the partial least squares structural equation modeling method.FindingsThe outcomes showed the effectiveness of brand communications as the strongest indicator of brand transparency. Moreover, brand transparency favorably influences users' brand trust and ordering intention and negatively influences perceived risk. Hygiene rating attenuates the adverse effects of perceived risk.Originality/valueThe current study is a pioneering attempt that offers ways for online food delivery providers to build brand transparency, lessen users' risk perceptions and foster greater use of apps in the post-pandemic scenario.
{"title":"The impact of brand transparency of food delivery apps in interactive brand communication","authors":"Prasanta Kr. Chopdar, J. Paul","doi":"10.1108/jrim-12-2022-0368","DOIUrl":"https://doi.org/10.1108/jrim-12-2022-0368","url":null,"abstract":"PurposeFrom the signaling theory perspective, the current study explores various drivers of brand transparency and its effect on users' interactions with food delivery apps.Design/methodology/approachFirst, a set of precursors of brand transparency of food delivery apps from focus group discussions was identified. Next, an integrated model tests the impact of brand transparency, perceived risk and brand trust on users' ordering frequency. Data collected from 522 users were analyzed using the partial least squares structural equation modeling method.FindingsThe outcomes showed the effectiveness of brand communications as the strongest indicator of brand transparency. Moreover, brand transparency favorably influences users' brand trust and ordering intention and negatively influences perceived risk. Hygiene rating attenuates the adverse effects of perceived risk.Originality/valueThe current study is a pioneering attempt that offers ways for online food delivery providers to build brand transparency, lessen users' risk perceptions and foster greater use of apps in the post-pandemic scenario.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"121 5","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41296173","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}
Pub Date : 2023-04-24DOI: 10.1108/jrim-09-2022-0286
Yajun Zhang, Zhuoyan Shao, Jin Zhang, Banggang Wu, Liying Zhou
PurposeFacilitated by image retouch tools, social media influencers can digitally enhance their self-image in product recommendation posts. This paper proposes that image enhancement may serve as a cue for the audience to assess the authenticity of the influencer (“true to oneself”), which further affects the influencer's product recommendation effectiveness (i.e. attitudes toward the post and recommended product).Design/methodology/approachExperiment 1 examines the effect of image enhancement on consumers' perceived influencer authenticity and product recommendation effectiveness. Experiment 2 considers the moderating role of post type, examining the effects in informational versus storytelling posts.FindingsConsumers perceived an influencer to be more authentic when the image is not enhanced; in turn, consumers reported more favorable attitudes toward the post and the recommended product upon reading the post. The effects are moderated by post type: the effect of image enhancement (through perceived influencer authenticity) exists in posts using an informational message format but is attenuated for those using a storytelling message format.Originality/valueThis research enriches the literature on authenticity cues by documenting a novel visual cue and contributes to influencer marketing by identifying a nuanced interactive effect between image enhancement and post type on recommendation effectiveness.
{"title":"The effect of image enhancement on influencer's product recommendation effectiveness: the roles of perceived influencer authenticity and post type","authors":"Yajun Zhang, Zhuoyan Shao, Jin Zhang, Banggang Wu, Liying Zhou","doi":"10.1108/jrim-09-2022-0286","DOIUrl":"https://doi.org/10.1108/jrim-09-2022-0286","url":null,"abstract":"PurposeFacilitated by image retouch tools, social media influencers can digitally enhance their self-image in product recommendation posts. This paper proposes that image enhancement may serve as a cue for the audience to assess the authenticity of the influencer (“true to oneself”), which further affects the influencer's product recommendation effectiveness (i.e. attitudes toward the post and recommended product).Design/methodology/approachExperiment 1 examines the effect of image enhancement on consumers' perceived influencer authenticity and product recommendation effectiveness. Experiment 2 considers the moderating role of post type, examining the effects in informational versus storytelling posts.FindingsConsumers perceived an influencer to be more authentic when the image is not enhanced; in turn, consumers reported more favorable attitudes toward the post and the recommended product upon reading the post. The effects are moderated by post type: the effect of image enhancement (through perceived influencer authenticity) exists in posts using an informational message format but is attenuated for those using a storytelling message format.Originality/valueThis research enriches the literature on authenticity cues by documenting a novel visual cue and contributes to influencer marketing by identifying a nuanced interactive effect between image enhancement and post type on recommendation effectiveness.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46706486","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}
Pub Date : 2023-04-17DOI: 10.1108/jrim-08-2022-0253
Jungmin Yoo, Jung-Hwan Kim, Minjeong Kim, M. Park
PurposeThe purpose of this study is to investigate the effects of visual and verbal information presentations on mental imagery, perceived informativeness and purchase intention. The study assesses two types of product-related information: (1) visual information: static product images and augmented reality (AR) and (2) verbal information: abstract and concrete product reviews.Design/methodology/approachA total of 320 mobile consumers participated in the experiment. To increase external validity, this study was conducted in an existing digital shopping environment.FindingsThe results suggest that AR has a greater effect on consumers' shopping outcomes than static images. The findings further reveal that concrete product reviews are important in increasing mental imagery, perceived informativeness and purchase intention when visual information does not provide an AR function.Originality/valueThis study contributes to the current literature by providing empirical support for AR effects and concrete reviews on consumer responses. The results further provide an important perspective for retailers seeking ways to develop effective information presentations in digital retailing.
{"title":"Imagery evoking visual and verbal information presentations in mobile commerce: the roles of augmented reality and product review","authors":"Jungmin Yoo, Jung-Hwan Kim, Minjeong Kim, M. Park","doi":"10.1108/jrim-08-2022-0253","DOIUrl":"https://doi.org/10.1108/jrim-08-2022-0253","url":null,"abstract":"PurposeThe purpose of this study is to investigate the effects of visual and verbal information presentations on mental imagery, perceived informativeness and purchase intention. The study assesses two types of product-related information: (1) visual information: static product images and augmented reality (AR) and (2) verbal information: abstract and concrete product reviews.Design/methodology/approachA total of 320 mobile consumers participated in the experiment. To increase external validity, this study was conducted in an existing digital shopping environment.FindingsThe results suggest that AR has a greater effect on consumers' shopping outcomes than static images. The findings further reveal that concrete product reviews are important in increasing mental imagery, perceived informativeness and purchase intention when visual information does not provide an AR function.Originality/valueThis study contributes to the current literature by providing empirical support for AR effects and concrete reviews on consumer responses. The results further provide an important perspective for retailers seeking ways to develop effective information presentations in digital retailing.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44077175","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}
Pub Date : 2023-04-04DOI: 10.1108/jrim-09-2022-0302
Rodoula H. Tsiotsou, L. Hatzithomas, Martin Wetzels
PurposeThis research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market.Design/methodology/approachTo accomplish this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, a total of 138 participants visited a website with the targeted display ad and responded to an online questionnaire.FindingsOverall, the results of two studies show that the relationship between CR and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge and understanding of interactive marketing communications such as display advertising.Originality/valueThe study is a novel attempt within the well-established realm of interactive marketing and, specifically, of digital advertising to examine the persuasive effects of display ad features such as the context, appeal and exposure on display ad effectiveness, considering consumers' predispositions such as resistance to change.
{"title":"Display advertising: the role of context and advertising appeals from a resistance perspective","authors":"Rodoula H. Tsiotsou, L. Hatzithomas, Martin Wetzels","doi":"10.1108/jrim-09-2022-0302","DOIUrl":"https://doi.org/10.1108/jrim-09-2022-0302","url":null,"abstract":"PurposeThis research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market.Design/methodology/approachTo accomplish this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, a total of 138 participants visited a website with the targeted display ad and responded to an online questionnaire.FindingsOverall, the results of two studies show that the relationship between CR and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge and understanding of interactive marketing communications such as display advertising.Originality/valueThe study is a novel attempt within the well-established realm of interactive marketing and, specifically, of digital advertising to examine the persuasive effects of display ad features such as the context, appeal and exposure on display ad effectiveness, considering consumers' predispositions such as resistance to change.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43072934","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}
Pub Date : 2023-03-29DOI: 10.1108/jrim-07-2022-0213
Tseng-Lung Huang, H. Chung
PurposeDrawing on embodied cognition theory, this study examined the impact of midair, gesture-based somatosensory augmented reality (AR) experience on consumer delight and stickiness intention. The mediating effects of three psychological states for body schema (i.e. natural symbol sets, vivid memory and human touch) on the relationships between somatosensory AR and consumer delight/stickiness intention are determined. By filling gaps in the research, we hope to provide guidance on how to drive delightful somatosensory AR marketing.Design/methodology/approachTwo experiments were conducted (Study 1 and Study 2) to test the research model and hypotheses. These experiments compared the effects of the “presence” (midair, gesture-based) and “absence” (mouse-based traditional website) conditions in somatosensory AR on consumer body schema and the creation of a delightful virtual shopping experience (i.e. consumer delight and stickiness intention).FindingsThe consumer delight and stickiness intention created in the presence condition was much higher than those in the absence condition. Consumers appeared to prefer engaging in a midair gesture-based somatosensory AR experience and exploring an augmented metaverse reality to interacting with a mouse-based traditional website. We also found that giving online consumers more somatosensory activities and kinesthetic experiences effectively inspired three psychological states of body schema in online consumers.Originality/valueThe results contribute to the AR experience and somatosensory marketing literature by revealing the role of natural symbol sets, vivid memory and the sense of human touch. This research breaks through the long-developed research paradigm on consumer delight, which has been limited to traditional entities and web contexts. We also extend embodied cognition theory to the study of somatosensory AR marketing.
{"title":"Impact of delightful somatosensory augmented reality experience on online consumer stickiness intention","authors":"Tseng-Lung Huang, H. Chung","doi":"10.1108/jrim-07-2022-0213","DOIUrl":"https://doi.org/10.1108/jrim-07-2022-0213","url":null,"abstract":"PurposeDrawing on embodied cognition theory, this study examined the impact of midair, gesture-based somatosensory augmented reality (AR) experience on consumer delight and stickiness intention. The mediating effects of three psychological states for body schema (i.e. natural symbol sets, vivid memory and human touch) on the relationships between somatosensory AR and consumer delight/stickiness intention are determined. By filling gaps in the research, we hope to provide guidance on how to drive delightful somatosensory AR marketing.Design/methodology/approachTwo experiments were conducted (Study 1 and Study 2) to test the research model and hypotheses. These experiments compared the effects of the “presence” (midair, gesture-based) and “absence” (mouse-based traditional website) conditions in somatosensory AR on consumer body schema and the creation of a delightful virtual shopping experience (i.e. consumer delight and stickiness intention).FindingsThe consumer delight and stickiness intention created in the presence condition was much higher than those in the absence condition. Consumers appeared to prefer engaging in a midair gesture-based somatosensory AR experience and exploring an augmented metaverse reality to interacting with a mouse-based traditional website. We also found that giving online consumers more somatosensory activities and kinesthetic experiences effectively inspired three psychological states of body schema in online consumers.Originality/valueThe results contribute to the AR experience and somatosensory marketing literature by revealing the role of natural symbol sets, vivid memory and the sense of human touch. This research breaks through the long-developed research paradigm on consumer delight, which has been limited to traditional entities and web contexts. We also extend embodied cognition theory to the study of somatosensory AR marketing.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-03-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45508266","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}
Pub Date : 2023-03-21DOI: 10.1108/jrim-09-2022-0268
M. T. tom Dieck, Eleanor E. Cranmer, Alexandre Luis Prim, D. Bamford
PurposeAugmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR shopping satisfaction, comparing high- and low-immersive AR experiences.Design/methodology/approachThis paper uses a quantitative approach. Two studies were carried out: a high-immersive AR experiment with 173 participants and a low-immersive AR experience with 222 participants. Findings were analyzed using partial least square structural equation modeling with SmartPLS.FindingsResults indicate the antecedents of immersion and presence differ when it comes to different immersive AR levels. In a high-immersive AR experience, flow, information seeking and novelty are attributes related to immersion, while enjoyment and personalization are related to presence. Contrastingly, in a low-immersive AR experience, only flow is related to immersion, while information seeking, novelty and personalization are related to presence. These results highlight the role of immersion and presence as mediators for AR shopping satisfaction experience.Originality/valueThis study's originality lies in the use of a rival model for analysis. Findings suggest a contingent perspective of AR experience, depending on high- or low-immersion experience, so companies must pay attention for how to measure AR experiences to increase involvement and satisfaction.
{"title":"The effects of augmented reality shopping experiences: immersion, presence and satisfaction","authors":"M. T. tom Dieck, Eleanor E. Cranmer, Alexandre Luis Prim, D. Bamford","doi":"10.1108/jrim-09-2022-0268","DOIUrl":"https://doi.org/10.1108/jrim-09-2022-0268","url":null,"abstract":"PurposeAugmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR shopping satisfaction, comparing high- and low-immersive AR experiences.Design/methodology/approachThis paper uses a quantitative approach. Two studies were carried out: a high-immersive AR experiment with 173 participants and a low-immersive AR experience with 222 participants. Findings were analyzed using partial least square structural equation modeling with SmartPLS.FindingsResults indicate the antecedents of immersion and presence differ when it comes to different immersive AR levels. In a high-immersive AR experience, flow, information seeking and novelty are attributes related to immersion, while enjoyment and personalization are related to presence. Contrastingly, in a low-immersive AR experience, only flow is related to immersion, while information seeking, novelty and personalization are related to presence. These results highlight the role of immersion and presence as mediators for AR shopping satisfaction experience.Originality/valueThis study's originality lies in the use of a rival model for analysis. Findings suggest a contingent perspective of AR experience, depending on high- or low-immersion experience, so companies must pay attention for how to measure AR experiences to increase involvement and satisfaction.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44840291","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}
Pub Date : 2023-03-18DOI: 10.1108/jrim-05-2022-0153
S. Tong, F. Chan
PurposeWith the growing popularity of digital engagement, this study explores the interrelationships among digital engagement, interactivity and engagement strategies from the perspective of practitioners.Design/methodology/approachIndividual in-depth interviews were conducted with 27 practitioners who have been involved in marketing communication activities in Hong Kong.FindingsIt was found that practitioners interpreted digital engagement mainly from the cognitive and behavioral dimensions and organizations engaged with their target audiences with either transactional or transitional communications. Functional interactivity and medium interactivity were perceived as the basis of digital engagement.Originality/valueThis qualitative analysis enriches the extant literature in marketing and public relations by delineating the relationships between interactivity and the use of different levels of digital engagement strategies, as well as guiding practitioners in setting effective digital engagement strategies.
