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Journal of Research in Interactive Marketing

Emerald

Marketing
AJG 1ABDC B
Abstract coverage—see Methodology
Recent paperssorted by most recent
PaperYearCitations
Editorial: The changing landscape of marketing research in the AI era: prospects and challenges
Cheng Lu Wang
20261 citations
Bullying an AI? Misbehavior toward an AI moral patient in interactive marketing
Mingxia Zhu et al.
20260 citations
Interactive personalization and consumer adoption of generative AI word-of-mouth: an emotional arousal perspective
Jiaxin Ma et al.
20260 citations
Duty or empathy? How egoistic and altruistic routes mediate the impact of interactive storytelling on prosocial consumption intention
Hendy Mustiko Aji
20260 citations
Weathering the digital shift: how interaction spaces and weather conditions shape mobile app engagement
Yiling Li et al.
20260 citations
Do clothes speak louder than words? Verbal and non-verbal communication cues in avatar–consumer interaction
Meilian Liu et al.
20260 citations
Visual search transforms the customer journey: elevating search enjoyment, product valuation, and consumption evaluation
Heejin Kim et al.
20260 citations
Wearer dependency meets presentation mode: how model-worn versus product-only images affect liking through information diagnosticity and mental simulation
S. Hong et al.
20260 citations
How does digital customer orientation drive digital transformation? Scale development and mechanism testing
Shuang Zhang et al.
20260 citations
Role of artificial intelligence on consumer buying behavior: the dual effects of AI-enabled features on decision-making and trust
Rishika Bhojwani et al.
20260 citations
Chatbots as brand agents: how brand concepts shape consumer engagement
Yuanyuan Cai et al.
20260 citations
From channels to conversations: leveraging integrated customer data for interactive marketing in fashion retail
Kihwan Nam & Kanghyun Cho
20260 citations
The role of immersion and digital personas in building customer loyalty in metaverse retailing
Cheng Ma et al.
20260 citations
Polite or direct? How task type and user AI literacy shape appropriate communication strategies for AI collaborators
Su Xu & Dewen Liu
20260 citations
Socially engaged or informationally overwhelmed? Effect of bullet-screen comment quantity on video-liking
Mingyue Zhang et al.
20260 citations
When closer feels cheaper: how AR undermines luxury perceptions compared to 3D visualization
Liya Zhu et al.
20260 citations
Harnessing artificial intelligence (AI) for interactive branding
Maria DSouza Deryl et al.
20260 citations
When information fits the experience: a dual-congruity perspective on real-world intentions toward virtual brand events
Umut Kubat Dokumacı
20260 citations
Corrigendum: Integrating or tailoring? Optimizing touchpoints for enhanced omnichannel customer experience
Unknown
20260 citations
Corrigendum: Message sidedness and green demarketing effectiveness: the moderation of product attribute dominance
Unknown
20260 citations

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