Journal of Research in Interactive Marketing: Volume 18 Issue 1

Guest editorial: Artificial intelligence application and future research directions in interactive marketing

Andy Hao, Hongfei Liu

Impact of delightful somatosensory augmented reality experience on online consumer stickiness intention

Tseng-Lung Huang, Henry F.L. Chung

Drawing on embodied cognition theory, this study examined the impact of midair, gesture-based somatosensory augmented reality (AR) experience on consumer delight and stickiness…

Corporate digital responsibility (CDR) in the age of AI: implications for interactive marketing

Werner H. Kunz, Jochen Wirtz

Despite all the recent achievements in the field of interactive marketing and artificial intelligence (AI), it is important to consider the ethical implications of these…

The relationship between AI stimuli and customer stickiness, and the roles of social presence and customer traits

Gang Li, Zhihuang Zhao, Lan Li, Yuanbo Li, Mengjiao Zhu, Yongxin Jiao

This study investigates the influence of artificial intelligence (AI) stimuli on customer stickiness (CS), the mediation effects of social presence (SP) and the moderating impacts…

Artificial intelligence in interactive marketing: a conceptual framework and research agenda

James W. Peltier, Andrew J. Dahl, John A. Schibrowsky

Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers…

Let virtual creatures stay virtual: tactics to increase trust in virtual influencers

Ying Qu, Eunsoo Baek

Advances in technology and the popularity of social media influencers have sparked a rise of “virtual influencers (VIs).” This study examines consumer attitudes toward VIs in…

Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations

Eric L. Swan, James W. Peltier, Andrew J. Dahl

Digital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare…

The role of cuteness on consumer attachment to artificial intelligence agents

Alexis Yim, Annie Peng Cui, Michael Walsh

This paper identifies the effects of different dimensions of the cuteness (i.e. baby schema cuteness and whimsical cuteness) of artificial intelligence (AI) agents on attachment…

Richness and dynamics: how to improve virtual reality tourism adoption with virtual social clues

Jiaji Zhu, Yushi Jiang, Yedi Wang, Qiang Yang, Wei Li

Tourism via virtual reality (VR) technology has become an interesting option for consumers to “travel.” The best approaches to optimizing the VR tourism environment, improving the…