{"title":"Strategies to drive interactivity and digital engagement: a practitioners' perspective","authors":"S. Tong, F. Chan","doi":"10.1108/jrim-05-2022-0153","DOIUrl":"https://doi.org/10.1108/jrim-05-2022-0153","url":null,"abstract":"PurposeWith the growing popularity of digital engagement, this study explores the interrelationships among digital engagement, interactivity and engagement strategies from the perspective of practitioners.Design/methodology/approachIndividual in-depth interviews were conducted with 27 practitioners who have been involved in marketing communication activities in Hong Kong.FindingsIt was found that practitioners interpreted digital engagement mainly from the cognitive and behavioral dimensions and organizations engaged with their target audiences with either transactional or transitional communications. Functional interactivity and medium interactivity were perceived as the basis of digital engagement.Originality/valueThis qualitative analysis enriches the extant literature in marketing and public relations by delineating the relationships between interactivity and the use of different levels of digital engagement strategies, as well as guiding practitioners in setting effective digital engagement strategies.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41657780","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}
Pub Date : 2023-03-14DOI: 10.1108/jrim-10-2022-0328
Jennifer Huh, Hye-young Kim, Garim Lee
PurposeThis study examines how the locus of agency of brands' artificial intelligence (AI)–powered voice assistants (VAs) could lead to brand loyalty through perceived control, flow and consumer happiness under the moderating influences of brand image and voice congruity.Design/methodology/approachThis study conducted a 2 (locus of agency: high vs. low) by 2 (brand image-voice congruity: congruent vs. incongruent) between-subjects experimental design. MANOVA, ANOVA and structural equation modeling (SEM) were conducted to test the hypothesized model.FindingsANOVA results revealed that human-centric (vs. machine-centric) agency led to higher perceived control. The interaction effect was significant, indicating the importance of congruency between brand image and VAs' voices. SEM results confirmed that perceived control predicted brand loyalty fully mediated by flow experience and consumer happiness.Originality/valueThis study provides evidence that the positive technology paradigm could carve out a new path in existing literature on AI-powered devices by showing the potential of a smart device as a tool for improving consumer–brand relationships and enriching consumers' well-being.
{"title":"“Oh, happy day!” Examining the role of AI-powered voice assistants as a positive technology in the formation of brand loyalty","authors":"Jennifer Huh, Hye-young Kim, Garim Lee","doi":"10.1108/jrim-10-2022-0328","DOIUrl":"https://doi.org/10.1108/jrim-10-2022-0328","url":null,"abstract":"PurposeThis study examines how the locus of agency of brands' artificial intelligence (AI)–powered voice assistants (VAs) could lead to brand loyalty through perceived control, flow and consumer happiness under the moderating influences of brand image and voice congruity.Design/methodology/approachThis study conducted a 2 (locus of agency: high vs. low) by 2 (brand image-voice congruity: congruent vs. incongruent) between-subjects experimental design. MANOVA, ANOVA and structural equation modeling (SEM) were conducted to test the hypothesized model.FindingsANOVA results revealed that human-centric (vs. machine-centric) agency led to higher perceived control. The interaction effect was significant, indicating the importance of congruency between brand image and VAs' voices. SEM results confirmed that perceived control predicted brand loyalty fully mediated by flow experience and consumer happiness.Originality/valueThis study provides evidence that the positive technology paradigm could carve out a new path in existing literature on AI-powered devices by showing the potential of a smart device as a tool for improving consumer–brand relationships and enriching consumers' well-being.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":8.2,"publicationDate":"2023-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44219647","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}
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