... vendors to personalize prices based on live cart data, transforming pricing strategies from cost recovery to interactive value delivery. Originality/value Our study is the first to use the PGSA to operationalize interactive pricing. Our approach treats pricing as personalized interactive marketing...

...Tao Xu; Hua-Yu Cai; Yu-Hao Zheng; Xiazhao Chen; Juhua Meng; Lin-Rong Fan; Bo-Ya Wang Purpose Drawing on attribution theory and an interactive marketing perspective, this research examines how homophonic (vs. non-homophonic) store names, conceptualized as a form of offline consumer–message...

...Mayemba Karel Nzita; Marius Wait Purpose This study synthesises and critically interprets the emerging literature on retrieval-augmented generation (RAG) in marketing. It examines how RAG architectures, applications and governance conditions shape interactive marketing, customer engagement, market...

... digital environments. Originality/value This research advances interactive marketing by moving beyond human–AI comparisons to theorize heterogeneity within AI agents, positioning ISA appearance as a central interactive cue and providing a process-based explanation of how AI design shapes consumer...

...Chu-Yen Pai; Luke Liska; Debbie Laverie; Zhihao Yu Purpose This research examines how animal-based haptic imagery, the mental simulation of tactile contact with animals used in product production, functions as an interactive marketing tool in digital environments. Drawing on construal level theory...

.../value This research uniquely frames consumer–robot interaction within a phygital interaction framework, advancing AI-enabled interactive marketing research through an integrated human–robot experience lens and providing actionable insights for designing intelligent interaction strategies that convert...

... enjoyment Search modality Affective spillover Consumption evaluation E-commerce Interactive marketing Insung Research Grant of Korea University Business School Funding: This research was supported by the Insung Research Grant and Korea University Business School Grant. Your...

... rights only Branding Interactive marketing Artificial intelligence Consumer-brand relationships Personalisation Review Funding: We confirm that no funding was received for the present study. Interactive marketing is transitioning from transactional interaction...

.... In ambiguous events, the main effect of brand–self congruity on participation intention will be attenuated and may not reach significance. Interactive marketing Metaverse Brand events Schema congruity Self-brand congruity Elaboration likelihood model The metaverse, a network of immersive...

...Kaidong Yu; Yixing Li Purpose This conceptual article develops a dramaturgical framework to explain how immersive experiences in interactive marketing foster deeper consumer engagement. By integrating insights from immersive theatre and consumer psychology, the model links experiential design...

...James W. Peltier; Andrew J. Dahl; Lauren Drury; Tracy Khan; Cheng Wang Purpose It might be surprising to learn that a relatively small percentage of articles have interactive marketing (IM) in the title and/or listed as a designated subject or topic area. This is an important distinction...

...Xiaoying Zheng; Changqi Cui; Changqing Zhang; Dongjin Li Purpose Influencer marketing has become a pivotal strategy in modern interactive marketing, making it essential to understand the comparative effectiveness of human and virtual influencers (VIs) in driving consumer engagement. However...

...Xinyue Hao; Sijo Valayakkad Manikandan; Emrah Demir; Daniel Eyers Purpose This study aims to explore how the integration of visual storytelling and textual elements within edutainment content drives recursive, emotionally grounded consumer engagement in interactive marketing environments...

... to understand how interactivity affects consumer responses in digital contexts. It delves into dynamic shifts moderated by brand characteristics, consumer traits and contextual factors, offering a holistic view of digital branding’s impact on interactive marketing. © Emerald Publishing Limited 2025...

.../implications This study highlights the need to examine robot adoption in interactive marketing, particularly in the service domain. It has implications in the context of commercializing social home robots, emphasizing the potential of leveraging social home robots to enhance interactive consumer experiences...

... trends in deep learning applications, like focuses on language-interaction, interactivity-privacy and human-focus satisfaction. While results show the contribution in foundational works like linguistics, algorithms and interactive marketing, they also raise concerns about the algorithmic bias, privacy...

...Yu Jia; Shuang Gao; Lihua Gao; Jie Gao; Tao Wang Purpose The motivation of value co-creation among the multi-actor in sharing economy was an important topic in interactive marketing communication research. This study investigated how customer gratitude expression leads to value co-creation of PSPs...

... on their attitudes toward live streamers and intentions to give money or gifts to streamers, based on the interactive marketing perspective. This study considers live audiences' gift-giving intentions by integrating the theory of multidimensional social presence, which includes awareness, cognitive social presence...

... of Research in Interactive Marketing on Cutting-Edge Research in Social Media and Interactive Marketing, this review and agenda article has two key goals: (1) to review key SM and interactive marketing research over the past three years and (2) to identify the next wave of high priority challenges...

... of interactive marketing – forms of faking, manipulation and exploitation. Authenticity becomes a key topic in interactive marketing as it reflects how customers assess digital touchpoints. However, there is a lack of comprehensive knowledge of authenticity in the interactive environment. Design/methodology...