Earlycite

Research Article June 9 2026
Human or artificial? How AI review labeling shapes trust and consumer interaction in food delivery platforms
Zhenbang Zhong; Hong-Youl Ha
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-11-2025-0738
View articletitled, Human or artificial? How AI review labeling shapes trust and consumer interaction in food delivery platforms
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Research Article June 8 2026
The impact of virtual corporate social responsibility co-creation on consumers’ willingness to participate
Suping Huang; Huijun Zhang; Tianjing Hou; Shanzi Ma
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-05-2025-0284
View articletitled, The impact of virtual corporate social responsibility co-creation on consumers’ willingness to participate
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Research Article June 2 2026
Identity awakening in digital marketing: how facial recognition interactions foster green consumption behavior
Yu Jia; Xiaotong Liu; Jing Huang; Zhiwen Fan; Xiangyu Wang
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-12-2025-0742
View articletitled, Identity awakening in digital marketing: how facial recognition interactions foster green consumption behavior
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Research Article June 1 2026
The interplay between AI’s autonomy level and anthropomorphic relationship on consumers’ evaluations of AI products: the mediating role of self-AI integration
Ruping Liu; Jie Mei; Xingchen Zhu; Hao Zhang
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-08-2025-0468
View articletitled, The interplay between AI’s autonomy level and anthropomorphic relationship on consumers’ evaluations of AI products: the mediating role of self-AI integration
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Research Article May 27 2026
Enhance ecological validity of scenario-based experiments on human–AI collaboration: evidence from an interactive LLM-based research tool
Grzegorz Leszczyński; Piotr Gaczek; Amira Mouakher
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-09-2025-0531
View articletitled, Enhance ecological validity of scenario-based experiments on human–AI collaboration: evidence from an interactive LLM-based research tool
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Research Article May 25 2026
Catwalks and sales: fashion shows in live streaming
Yuhan Sun; Jichang Zhao
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-12-2025-0776
View articletitled, Catwalks and sales: fashion shows in live streaming
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Research Article May 22 2026
Deciphering explaining mechanisms in Metaverse research: a systematic review and theoretical framework for business innovation
Darlin Apasrawirote; Kritcha Yawised
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-10-2025-0603
View articletitled, Deciphering explaining mechanisms in Metaverse research: a systematic review and theoretical framework for business innovation
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Research Article May 21 2026
Webrooming and showrooming behaviors: the role of regulatory focus and sensory preferences in omnichannel consumer journeys
Ram Mohan Dhara; Jagrook Dawra; Bikramjit Rishi
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-12-2024-0588
View articletitled, Webrooming and showrooming behaviors: the role of regulatory focus and sensory preferences in omnichannel consumer journeys
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Research Article May 18 2026
The impact of phygital interaction on social connection and consumer response: the role of robot role and representational consistency
Yiming Qian; Xinyue Kang; Pei-Luen Patrick Rau; Xiaoang Wan
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-01-2026-0028
View articletitled, The impact of phygital interaction on social connection and consumer response: the role of robot role and representational consistency
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Research Article May 14 2026
Resurrection or deviation? How historical figure avatars shape tourist evaluations through constructive authenticity
Xiaoxuan Guo; Yufan Jian; Yuan He; Zhimin Zhou
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-09-2025-0565
View articletitled, Resurrection or deviation? How historical figure avatars shape tourist evaluations through constructive authenticity
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Research Article May 14 2026
Unlocking the potential of virtual influencers: insights into endorsement effectiveness for experience and search products
Yongyue Bie; Yijia Yao; Mengya Yang; Chenyang Feng; Yushi Jiang
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-07-2025-0378
View articletitled, Unlocking the potential of virtual influencers: insights into endorsement effectiveness for experience and search products
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Research Article April 28 2026
Understanding third-agers: value-based mechanisms of online review engagement
Limor Sahar-Inbar; Ofrit Kol
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-02-2025-0101
View articletitled, Understanding third-agers: value-based mechanisms of online review engagement
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Research Article April 20 2026
When reviews tell the truth: the power of verified purchase ratings
Dongyeon Kim; Kyuhong Park
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-07-2025-0437
View articletitled, When reviews tell the truth: the power of verified purchase ratings
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Research Article April 20 2026
