...Xiaojun Fan; Huiyao Li; Xinyu Jiang Purpose Interactivity is the key to developing digital branding. However, existing research on brand interactivity outcomes is inconsistent and fragmented, lacking a systematic empirical exploration of its effects on consumer responses in the digital context...

...Tariq Samarah; Pelin Bayram; Hasan Yousef Aljuhmani; Hamzah Elrehail Purpose This study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand...