Journal of Theoretical and Applied Electronic Commerce Research

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27 pages, 9548 KB

Open AccessArticle

Word-of-Mouth Marketing in the Digital Age: Leveraging Short-Video Platforms for Rural Tourism Marketing

by Huanchen Tang, Jinjin Liu, Xiangbin Peng, Yuqi Yang and Xiaodong Liu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(9), 286; https://doi.org/10.3390/jtaer21090286 - 25 Aug 2026

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Abstract

This study aims to identify the key destination-related factors associated with tourists’ revisit behavior in peri-urban rural areas within Chinese metropolitan regions in the context of short-video marketing, and to reveal the structural relationships and hierarchical characteristics among these factors. First, the LDA [...] Read more.

This study aims to identify the key destination-related factors associated with tourists’ revisit behavior in peri-urban rural areas within Chinese metropolitan regions in the context of short-video marketing, and to reveal the structural relationships and hierarchical characteristics among these factors. First, the LDA topic model was employed to conduct text mining on authentic tourist-generated comments posted on Douyin, through which the core factors related to revisit behavior were identified and conceptually standardized based on tourists’ expressions. Building on this process, 153 experts in relevant fields were invited to evaluate the direction and strength of the relationships among these factors. An integrated DEMATEL–ISM–MICMAC approach was then applied to analyze their causal attributes, hierarchical structure, and systemic roles. The results indicate that the identified factors do not operate independently but instead form a multilayered structure with clear hierarchical characteristics. Among them, rural visual imagery, escape-oriented experience, rural lifestyle experience, and rural industry integration occupy deeper structural levels and exert relatively strong structural influences on factors located at intermediate and surface levels. The findings further suggest that the sustained attractiveness of rural tourism destinations in metropolitan regions cannot rely solely on short-video exposure or isolated “internet-famous” attractions; rather, it requires coordinated alignment among digital communication content, rural industries, lifestyle experiences, and tourism supply. By integrating tourist-generated content, natural language processing, and expert-based structural assessment, this study extends research on short-video tourism marketing from a systems perspective and provides practical insights for peri-urban rural destinations in Chinese metropolitan regions seeking to optimize the structural configuration of tourism resources, products and services, and marketing communication. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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27 pages, 1776 KB

Open AccessArticle

How User-Generated Videos Influence Movie Performance: The Mediating Role of Professional-Generated Video

by Yu Chen, Wen Li, Peng Zou and Yingchao Lu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(8), 284; https://doi.org/10.3390/jtaer21080284 - 21 Aug 2026

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Abstract

User-generated videos (UGVs) and professional-generated videos (PGVs) have become important information sources in movie marketing, yet prior research has largely examined user-generated content and professional-generated content as independent drivers of market performance. This study investigates how UGV influences movie box office revenue through [...] Read more.

User-generated videos (UGVs) and professional-generated videos (PGVs) have become important information sources in movie marketing, yet prior research has largely examined user-generated content and professional-generated content as independent drivers of market performance. This study investigates how UGV influences movie box office revenue through PGV and identifies the boundary conditions of this process. Drawing on signaling theory and the elaboration likelihood model, we propose that UGV volume generates social attention and stimulates PGV production, while PGV serves as a more credible quality signal that affects consumers’ viewing decisions. Using panel data on 226 movies released in China from 2024 to 2025 and 245,890 videos collected from Weibo, we test the proposed framework with fixed-effects models, endogeneity tests, and robustness checks. The results show that UGV volume indirectly increases box office revenue through PGV volume. Moreover, UGV creator reputation strengthens the positive relationship between UGV volume and PGV volume, and PGV perceived usefulness strengthens the positive effect of PGV volume on box office revenue. These findings reveal a sequential pathway through which user-generated social attention is transformed into professional market persuasion, offering theoretical and managerial implications for video-based interactive marketing. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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19 pages, 590 KB

Open AccessArticle

From Content to Engagement: The Mediating Role of Consumer Perceived Behaviour in Marketer-Generated Content on Social Commerce Platforms—Evidence from an Emerging Economy

by Muhammad Ziad Soliman, Abdullah Sarwar and Ng Kok Wah

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 238; https://doi.org/10.3390/jtaer21070238 - 20 Jul 2026

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Abstract

Despite the rapid proliferation of social commerce, limited empirical attention has been directed towards understanding how marketer-generated content (MGC) shapes consumer digital engagement through consumer perceived behaviour—particularly in conflict-affected emerging economies characterised by constrained digital infrastructure. This study addresses this gap by developing [...] Read more.

Despite the rapid proliferation of social commerce, limited empirical attention has been directed towards understanding how marketer-generated content (MGC) shapes consumer digital engagement through consumer perceived behaviour—particularly in conflict-affected emerging economies characterised by constrained digital infrastructure. This study addresses this gap by developing and testing an integrated mediation model in which MGC influences consumer digital engagement (CDE) both directly and indirectly through consumer perceived behaviour (CPB) as a mediating mechanism. Grounded in the consumer engagement theory, signalling theory, and social influence theory, the study employs a quantitative, cross-sectional design using Partial Least Squares Structural Equation Modelling (PLS-SEM) via Smart-PLS 4.0, drawing on data collected from 234 Palestinian SMEs actively engaged in social commerce activities. Empirical findings confirm that MGC is positively associated with both consumer perceived behaviour (H1: β = 0.440, p < 0.001) and consumer digital engagement (H2: β = 0.293, p < 0.001), while consumer perceived behaviour shows a significant positive association with digital engagement (H3: β = 0.429, p < 0.001). Critically, consumer perceived behaviour emerged as a significant partial mediator of the MGC–digital engagement relationship (H4), with the model explaining 38.0% of the variance in digital engagement. Theoretically, this study advances the consumer engagement literature by uncovering the pathway through which MGC translates into sustained digital engagement on social commerce platforms—a pathway previously unexamined in conflict-affected emerging market contexts. Empirically, the study contributes rare evidence from Palestine, positioning this digitally constrained economy as a meaningful frontier for social commerce and digital inclusion scholarship. Practically, the findings offer actionable guidance for resource-constrained SMEs seeking to optimise MGC strategies to enhance social commerce engagement and commercial conversion. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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20 pages, 964 KB

