... and their responses to the brand, with particular focus on brand attitude and WOM. The study also explores the role of interactivity in brand storytelling and its effects on transportation and user engagement. Design/methodology/approach Four experiments were conducted to sequentially test the proposed hypotheses...

...Sunghee Jun; Jisu Yi Purpose This paper aims to present a mechanism that explains how followers become loyal to social media influencers. It suggests influencer interactivity as a unique feature of influencer brands and investigates how it affects influencer authenticity, emotional attachment...

...Bill Merrilees Purpose The paper aims to address a question posed by Ruth Bolton (2011):“What kinds of interactive experiences lead to favourable customer engagement rates”? Design/methodology/approach Building on the literature, the paper develops different interactive experience pathways...