journal of research in interactive marketing

Journal of Research in Interactive Marketing

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The set of journals have been ranked according to their SJR and divided into four equal groups, four quartiles. Q1 (green) comprises the quarter of the journals with the highest values, Q2 (yellow) the second highest values, Q3 (orange) the third highest values and Q4 (red) the lowest values.

The SJR is a size-independent prestige indicator that ranks journals by their 'average prestige per article'. It is based on the idea that 'all citations are not created equal'. SJR is a measure of scientific influence of journals that accounts for both the number of citations received by a journal and the importance or prestige of the journals where such citations come from It measures the scientific influence of the average article in a journal, it expresses how central to the global scientific discussion an average article of the journal is.

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Evolution of the total number of citations and journal's self-citations received by a journal's published documents during the three previous years. Journal Self-citation is defined as the number of citation from a journal citing article to articles published by the same journal.

Evolution of the number of total citation per document and external citation per document (i.e. journal self-citations removed) received by a journal's published documents during the three previous years. External citations are calculated by subtracting the number of self-citations from the total number of citations received by the journal’s documents.

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Ratio of a journal's items, grouped in three years windows, that have been cited at least once vs. those not cited during the following year.

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Journal of Research in Interactive Marketing Latest Publications

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Post-pandemic marketing: when the peripheral becomes the core

PurposeThe purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the customers. This will impact all 4 Ps of marketing, as well as branding and innovation.Design/methodology/approachIt is a conceptual paper based on literature review. The underlying construct used is transaction cost economics (TCE).FindingsUsing TCE, the paper finds that both consumers and marketers are very willing to shift to e-commerce and digital platforms which are both convenient, as well as cost-effective. Also, customer support organization will become a strategic advantage in interactive marketing.Originality/valueThis is an original paper written specifically for the special issue on the post-pandemic shock.

How social media's cause-related marketing activity enhances consumer citizenship behavior: the mediating role of community identification

PurposeLimited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.Design/methodology/approachData were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.FindingsThe three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.Practical implicationsThe findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.Originality/valueThis study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.

I am feeling so good! Motivations for interacting in online brand communities

PurposeThis paper focuses on customer engagement in online brand communities (OBCs). Drawing upon self-determination theory (SDT), the research proposes a conceptual model portraying the effect of intrinsic and extrinsic motivations on hedonic and utilitarian rewards, which the authors posit will affect subjective well-being (SWB) and brand advocacy.Design/methodology/approachData collected through a questionnaire completed by 367 members of OBC were employed to test the structural theory using partial least squares-structural equation modelling (PLS-SEM).FindingsThe empirical results reveal that intrinsic motivations significantly and positively affect hedonic and utilitarian rewards, but the same does not apply to extrinsic motivations. The results also confirm that hedonic and utilitarian rewards are significantly related to brand advocacy and SWB, although with different strengths.Originality/valueThis study provides new insights to the emerging research on customer engagement in OBC, including its motivations and rewards for contributing to these communities, from an SDT perspective. In addition, this paper offers a novel approach, by introducing brand advocacy and SWB as consequences of customer engagement in OBCs.

Goal specificity or ambiguity? Effects of self-quantification on persistence intentions

PurposeThe current study implies self-quantification to consumer behavior and investigates how self-quantification influences consumers' persistence intentions, then indicates the underlying mechanism and examines the role of sharing in social media context.Design/methodology/approachThe hypotheses are tested by three experimental studies. In study 1, the authors test the main effect of self-quantification on persistence intentions and demonstrate goal specificity as the mediator. In study 2 and 3, the authors explore sharing and sharing audience as the moderators.FindingsThe current research demonstrates that quantifying personal performance increases consumers' persistence intentions because self-quantification makes the focal goal more specific. However, sharing self-quantification performance with others has a negative effect on the relationship between self-quantification and persistence intentions. Building on goal conflict theory, sharing diverts consumers' focus away from the goal itself and toward others' evaluation and judgment, which makes the focal goal more ambiguous. Moreover, the negative effect depends on who is the sharing audience. When consumers share with close others who hold a similar goal with them, the negative effect of sharing is dramatically reversed.Practical implicationsThe present research offers guidelines to managers about how to design self-tracking system to increase user's engagement and how to establish social community on social media platform to motivate users' goal pursuit.Originality/valueThis study contributes to the research of self-quantification from consumer behavior perspective. It also enriches interactive marketing literature by broadening self-quantification relevant research from social interaction dimension.

