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Keywords: Social media engagement
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Journal Articles
Journal of Research in Interactive Marketing 1–21.
Published: 30 July 2026
..., depending on message framing. Design/methodology/approach Two experimental studies were conducted. Study 1 tested the effect of image type (real human vs. AI-generated) on human likeness, empathy, CSR authenticity, purchase intentions, and social media engagement. Study 2 adopted a 2 (image type: real...
Includes: Supplementary data
Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (2): 307–332.
Published: 12 August 2024
... generate social media engagement, which helps improve consumer responses. Design/methodology/approach Two experimental studies (2 × 2) were conducted, in which two factors were manipulated: the dialogical potential of the message (dialogical versus monological) and message orientation (sustainability...
