The advertising field has witnessed a dramatic transformation over the past decade. This
contribution to the IJA 40th anniversary special issue deals with (digital) branded content; …

In this editorial, we provide an overview of the evolution and impact of the Journal of
Interactive Marketing (JNM) over the past few years, identify the topics that have gained …

During the COVID-19 pandemic, older consumers have increased their usage of social
networking services (SNSs) to avoid social isolation, yet this behavior remains unexplored …

The advent of artificial intelligence (AI) has triggered a significant evolution in the sphere of
social media. This research is designed to explore the influence of AI technologies in user …

Severe abuse of social media has currently become a threat to social sustainability.
Although “responsible use of social media” has recently attracted academics' attention, few …

Businesses should be able to distinguish themselves in the ever-growing service market by
providing an interactive experience to customers to remain competitive amidst market …

Brand cocreation campaigns offer consumers various activities centered on interpreting
brand image. Yet, little is known about what brand cocreation characteristics increase digital …

In Southeast Sulawesi, during the Corona Virus Disease Pandemic, this study sought to
examine the impact of the strategic orientation dimension on the market performance of the …

Purpose This paper aims to bridge the gap by understanding the context of ageing
consumer behaviour in the online community. Specifically, this research seeks to identify …

Various branded content is developed on social media; however, not all branded content
stimulates customer curiosity. Based on the uses and gratification theory as a theoretical …