...Cheng Ma; Jiyao Xun; Zi Ye; Yi Hong Purpose This study draws on relationship marketing theory to explore how immersion and digital personas in metaverse retail drive customer loyalty. It examines the mediating roles of confidence, social and special-treatment benefits and satisfaction, while...

... immersion and sustaining social commerce (SC) users' usage intention, considering the moderating role of autotelic personality. Design/methodology/approach The research utilized purposive sampling of Malaysian SC app users with recent transactions. A dual-source data collection approach, encompassing...

...M. Claudia tom Dieck; Eleanor Cranmer; Alexandre Luis Prim; David Bamford Purpose Augmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR...

...Eunsin Joo; Jing Yang Purpose This study explores how perceived interactivity effects in Livecommerce influences consumers' shopping intentions in live stream commerce. The authors specifically examine the mediating roles of immersion and hedonic/utilitarian gratification, as well...

... in the included studies? Product placement Immersion Advanced technology In-game advertising Interactivity Balasubramanian (1994) defined PP in movies and TV shows as a relationship between a producer and a product sponsor, where paid branded products are placed into the content to influence...