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Keywords: Interactivity
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (4): 537–556.
Published: 25 December 2025
...Atik Aprianingsih; Ira Fachira; Margareth Setiawan; Irsa Indriati Pratiwi Purpose This study aims to determine the antecedents of consumer engagement in live-streaming e-commerce using the stimulus–organism–response framework. The relationship between interactivity and co-experience (stimulus...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (2): 213–230.
Published: 28 April 2020
... examinar el impacto de la novedad y la interactividad de los juegos. Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2...
