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Polite or direct? How task type and user AI literacy shape appropriate communication strategies for AI collaborator
Author: Xu, Su; Liu, Dewen
Journal: JOURNAL OF RESEARCH IN INTERACTIVE MARKETING. 2026; Vol. , Issue , pp. -. DOI: 10.1108/JRIM-10-2025-0624
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What goes around comes around: fundraiser's backing history drives reward-based crowdfundin
Author: Yu, Yiqing; Zhou, Jiamin; Mo, Zichuan
Journal: JOURNAL OF RESEARCH IN INTERACTIVE MARKETING. 2026; Vol. , Issue , pp. -. DOI: 10.1108/JRIM-10-2025-0602
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How does digital customer orientation drive digital transformation? Scale development and mechanism testin
Author: Zhang, Shuang; He, Jiaxun; Ge, Jiaye
Journal: JOURNAL OF RESEARCH IN INTERACTIVE MARKETING. 2026; Vol. , Issue , pp. -. DOI: 10.1108/JRIM-07-2025-0406
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Do clothes speak louder than words? Verbal and non-verbal communication cues in avatar-consumer interactio
Author: Liu, Meilian; Zhao, Ming; Mao, Xin; Zhang, Manjiao
Journal: JOURNAL OF RESEARCH IN INTERACTIVE MARKETING. 2026; Vol. , Issue , pp. -. DOI: 10.1108/JRIM-07-2025-0376
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Interactive personalization and consumer adoption of generative AI word-of-mouth: an emotional arousal perspectiv
Author: Ma, Jiaxin; Huang, Haifan; Zhang, Depeng; Li, Zhongxiang
Journal: JOURNAL OF RESEARCH IN INTERACTIVE MARKETING. 2026; Vol. , Issue , pp. -. DOI: 10.1108/JRIM-06-2025-0341
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When closer feels cheaper: how AR undermines luxury perceptions compared to 3D visualizatio
Author: Zhu, Liya; Du, Jiangang; Zhang, Yu
Journal: JOURNAL OF RESEARCH IN INTERACTIVE MARKETING. 2026; Vol. , Issue , pp. -. DOI: 10.1108/JRIM-01-2025-0042
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Socially engaged or informationally overwhelmed? Effect of bullet-screen comment quantity on video-likin
Author: Zhang, Mingyue; He, Lei; Chen, Haipeng (allan)
Journal: JOURNAL OF RESEARCH IN INTERACTIVE MARKETING. 2026; Vol. , Issue , pp. -. DOI: 10.1108/JRIM-04-2025-0174
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The role of immersion and digital personas in building customer loyalty in metaverse retailin
Author: Ma, Cheng; Xun, Jiyao; Ye, Zi; Hong, Yi
Journal: JOURNAL OF RESEARCH IN INTERACTIVE MARKETING. 2026; Vol. , Issue , pp. -. DOI: 10.1108/JRIM-09-2025-0544
