Table of contents
How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions
Zhen Huang, Yidan Zhu, Andy Hao, Jia DengThis paper aims to examine the relationship between social presence and consumer purchase intention in the context of livestreaming commerce and test the mediating role of…
Early backers' social and geographic influences on the success of crowdfunding
Zecong MaWhile crowdfunding provides a novel method for entrepreneurs and startups to raise funding from consumers, a high percentage of crowdfunding projects fail to achieve their funding…
What you see is what you get: assessing in-game advertising effectiveness
Mawra Hussain, Talat Islam, Saif Ur RehmanThis study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers' purchase intentions. Specifically, this study aims to explore the…
Digital consumer engagement: examining the impact of native advertising exposure in a social network
Kristen L. Sussman, Laura F. Bright, Gary B. WilcoxThe digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing…
Value co-creation through branded apps: enhancing perceived quality and brand loyalty
Trang Tran, David G. Taylor, Chao WenBranded applications (apps) are increasingly important in marketers' omnichannel strategies. They have not only changed the way customers purchase but also changed the way how…
Strengthening consumer–brand relationships through avatars
Mohamed H. Elsharnouby, Chanaka Jayawardhena, Hongfei Liu, Alaa M. ElbedweihyAvatars have become increasingly prevalent on brand websites, yet their impact on consumers' use of these sites remains underexplored. The current study focuses on avatars, which…
The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory
Keshan (Sara) WeiIn the present world of constant connectivity, the barrage system, as a system of real-time dynamic comments coupled with video content, has become a popular interactive system…
AI-powered touch points in the customer journey: a systematic literature review and research agenda
Ai-Zhong He, Yu ZhangVarious consumer-facing artificial intelligence (AI) applications are used to interact with consumers at all purchase stages, and related research has sharply increased. This…
ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang