Keywords: Attachment theory
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Journal Articles

Revealing consumers’ hedonic buying in social media: the roles of social status recognition, perceived value, immersive engagement and gamified incentives

Zhucheng Shao
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2025) 19 (5): 787–802.
https://doi.org/10.1108/JRIM-12-2023-0452
Published: 12 November 2024
... This study reveals that social status recognition, immersive enjoyment, gamified incentives, attachment to influencers and endorsements are critical antecedents that drive hedonic buying. Originality/value In knowledge, this study concurrently adopts the perceived value theory and attachment theory...
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Includes: Supplementary data
Journal Articles

How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment

Zhucheng Shao
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2024) 18 (3): 506–527.
https://doi.org/10.1108/JRIM-08-2023-0277
Published: 18 December 2023
... that adopts an elaboration likelihood model and attachment theory to ascertain the effects of SMIs, live content marketing and their congruency on impulsive buying (IB). Design/methodology/approach Through collecting cross-sectional data from 608 valid replies, this study adopts an integrated method...
View article titled, How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment
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