Issues

Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities

Zhucheng Shao
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Achieving close psychological distance and experiential value in the MarTech servicescape: a mindfulness-oriented service perspective

Tseng-Lung Huang; Henry F.L. Chung
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Unveiling product imagination and decision comfort through personalized virtual try-on: the moderating role of spatial processing perception

Seeun Kim; Hyejune Park; Rachel Esther Lim
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Mapping content-driven engagement and attitudinal spillover effect of influencer marketing

Imran Anwar Mir; Jari Salo
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The impact of open branding on consumer brand attitudes: the moderating role of power distance belief

Yao Li; Cheng Zhang; Mi Zhou
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Optimizing positive goal framing in advertising: differential consumer responses to new product categories

Yixuan Niu; Baolong Ma
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YouTube influencer marketing through parasocial interaction: a dyadic perspective

Chih-Ping Chen
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The influence and configuration effect of content characteristics on customer input in the context of short video platforms

Jieli Zhang; Chunqing Li
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