Issues

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 Deng
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Early backers' social and geographic influences on the success of crowdfunding

Zecong Ma
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What you see is what you get: assessing in-game advertising effectiveness

Mawra Hussain; Talat Islam; Saif Ur Rehman
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Digital consumer engagement: examining the impact of native advertising exposure in a social network

Kristen L. Sussman; Laura F. Bright; Gary B. Wilcox
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Value co-creation through branded apps: enhancing perceived quality and brand loyalty

Trang Tran; David G. Taylor; Chao Wen
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Strengthening consumer–brand relationships through avatars

Mohamed H. Elsharnouby; Chanaka Jayawardhena; Hongfei Liu; Alaa M. Elbedweihy
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The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory

Keshan (Sara) Wei
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AI-powered touch points in the customer journey: a systematic literature review and research agenda

Ai-Zhong He; Yu Zhang
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