What goes around comes around: fundraiser's backing history drives reward-based crowdfunding
Yiqing Yu; Jiamin Zhou; Zichuan Mo
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-10-2025-0602
View articletitled, What goes around comes around: fundraiser's backing history drives reward-based crowdfunding
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Research Article April 14 2026
As if human or as if machine? Examining dimensional trade-offs of machine heuristics in human-virtual influencer collaborations
Fanjue Liu
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-10-2025-0599
View articletitled, As if human or as if machine? Examining dimensional trade-offs of machine heuristics in human-virtual influencer collaborations
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Research Article April 7 2026
Polite or direct? How task type and user AI literacy shape appropriate communication strategies for AI collaborators
Su Xu; Dewen Liu
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-10-2025-0624
View articletitled, Polite or direct? How task type and user AI literacy shape appropriate communication strategies for AI collaborators
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Conceptual Paper April 3 2026
Bullying an AI? Misbehavior toward an AI moral patient in interactive marketing
Mingxia Zhu; Matthew Tingchi Liu; Fang-Yi Lo; Voon-Hsien Lee
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-07-2025-0408
View articletitled, Bullying an AI? Misbehavior toward an AI moral patient in interactive marketing
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Research Article March 26 2026
Interactive personalization and consumer adoption of generative AI word-of-mouth: an emotional arousal perspective
Jiaxin Ma; Haifan Huang; Depeng Zhang; Zhongxiang Li
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-06-2025-0341
View articletitled, Interactive personalization and consumer adoption of generative AI word-of-mouth: an emotional arousal perspective
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Research Article March 23 2026
Duty or empathy? How egoistic and altruistic routes mediate the impact of interactive storytelling on prosocial consumption intention
Hendy Mustiko Aji
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-06-2025-0361
View articletitled, Duty or empathy? How egoistic and altruistic routes mediate the impact of interactive storytelling on prosocial consumption intention
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Research Article March 18 2026
Weathering the digital shift: how interaction spaces and weather conditions shape mobile app engagement
Yiling Li; Jeonghye Choi; Jeeyeon Kim
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-04-2025-0234
View articletitled, Weathering the digital shift: how interaction spaces and weather conditions shape mobile app engagement
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Research Article March 16 2026
Do clothes speak louder than words? Verbal and non-verbal communication cues in avatar–consumer interaction
Meilian Liu; Ming Zhao; Xin Mao; Manjiao Zhang
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-07-2025-0376
View articletitled, Do clothes speak louder than words? Verbal and non-verbal communication cues in avatar–consumer interaction
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Research Article March 13 2026
Visual search transforms the customer journey: elevating search enjoyment, product valuation, and consumption evaluation
Heejin Kim; Mijin Kwon; Song Oh Yoon
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-04-2025-0193
View articletitled, Visual search transforms the customer journey: elevating search enjoyment, product valuation, and consumption evaluation
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Research Article March 11 2026
Wearer dependency meets presentation mode: how model-worn versus product-only images affect liking through information diagnosticity and mental simulation
Seoeui Hong; Sunju Park; Byung Kyu Kim
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-11-2024-0561
View articletitled, Wearer dependency meets presentation mode: how model-worn versus product-only images affect liking through information diagnosticity and mental simulation
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Research Article March 6 2026
How does digital customer orientation drive digital transformation? Scale development and mechanism testing
Shuang Zhang; Jiaxun He; Jiaye Ge
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-07-2025-0406
View articletitled, How does digital customer orientation drive digital transformation? Scale development and mechanism testing
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Research Article March 4 2026
Role of artificial intelligence on consumer buying behavior: the dual effects of AI-enabled features on decision-making and trust
Rishika Bhojwani; Justin Paul; Rajesh Srivastava
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-11-2025-0702
View articletitled, Role of artificial intelligence on consumer buying behavior: the dual effects of AI-enabled features on decision-making and trust
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Research Article February 23 2026
Chatbots as brand agents: how brand concepts shape consumer engagement
Yuanyuan Cai; Haiyang Huang; Zeyu Yue; Mengmeng Wang
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-05-2025-0280
View articletitled, Chatbots as brand agents: how brand concepts shape consumer engagement
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Research Article February 20 2026