Augmented reality interactive technology and interfaces: a construal-level theory perspective

PurposeIn modern e-commerce and omnichannel management, consumers can utilize visual information delivered by augmented reality interactive technology (ARIT) to relate to products and view them worn on themselves. Accordingly, ARIT is increasingly common in online retail environments because this dynamicproduct imagery decreases the gap between online and offline shopping. On the basis of construal-level theory (CLT), this study not only examines the system characteristics that impact the perceived ease of use and usefulness of ARIT but also explores how these system characteristics can successfully affect online consumers to adopt ARIT in retail settings.Design/methodology/approachIn this study, ARIT is applied mainly in an online clothes fitting context. By conducting a task-based laboratory study, 344 valid samples were collected. Structure equation modeling (SEM) was employed for further analysis.FindingsNavigation structure, graphic style and information content were identified as the three system characteristics that affect perceived ease of use and usefulness of ARIT. Of the three characteristics, information content has the greatest impact on perceived ease of use and usefulness of ARIT. The study also found that navigation structure, graphic style and information content all shape ARIT system characteristics, and this explains and predicts the perceived usefulness and perceived ease of use effect better than any original single system characteristic.Originality/valueInteractive marketing research indicates that the influence of immediately visualizing consumer–product matching effects creates excitement, arouses emotions and triggers curiosity to explore additional product purchase experiences. This study contributes to the present body of knowledge of the concept of ARIT systems. This is a pioneer research that uses CLT to act as a crucial psychological mechanism that dominates online fitting and apparel appraisal for consumers using ARIT. This study serves as a reference for designing and employing multisensory ARIT applications in interactive marketing to drive online sales.

How consumer opinions are affected by marketers: an empirical examination by deep learning approach

PurposeThe natural language processing (NLP) technique enables machines to understand human language. This paper seeks to harness its power to recognise the interaction between marketers and consumers. Hence, this study aims to enhance the conceptual and future development of deep learning in interactive marketing.Design/methodology/approachThis study measures cognitive responses by using actual user postings. Following a typical NLP analysis pipeline with tailored neural network (NN) models, it presents a stylised quantitative method to manifest the underlying relation.FindingsBased on consumer-generated content (CGC) and marketer-generated content (MGC) in the tourism industry, the results reveal that marketers and consumers interact in a subtle way. This study explores beyond simple positive and negative framing, and reveals that they do not resemble each other, not even in abstract form: CGC may complement MGC, but they are incongruent. It validates and supplements preceding findings in the framing effect literature and underpins some marketing wisdom in practice.Research limitations/implicationsThis research inherits a fundamental limitation of NN model that result interpretability is low. Also, the study may capture the partial phenomenon exhibited by active reviewers; lurker-consumers may behave differently.Originality/valueThis research is among the first to explore the interactive aspect of the framing effect with state-of-the-art deep learning language model. It reveals research opportunities by using NLP-extracted latent features to assess textual opinions. It also demonstrates the accessibility of deep learning tools. Practitioners could use the described blueprint to foster their marketing initiatives.

How can autonomy improve consumer experience when interacting with smart products?

PurposeThis paper analyzes the direct and indirect effects of the autonomy of smart home speakers on consumer experience, weighing its benefits and costs in the following areas: usefulness, interactivity, coolness, service failure severity and intrusiveness. Experience value is examined as an antecedent of repurchase intention.Design/methodology/approachStructural equation modeling is applied to data collected from 607 users of smart home speakers. Mediating effects are examined between autonomy and experience value.FindingsAutonomy has no direct effect on experience value, since the positive effect is fully mediated by interactivity, intrusiveness, perceived usefulness and coolness. Failure severity has no mediating effect and has no influence on experience value. Usefulness, coolness and interactivity show positive mediating effects between autonomy and experience value, while intrusiveness has a negative mediating effect. The better the consumer's experience response, the greater the repurchase intention.Practical implicationsCompanies should highlight the benefits (interactivity, usefulness and coolness) and attempt to reduce the costs (intrusiveness) associated with smart device autonomy. Firms can use these aspects to increase the rate of smart-device adoption.Originality/valueThis research contributes to the interactive research literature by empirically examining the mediating effect of interactivity and coolness. Additionally, this research offers evidence of the full mediation effect of usefulness, interactivity, coolness and intrusiveness. Finally, this research shows that failure severity is not always important and that it can be context specific.

