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Journal Articles

Designing cute AI streamers: a multi-modal approach to shape AI-powered streamer effectiveness in livestreaming commerce

Journal of Research in Interactive Marketing 1–17.

https://doi.org/10.1108/JRIM-05-2025-0242

Published: 21 November 2025

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Includes: Supplementary data

Journal Articles

Meme marketing on social media: the role of informational cues of brand memes in shaping consumers' brand relationship

Yung-Cheng Shen, Crystal T. Lee, Wen-Ya Lin

Journal of Research in Interactive Marketing (2024) 18 (4): 588–610.

https://doi.org/10.1108/JRIM-01-2023-0029

Published: 09 November 2023

View article titled, Meme marketing on social media: the role of informational cues of brand memes in shaping consumers' brand relationship

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Journal Articles

Hey Alexa: examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker

Sara H. Hsieh, Crystal T. Lee

Journal of Research in Interactive Marketing (2021) 15 (2): 267–294.

https://doi.org/10.1108/JRIM-11-2019-0179

Published: 06 May 2021

View article titled, Hey Alexa: examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker

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