From channels to conversations: leveraging integrated customer data for interactive marketing in fashion retail
Kihwan Nam; Kanghyun Cho
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-08-2025-0477
View articletitled, From channels to conversations: leveraging integrated customer data for interactive marketing in fashion retail
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Research Article February 13 2026
The role of immersion and digital personas in building customer loyalty in metaverse retailing
Cheng Ma; Jiyao Xun; Zi Ye; Yi Hong
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-09-2025-0544
View articletitled, The role of immersion and digital personas in building customer loyalty in metaverse retailing
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Research Article February 12 2026
Balancing privacy and prestige: exploring trust and technological adoption in the digital era
Emílio José Montero Arruda Filho; Marcelo Pamplona Carneiro; Thiago Poleto
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-08-2025-0455
View articletitled, Balancing privacy and prestige: exploring trust and technological adoption in the digital era
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Research Article February 5 2026
Socially engaged or informationally overwhelmed? Effect of bullet-screen comment quantity on video-liking
Mingyue Zhang; Lei He; Haipeng (Allan) Chen
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-04-2025-0174
View articletitled, Socially engaged or informationally overwhelmed? Effect of bullet-screen comment quantity on video-liking
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Research Article February 5 2026
When closer feels cheaper: how AR undermines luxury perceptions compared to 3D visualization
Liya Zhu; Jiangang Du; Yu Zhang
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-01-2025-0042
View articletitled, When closer feels cheaper: how AR undermines luxury perceptions compared to 3D visualization
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Literature Review February 3 2026
Harnessing artificial intelligence (AI) for interactive branding
Maria DSouza Deryl; Sanjeev Verma; Vartika Srivastava; Justin Paul
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-02-2025-0076
View articletitled, Harnessing artificial intelligence (AI) for interactive branding
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Research Article January 27 2026
When information fits the experience: a dual-congruity perspective on real-world intentions toward virtual brand events
Umut Kubat Dokumacı
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-08-2025-0506
View articletitled, When information fits the experience: a dual-congruity perspective on real-world intentions toward virtual brand events
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Research Article January 21 2026
Augmented influence: how AR-enabled social proof and anticipated pride drive sustainable fashion consumption
Minghao Li; Hongfeng Han; Yixuan Wu
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-09-2025-0562
View articletitled, Augmented influence: how AR-enabled social proof and anticipated pride drive sustainable fashion consumption
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Research Article January 20 2026
I’m learning and improving! The impact of chatbot learning evidence on customer tolerance of chatbot service failure
Wengang Liu; Xindi Qiu; Ke Ma; Zihan Jiang
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-06-2025-0311
View articletitled, I’m learning and improving! The impact of chatbot learning evidence on customer tolerance of chatbot service failure
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Research Article January 16 2026
Unveiling a channel determinant of new product adoption: how perceived social presence mediates the effectiveness of social commerce over traditional e-commerce
Xiaoxiao Niu; Yi Peng
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-07-2025-0367
View articletitled, Unveiling a channel determinant of new product adoption: how perceived social presence mediates the effectiveness of social commerce over traditional e-commerce
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Research Article January 16 2026
Design matters! The impact of design affordance of conversational virtual shopping assistants on consumers' recommendation adoption
Xiqing Han; Sihong Li; Huawei Liu; Hui Li; Min Zhang
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-05-2025-0276
View articletitled, Design matters! The impact of design affordance of conversational virtual shopping assistants on consumers' recommendation adoption
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Research Article January 15 2026
Why do you dislike AI algorithmic decision-making? Perspectives from interaction frameworks and emotion theories
Qixuan Liu; Yueqi Dong; Dong Luo; Xiaoyi Zhang
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-08-2025-0494
View articletitled, Why do you dislike AI algorithmic decision-making? Perspectives from interaction frameworks and emotion theories
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Research Article January 13 2026
Determinants of chatbot continuance intention in airlines: theory and evidence
Aashish Mehra; Justin Paul; Sneha Rajput; Govind Soni; Serhat Ata
Journal of Research in Interactive Marketing (2026) https://doi.org/10.1108/JRIM-07-2025-0386
View articletitled, Determinants of chatbot continuance intention in airlines: theory and evidence
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Research Article December 22 2025
Keeping it fresh: what attributes of AI recommender systems do consumers value?