Conversions on the rise – modernizing e-mail marketing practices by utilizing volunteered data

PurposeThe purpose of the study is to examine how utilizing volunteered data influences the response and unsubscribe rates of e-mail marketing to consumers.Design/methodology/approachIn three longitudinal field experiments conducted among 1,864 applicants of a higher education institution, the study compares customized marketing e-mails based on volunteered consumer data to e-mails that are personalized based on observed consumer data and to control e-mails that are not tailored by the marketer at all.FindingsThe results indicate that marketers should make consumers active participants in the communication process, as response rates are higher in those e-mails where volunteered data are utilized. However, the unsubscribe rate is the highest in customized e-mails.Research limitations/implicationsThe authors demonstrate that e-mails displaying empowering aspects influence consumers' behaviors and lead to outcomes that mostly outperform non-empowered e-mails.Practical implicationsCompared to other forms of interactive marketing, e-mail has lagged behind in both popularity and customer-friendly implementation. However, it has the potential to succeed if marketers pay more attention to consumer empowerment. As over 306 billion e-mails are sent worldwide daily and 75% of marketers use e-mail when contacting customers, the increase in response rates can have a significant influence on their returns.Originality/valueUnlike prior research the focus was on the process of tailoring, this perspective supports customer advocacy and emphasizes consumers' important role in creating engaging, empowering e-mail marketing communication.

Let's play with emojis! How to make emojis more effective in social media advertising using promocodes and temporal orientation

PurposeThe authors aim to examine how the construal level, either as an individual temporal orientation or temporal distance of promotion, moderates the effects of emojis' emotional intensity on consumers' purchase intentions in social media advertising.Design/methodology/approachTwo experiments are used to test four hypotheses.FindingsThe results of two experimental studies show that present-oriented participants reveal greater purchase intentions when low (vs high) emotionally intense emojis are embedded in a social media ad; but future-oriented consumers showed no difference when viewing ads with the two different emojis. In Study 2, participants indicate greater purchase intentions when a social media ad includes a distant-future promocode and high (vs low) emotionally intense emojis and an ad with a near-future promocode and low (vs high) emotionally intense emojis.Originality/valueThe current study advances our understanding how emojis with different emotional intensities can be effectively used in social media ads. This study also provides theoretical implications to construal level theory (CLT) by examining how emojis interact with construal level, either as a chronic tendency or simulated by psychological distance, can influence consumer response.

The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: the mediating effect of brand trust

PurposeThis study explores central questions related to the connections between brand interactivity and involvement on brand-related outcomes (brand trust and loyalty) through understanding the role played by customer brand engagement (CBE) through social media platforms.Design/methodology/approachUsing an online survey, the data for this study were collected from 353 participants who follow Royal Jordanian Airlines on their Facebook page. A cross-sectional research approach was implemented using a partial least squares path modeling approach.FindingsThe study finds that perceived brand interactivity and involvement are positively associated with social media CBE. The authors also find that social media CBE is positively related to brand trust and that brand trust is positively associated with brand loyalty. Consequently, the authors observe that social media CBE is positively related to brand loyalty.Originality/valueThis study investigates the impact of perceived brand interactivity and involvement on social media CBE while accounting for the mediating role of brand trust through which social media CBE influences brand loyalty of airline brands in the Jordanian context. Finally, the findings have noteworthy theoretical and managerial implications.

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Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review

• First Online: 26 January 2023

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• Deepak Verma 2 ,
• Satish Kumar 2 &
• Divesh Kumar 2  

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With the advent and increasing proliferation of rich media, interactive content and ubiquitous access to the Internet, interactive marketing has grown significantly over the last couple of decades. Evolving from direct marketing, interactive marketing has now emerged from the periphery and begun to assume a more central, strategic role in marketing decision-making. Despite its growing importance, there is little evidence for the synthesis of various themes and subthemes that constitute research scholarship in the domain. This chapter, by employing the features of bibliometric analysis based on keywords, aims to develop and present the landscape of the thematic evolution of various research subthemes in the area of interactive marketing. Specifically, using bibliometric analysis methods, the focus is on identifying the most influential studies, authors, affiliations and countries in the field of interactive marketing. It then tries to identify the major themes and subthemes that comprise the research scholarship on the topic and finally how these subthemes have evolved over time.

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Verma, D., Kumar, S., Kumar, D. (2023). Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review. In: Wang, C.L. (eds) The Palgrave Handbook of Interactive Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-14961-0_2

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• Content Marketing

35 Content Marketing Statistics You Should Know

Stay informed with the latest content marketing statistics. Discover how optimized content can elevate your digital marketing efforts.

