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Journal Articles

How is brand love shaped through virtual event value co-creation and sponsorship? A multi-method approach

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Yang Xiao Fei, Xiu-Ming Loh, Linda A./P. Seduram, Garry Wei-Han Tan
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2026) 20 (2): 161–181.
https://doi.org/10.1108/JRIM-11-2024-0516
Published: 13 May 2025
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Journal Articles

Empowerment to commitment: how live-streaming atmosphere and relational bonds drive impulse consumption?

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Pu Lai, Eugene Cheng-Xi Aw, Garry Wei-Han Tan
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2025) 19 (4): 549–570.
https://doi.org/10.1108/JRIM-03-2024-0131
Published: 20 August 2024
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