Minjung Cho; Charles R. Taylor
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-06-2025-0312
View articletitled, Keeping it fresh: what attributes of AI recommender systems do consumers value?
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Research Article December 18 2025
Metahuman social media influencers and the endorsement of cultural city brands
Ali Selcuk Can; Ammar Javed; Yuksel Ekinci
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-07-2025-0409
View articletitled, Metahuman social media influencers and the endorsement of cultural city brands
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Research Article December 18 2025
Doing bad when facing AI: the influence of interactions with AI or human agents on unethical consumer behaviour
Yimin Zhu; Jiaming Liang; Jiemin Zhang
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-06-2024-0314
View articletitled, Doing bad when facing AI: the influence of interactions with AI or human agents on unethical consumer behaviour
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Research Article December 16 2025
Consumer responses to privacy invasion: the role of regulatory environments and social expectations
Matt Hettche; Janina M. Schaumann; Dae-Hee Kim; Philipp Riehm; Michael J. Clayton
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-09-2024-0443
View articletitled, Consumer responses to privacy invasion: the role of regulatory environments and social expectations
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Research Article December 4 2025
The impact of mitigating brand hate and the likelihood of relationship termination intentions: the role of apologies
Yunzhe Li; Hong-Youl Ha
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-03-2025-0137
View articletitled, The impact of mitigating brand hate and the likelihood of relationship termination intentions: the role of apologies
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Research Article November 28 2025
The influence of green brand “wordsmithing” on consumers' positive emotions: a mixed analysis before and after public health emergencies
Xixiang Sun; Jianguo Wang; Rui Guo; Wei Zhang
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-02-2025-0079
View articletitled, The influence of green brand “wordsmithing” on consumers' positive emotions: a mixed analysis before and after public health emergencies
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Research Article November 25 2025
Make them curious, make them play: improving customer response to cart recovery emails
Richa Agrawal; Hrushikesh More; Dirk Totzek
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-04-2025-0196
View articletitled, Make them curious, make them play: improving customer response to cart recovery emails
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Research Article November 21 2025
Designing cute AI streamers: a multi-modal approach to shape AI-powered streamer effectiveness in livestreaming commerce
Crystal T. Lee
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-05-2025-0242
View articletitled, Designing cute AI streamers: a multi-modal approach to shape AI-powered streamer effectiveness in livestreaming commerce
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Research Article November 18 2025
Interactive signaling grouping strategies and long-tail effects in E-commerce platform contexts
Xiaosong Dong; Xinyi Li; Xing Zhao
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-01-2024-0045
View articletitled, Interactive signaling grouping strategies and long-tail effects in E-commerce platform contexts
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Research Article November 10 2025
When colors betray flavors: how external cues interactively shift novel products from search challenges to preferred choices
Xiyu Guo; Chunchun Chen; Yuxin Zhao; Jingyi Jiang; Hongli Li; Jianping Huang
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-04-2025-0181
View articletitled, When colors betray flavors: how external cues interactively shift novel products from search challenges to preferred choices
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Research Article November 6 2025
Too much of a good thing: nonlinear effect of streamers’ language arousal on viewer engagement in live streaming
Lijuan Luo; Meiling Xu; Fei Wan; Feiteng Long
Journal of Research in Interactive Marketing (2025) https://doi.org/10.1108/JRIM-04-2025-0183
View articletitled, Too much of a good thing: nonlinear effect of streamers’ language arousal on viewer engagement in live streaming
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