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Content Marketing Usage

How many businesses are leveraging content marketing, and how are they planning to find success?

• According to the Content Marketing Institute (CMI), 73% of B2B marketers, and 70% of B2C marketers use content marketing as part of their overall marketing strategy.
• 97% of marketers surveyed by Semrush achieved success with their content marketing in 2023.
• A B2B Content Marketing Study conducted by CMI found that 40% of B2B marketers have a documented content marketing strategy; 33% have a strategy, but it’s not documented, and 27% have no strategy.
• Half of the surveyed marketers by CMI said they outsource at least one content marketing activity.

Content Marketing Strategy

What strategies are content marketers using or finding to be most effective?

• 83% of marketers believe it’s more effective to create higher quality content less often. (Source: Hubspot)
• In a 2022 Statista Research Study of marketers worldwide, 62% of respondents emphasized the importance of being “always on” for their customers, while 23% viewed content-led communications as the most effective method for personalized targeting efforts.
• With the increased focus on AI-generated search engine results, 31% of B2B marketers say they are sharpening their focus on user intent/answering questions, 27% are creating more thought leadership content, and 22% are creating more conversational content. (Source: CMI)

Types Of Content

Content marketing was synonymous with posting blogs, but the web and content have evolved into audio, video, interactive, and meta formats.

Here are a few stats on how the various types of content are trending and performing.

• Short-form video content, like TikTok and Instagram Reel, is the No. 1 content marketing format, offering the highest return on investment (ROI).
• 43% of marketers reported that original graphics (like infographics and illustrations) were the most effective type of visual content. (Source: Venngage)
• 72% of B2C marketers expected their organization to invest in video marketing in 2022. (Source: Content Marketing Institute – CMI)
• The State of Content Marketing: 2023 Global Report by Semrush reveals that articles containing at least one video tend to attract 70% more organic traffic than those without.
• Interactive content generates 52.6% more engagement compared to static content. On average, buyers spend 8.5 minutes viewing static content items and 13 minutes on interactive content items. (Source: Mediafly)

Content Creation

Creating helpful, unique, engaging content can be one of a marketer’s greatest challenges. However, innovative marketers are looking at generative AI as a tool to help ideate, create, edit, and analyze content quicker and more cost-effectively.

Here are some stats around content creation and just how quickly AI is changing the game.

• Generative AI reached over 100 million users just two months after ChatGPT’s launch. (Source: Search Engine Journal)
• A recent Ahrefs poll found that almost 80% of respondents had already adopted AI tools in their content marketing strategies.
• Marketers who are using AI said it helps most with brainstorming new topics ( 51%) , researching headlines and keywords (45%), and writing drafts (45%). (Source: CMI)
• Further, marketers polled by Hubspot said they save 2.5 hours per day using AI for content.

Content Distribution

It is not simply enough to create and publish content.

For a content strategy to be successful, it must include distributing content via the channels frequented by a business’s target audience.

• Facebook is still the dominant social channel for content distribution, but video-centric channels like YouTube, TikTok, and Instagram are growing the fastest .  (Source: Hubspot)
• B2B marketers reported to CMI that LinkedIn was the most common and top-performing organic social media distribution channel at 84% by a healthy margin. All other channels came in under 30%.
• 80% of B2B marketers who use paid distribution use paid social media advertising. (Source: CMI)

Content Consumption

Once content reaches an audience, it’s important to understand how an audience consumes the content or takes action as a result.

• A 2023 Content Preferences Study by Demand Gen reveals that 62% of B2B buyers prefer practical content like case studies to inform their purchasing decisions, citing “a need for valid sources.”
• The same study also found that buyers tend to rely heavily on content when researching potential business solutions, with 46% reporting that they increased the amount of content they consumed during this time.
• In a recent post, blogger Ryan Robinson reports the average reader spends 37 seconds reading a blog.
• DemandGen’s survey participants also said they rely most on demos ( 62% ) and user reviews (55%) to gain valuable insights into how a solution will meet their needs.

Content Marketing Performance

One of the primary reasons content marketing has taken off is its ability to be measured, optimized, and tied to a return on investment.

