Interactive Marketing in the Digital Era

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21 pages, 978 KiB

Open AccessArticle

Audio Features and Crowdfunding Success: An Empirical Study Using Audio Mining

by Miao Miao, Yudan Wang, Jingpeng Li, Yushi Jiang and Qiang Yang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3176-3196; https://doi.org/10.3390/jtaer19040154 - 18 Nov 2024

Viewed by 439

Abstract

Crowdfunding videos have become a crucial tool for entrepreneurs seeking financial support, with audio design playing a critical role in attracting potential investors. However, research on how audio features influence crowdfunding success remains limited. This study uses audio analysis techniques to examine data from 4500 crowdfunding campaigns on the Kickstarter platform between 2013 and 2016, investigating the impact of audio features on crowdfunding success rates. Grounded in the signaling theory, we posited four hypotheses suggesting that speech rate, loudness, pitch, and emotional arousal would each exhibit an inverted U-shaped relationship with crowdfunding success rates. Through data analysis, we found that moderate levels of speech rate, loudness, pitch, and emotional arousal significantly enhanced crowdfunding success, whereas extremes in these vocal characteristics had a detrimental effect. Our findings not only extend the application of audio analysis in the crowdfunding domain, but also provide empirical evidence for the influence of audio features on crowdfunding success. This research offers practical guidance for project initiators in developing promotional strategies and for platforms in optimizing user experience. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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14 pages, 477 KiB

Open AccessArticle

When Brands Push Us Away: How Brand Rejection Enhances In-Group Brand Preference

by Taiyang Zhao, Ziwei Liang, Yuqi Du, Ershuai Huang and Yun Zou

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3123-3136; https://doi.org/10.3390/jtaer19040151 - 12 Nov 2024

Viewed by 540

Abstract

Every interaction between a brand and its consumers can shape their brand attitudes and purchase decisions. Brand rejection is the rejection or neglect that consumers experience when trying to connect with a brand, and it may have far-reaching effects on consumer psychology and behavior. Against this backdrop, consumer response to brand rejection has become a concern in interactive marketing. This study investigated how consumers cope with brand rejection by satisfying their need to reduce uncertainty based on the uncertainty–identity theory. This study examined the effect of brand rejection on consumers’ in-group brands (e.g., local brands) preference and the corresponding mediating mechanism and boundary condition through four experiments. The results demonstrated that consumers who experienced brand rejection were less likely to purchase products from that brand and showed a greater preference for other in-group brands than out-group brands (foreign brands). This relationship was mediated by consumers’ sense of control. Moreover, brand familiarity moderated the relationship between brand rejection and sense of control, affecting consumers’ in-group brand preference. These findings expand the research area of brand rejection and in-group brand preference and provide a practical reference for the development of local brands. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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21 pages, 652 KiB

Open AccessArticle

AI-Driven Business Model: How AI-Powered Try-On Technology Is Refining the Luxury Shopping Experience and Customer Satisfaction

by Xin Song and Carole Bonanni

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3067-3087; https://doi.org/10.3390/jtaer19040148 - 5 Nov 2024

Viewed by 783

Abstract

Artificial Intelligence (AI) has revolutionized interactive marketing, creating dynamic and personalized customer experiences. To the best of our knowledge, no studies have ventured into how firms in the luxury sector can leverage AI marketing activities to innovate their business model and boost the development of future digital marketing to enhance the luxury shopping experience (LSE). Building on the existing LSE literature and adopting a business model innovation (BMI) lens, we conducted an experimental study to identify how AI-powered try-on technology (ATT) can contribute to LSEs and create customer value proxied by customer satisfaction. In addition, we determined the specific dimensions of the LSE that are most affected by AI marketing efforts. Furthermore, our findings explored the role of AI in driving BMI and the interrelationship between enhanced customer satisfaction and BMI. This research contributes to understanding the crucial role of AI in shaping the future of interactive marketing in the luxury context. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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16 pages, 2583 KiB

Open AccessArticle

The Differential Effects of Augmented Reality and Product Presentation Strategies on Brand Recall: An Embodied Cognition Perspective

by Liying Zhou, Limin Niu and Taiyang Zhao

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 3035-3050; https://doi.org/10.3390/jtaer19040146 - 4 Nov 2024

Viewed by 558

Abstract

As augmented reality (AR) technology becomes more prevalent in marketing, its impact on consumer memory processes, particularly brand recall, remains underexplored. This study primarily employs an empirical research method, using two lab experiments to examine the interaction between product presentation formats (AR vs. non-AR) and presentation strategies (separate vs. collocation) in brand recall. Across two experiments, we showed that AR enhances brand recall only in collocation presentations, where multiple products are displayed together, but not in separate presentations of individual products. In single-product contexts, AR formats do not demonstrate a significant advantage over non-AR formats. These findings suggest that AR’s effectiveness is contingent on presentation strategy, highlighting the contextual boundaries of AR’s utility in influencing consumer memory. By integrating embodied cognition theory with associative network theory, this research advances our understanding of how immersive technologies shape brand recall, offering strategic insights for marketers seeking to leverage AR in diverse product presentation scenarios. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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23 pages, 846 KiB

Open AccessArticle

The Influence Mechanism of Narrative Strategies Used by Virtual Influencers on Consumer Product Preferences

by Yuelong Zeng, Gefei Pu, Jingwen Liu and Wenting Feng

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2828-2850; https://doi.org/10.3390/jtaer19040137 - 17 Oct 2024

