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Keywords: Digital engagement
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (3): 485–505.
Published: 06 July 2023
...Xiaodan Zhang; Zhanbo Zhao; Kui Wang Purpose This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms involved, as well as the interactive role of advertisements embedded in short...
Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (6): 901–920.
Published: 20 March 2023
...Suk Chong Tong; Fanny Fong Yee Chan Purpose With the growing popularity of digital engagement, this study explores the interrelationships among digital engagement, interactivity and engagement strategies from the perspective of practitioners. Design/methodology/approach Individual in-depth...
Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (4): 607–622.
Published: 06 July 2021
...Kesha K. Coker; Richard L. Flight; Dominic M. Baima Purpose Digital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine...