• B2C marketers reported to CMI that the top three goals content marketing helps them to achieve are creating brand awareness, building trust, and educating their target audience.
• 87% of B2B marketers surveyed use content marketing successfully to generate leads.
• 56% of marketers who leverage blogging say it’s an effective tactic, and 10% say it generates the greatest return on investment (ROI).
• 94% of marketers said personalization boosts sales.

Content Marketing Budgets

Budget changes and the willingness to invest in specific marketing strategies are good indicators of how popular and effective these strategies are at a macro level.

The following stats certainly seem to indicate marketers have bought into the value of content.

• 61% of B2C marketers said their 2022 content marketing budget would exceed their 2021 budget.
• 22% of B2B marketers said they spent 50% or more of their total marketing budget on content marketing. Furthermore, 43% saw their content marketing budgets grow from 2020 to 2021, and 66% expected them to grow again in 2022.

Content Challenges

All forms of marketing come with challenges related to time, resources, expertise, and competition.

Recognizing and addressing these challenges head-on with well-thought-out strategies is the best way to overcome them and realize success.

• Top 3 content challenges included “attracting quality leads with content” ( 45% ), “creating more content faster” (38%), and “generating content ideas” (35%). (Source: Semrush’s The State of Content Marketing: 2023 Global Report)
• 44% of marketers polled for CMI’s 2022 B2B report highlighted the challenge of creating the right content for multi-level roles as their top concern. This replaced internal communication as the top challenge from the previous year.
• Changes to SEO/search algorithms ( 64% ), changes to social media algorithms (53%), and data management/analytics (48%) are also among the top concerns for B2C marketers.
• 47% of people are seeking downtime from internet-enabled devices due to digital fatigue.
• While generative AI has noted benefits, it also presents challenges for some marketers who fear it may replace them. In Hubspot’s study, 23% said they felt we should avoid using generative AI.
• Another challenge with AI is how quickly it has come onto the scene without giving organizations time to provide training or to create policies and procedures for its appropriate and legal use. According to CMI, when asked if their organizations have guidelines for using generative AI tools, 31% of marketers said yes, 61% said no, and 8% were unsure.

Time To Get Started

As you can clearly see and perhaps have already realized, content marketing can be a highly effective and cost-efficient way to generate leads, build brand awareness, and drive sales. Content, in its many formats, powers virtually all online interactions.

Generative AI is effectively helping to solve some of the time and resource challenges by acting as a turbo-powered marketing assistant, while also raising a few procedural concerns.

However, the demand for content remains strong.

Those willing to put in the work of building a documented content strategy and executing it – by producing, optimizing, distributing, and monitoring high-value, relevant, customer-centric content, with the help of AI or not – can reap significant business rewards.

More resources:

• 6 Ways To Humanize Your Content In The AI Era
• Interactive Content: 10 Types To Engage Your Audience
• B2B Lead Generation: Create Content That Converts

Featured Image: Deemak Daksina/Shutterstock 

Jeff has been helping organizations manage, measure and optimize their Web presences for over 20 years. He has deep knowledge ...

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Please note you do not have access to teaching notes, consumer – brand engagement on facebook: liking and commenting behaviors.

Journal of Research in Interactive Marketing

ISSN : 2040-7122

Article publication date: 11 August 2014

The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction on relationships between personality traits and liking/commenting behavior.

Design/methodology/approach

Data were collected using an online national survey from 269 respondents, ages between 18 and 32. The hypotheses were tested using structural equation modeling.

Results support nine of ten hypotheses with significant relationships between analyzed constructs. It was found that two different modes of interaction acted as mediators between three personality traits and liking/commenting behavior on Facebook.

Research limitations/implications

This study only included liking and commenting behavior on Facebook. Future studies could extend the conceptual model by including sharing behavior and other personality traits that were not included in this conceptual model.

Practical implications

The findings have several implications for brand managers with respect to their social media strategies and give them guidance in achieving better customer engagement on Facebook. This research is an important step in understanding the factors affecting consumers’ Facebook behavior and useful for practitioners intending to use Facebook as part of their marketing strategy.

Originality/value

The study provides a comprehensive framework to understand consumer engagement on Facebook by including specific types of Facebook behavior, three personality traits and two modes of interaction that consumers have in social media.

• Social media marketing
• Brand management
• Consumer behavior
• Consumer psychology

Kabadayi, S. and Price, K. (2014), "Consumer – brand engagement on Facebook: liking and commenting behaviors", Journal of Research in Interactive Marketing , Vol. 8 No. 3, pp. 203-223. https://doi.org/10.1108/JRIM-12-2013-0081

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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