摘要在社交商务诞生之前， 因为在线渠道缺乏人性化和社会化线索以及客户参与不足等原因
制约了电子商务的发展。 本研究旨在探讨顾客参与直播营销对消费者购买意愿的影响 …

With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

Purpose Artificial intelligence (AI) is transforming consumers' experiences and how firms
identify, create, nurture and manage interactive marketing relationships. However, most …

Tourism organizations use social media to promote their destinations and attract new
customers. However, there is a challenge in how tourism organizations can choose or create …

In the emerging retail market, e-tailers operating in developing economies have to cope with
the rapid use of the Internet, new electronic purchasing methods and online selling …

The global crisis of COVID-19 pandemic has ravaged the world economy and healthcare,
igniting much fear, panic, and uncertainty among billions of people. As lockdowns being …

Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …

The influence of perceived social media marketing elements on consumer–brand engagement
and brand knowledge | Emerald Insight Books and journals Case studies Expert Briefings …

Purpose This study aims to present a retrospective of the Journal of Research in Interactive
Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM's …

Purpose In spite of the increasing organic and interactive marketing activities over social
media, a general understanding of the source credibility of voluntary user-generated content …