... 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...

...) logic, an integrative model is provided that connects the impact of convenience and personalisation strategies (CPSs) on an e-retailer's performance – by offering co-creation opportunities and customer engagement. Design/methodology/approach The survey instrument is validated and the model is tested...