Viewed by 1058

Abstract

As social media has risen, virtual social media influencers have become a significant tool in modern marketing, utilizing computer-generated images (CGI), machine learning algorithms, and artificial intelligence technologies to connect with consumers via virtual online personas. In this study, the Uses and Gratifications Theory (UGT) is employed as a theoretical framework to explore the effects of educational narrative strategies and evaluative narrative strategies on consumer product preferences, with an analysis of the mediating role of word-of-mouth effectiveness and the moderating role of perceived product usability. It was demonstrated in Experiment 1 that virtual influencers employing educational narrative strategies are more effective than those using evaluative narrative strategies in enhancing consumer product preferences. The boundaries of the study were clarified in Experiment 2, which found that the main effect of educational narrative strategies utilized by social media influencers to increase consumer product preferences is present only in the context of virtual influencers. In Experiment 3, the mediating role of word-of-mouth recommendation effectiveness in the relationship between narrative strategies and consumer product preferences was further verified. The moderating role of perceived product usability was examined in Experiment 4, and it was found that the main effect is more pronounced in contexts where perceived product usability is low. The results of this study provide theoretical and practical guidance on how companies can effectively leverage virtual influencers to promote their products. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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18 pages, 932 KiB

Open AccessArticle

How Perceived Similarity between Travel Destinations and Hometowns Influences Consumer Experience in Online Travel Blind Boxes: The Mediating Role of the Aha Moment

by Meilian Liu, Xiaoguang Chen, Xinyue Zhao and Qian Xu

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2765-2782; https://doi.org/10.3390/jtaer19040133 - 11 Oct 2024

Viewed by 898

Abstract

The blind box market is fast-growing, from toys, baseball cards, and vibrant second-hand products to the recent growing tourism market, becoming the latest trend sweeping through China, not only in offline retailing but also online businesses and e-commerce. For young consumers, the element of mystery is a big part of the fun that not everyone can obtain the most special and desirable products. The present research aims to elucidate how travel blind boxes attract young consumers in terms of their psychological connections to travel destinations. In particular, building upon psychological distance theory, this study examines the relationship between perceived similarities between travel destinations and hometowns and the attraction of travel blind boxes. Contributing to the existing literature that mainly describes the phenomenon of the blind box craze but often fails to identify its underlying mechanisms, the present study advances our understanding of such trendy marketing practices by investigating the mediating role of the “aha moment” and the boundary conditions of electronic word-of-mouth recommendations and price sensitivity. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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18 pages, 705 KiB

Open AccessArticle

Does Information Source Matter? Corporate Reputation Management during Negative Social Responsibility Events

by Hongxia Peng, Qiang Zhang and Zhiqiang Zhang

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2747-2764; https://doi.org/10.3390/jtaer19040132 - 9 Oct 2024

Viewed by 762

Abstract

In the era of digital marketing, where consumers and enterprises frequently interact with each other, consumers hold different attitudes toward the different sources of information, including corporate social responsibility information. Negative corporate social responsibility can have direct impacts on corporate reputation. Choosing appropriate channels to publish the negative social responsibility information of enterprises in order to reduce the impact of these negative social events on corporate reputation is imperative for corporate image management. This research examines the differences in the impact of enterprise-generated content and -co-generated content on consumer attitudes using second-hand data analysis and then investigates how different information sources influence corporate reputation through empirical experiments. The results indicate that co-generated content performs better than other sources of information on corporate reputation, while professional user-generated content has the most negative impact. We further identify the external attribution as a mediation mechanism in the relationship between information sources and corporate reputation. The theoretical contributions and managerial implications of the research findings are discussed. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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23 pages, 2853 KiB

Open AccessArticle

Unraveling the Influential Mechanisms of Smart Interactions on Stickiness Intention: A Privacy Calculus Perspective

by Jinyi He, Xinjian Liang and Jiaolong Xue

J. Theor. Appl. Electron. Commer. Res. 2024, 19(4), 2582-2604; https://doi.org/10.3390/jtaer19040124 - 26 Sep 2024

Viewed by 718

Abstract

Artificial intelligence (AI) technologies are changing the ways of interaction between humans and machines, and smart interactions have become one of the hot topics of artificial intelligent in-home voice assistants (AVAs) by connecting humans, machines, content, and AVAs. Based on the privacy calculus theory (PCT), the authors conducted an online questionnaire-based survey to investigate the influential mechanisms of smart interactions on stickiness intention (SI), demonstrated the positive (negative) effects of smart interactions on benefits and risks, and verified the moderating role of susceptibility to normative influence (SNI). The results show that smart interactions positively impact SI via utilitarian benefit and hedonic benefit; humanness has a U-shaped effect on privacy risk; personalization, connectivity, and linkage positively impact privacy risk; multimodal control negatively impacts privacy risk; and SNI positively moderates the effects of smart interactions on stickiness intention. The study enriched and expanded the literature on smart interactions in the context of AIoT and offered practical implications for AVA service providers and developers to design or optimize smart interactions for AI interactive services. By examining the double-edged sword effects of personalization and humanness, our findings offer novel insights into the privacy calculus in smart interactions. Full article

(This article belongs to the Topic Interactive Marketing in the Digital Era)

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Journal Name	Impact Factor	CiteScore	Launched Year	First Decision (median)	APC
Administrative Sciences admsci	3.0	4.8	2011	25.2 Days	CHF 1400	Submit
Businesses businesses	-	-	2021	24.5 Days	CHF 1000	Submit
Behavioral Sciences behavsci	2.5	2.6	2011	27 Days	CHF 2200	Submit
Journal of Theoretical and Applied Electronic Commerce Research jtaer	5.1	9.5	2006	32 Days	CHF 1000	Submit

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