Open AccessArticle

How to Shape Travel Intentions Through Tourism Social Media Influencers? A Hybrid PLS-ANN Approach

by Yuancheng Liu, Hengyu Liu and Keun-Soo Park

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 233; https://doi.org/10.3390/jtaer21070233 - 18 Jul 2026

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Abstract

Although social media influencers (SMIs) play a pivotal role in destination marketing, the underlying factors through which they shape tourists’ interest and travel intentions remain underexplored. Based on the modified attention interest desire action (AIDA) model, this study addresses this gap by investigating [...] Read more.

Although social media influencers (SMIs) play a pivotal role in destination marketing, the underlying factors through which they shape tourists’ interest and travel intentions remain underexplored. Based on the modified attention interest desire action (AIDA) model, this study addresses this gap by investigating how the characteristics of SMIs influence travel intentions through destination perceived trust and destination perceived attractiveness. A total of 416 valid questionnaires were analyzed using partial least squares structural equation modeling (PLS-SEM) and an artificial neural network (ANN). The results revealed that SMIs’ similarity, expertise, physical attractiveness, social attractiveness, sincerity, and visibility enhanced tourists’ destination perceived trust and destination perceived attractiveness, thereby influencing travel intentions. Additionally, the ANN analysis complements the PLS-SEM results by comparing predictive performance and identifying the relative importance of SMI characteristics. These findings provide several suggestions for destination management organizations to improve influencer marketing. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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28 pages, 1558 KB

Open AccessArticle

Beyond Static Expertise: Unpacking Live-Streamer Professionalism as Contextual Competence in Interactive Commerce

by Mei Huang, Qiulin Sun, Xiao Yu, Fang Wan and Danping Liu

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 231; https://doi.org/10.3390/jtaer21070231 - 17 Jul 2026

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Abstract

Traditional celebrity endorser models conceptualize expertise as a static trait focused on the possession of product knowledge. However, the synchronous and highly interactive nature of live commerce challenges these static models in explaining consumer engagement. Grounded in Social Presence Theory and a contextual [...] Read more.

Traditional celebrity endorser models conceptualize expertise as a static trait focused on the possession of product knowledge. However, the synchronous and highly interactive nature of live commerce challenges these static models in explaining consumer engagement. Grounded in Social Presence Theory and a contextual competence perspective, the present study reconceptualizes live-streamer professionalism as a set of dynamic competencies enacted through real-time interaction. Using a sequential mixed-methods design, Study 1 employs a grounded theory analysis of qualitative data collected from consumers, streamers, and platform practitioners to identify core dimensions of streamer professionalism. Study 2 develops and validates a multidimensional measurement scale. Study 3 leverages a comprehensive engagement model to benchmark the proposed framework against competing, expertise-based explanations. The results reveal five distinct dimensions of streamer professionalism (Business Knowledge Reserve, Expressive Ability, Professional Quality, Interactive Ability, External Visible Traits) and a dual-pathway mechanism: Business Knowledge Reserve primarily enhances cognitive product involvement, whereas Interactive Ability strengthens context attachment by amplifying perceived social presence. The proposed model demonstrates greater explanatory power than traditional expertise frameworks, particularly in explaining affective attachment. Collectively, these findings shift the analytical focus from who the source is to how professionalism is performed within interactive service encounters, thereby advancing a performance-oriented view of professionalism in live commerce and informing platform governance and influencer management. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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27 pages, 655 KB

Open AccessArticle

Persuasion Cues and Consumer Engagement in Food Influencer Short-Form Videos: An ELM–COBRA Perspective

by Rulan Liu, Syuhaily Osman, Mohamad Fazli Sabri and Nur Aqilah Amalina Jaafar

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 226; https://doi.org/10.3390/jtaer21070226 - 14 Jul 2026

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Abstract

Beginning with the notion that short-form video sites represent key digital commerce destinations for food influencers in general, there is very little research explaining how specific persuasion cues lead to varying degrees of consumer engagement. Based upon the Elaboration Likelihood Model (ELM), Social [...] Read more.

Beginning with the notion that short-form video sites represent key digital commerce destinations for food influencers in general, there is very little research explaining how specific persuasion cues lead to varying degrees of consumer engagement. Based upon the Elaboration Likelihood Model (ELM), Social Proof theory and the COBRA framework, this study aims to understand whether argument quality as a central-route cue and perceived emotional appeal as a peripheral-route cue affect consumption, contribution, creation engagement behaviors. Additionally, the study will determine if perceived post popularity, a platform-generated social proof signal, affects these relationships. A survey was conducted of 386 users of short food influencer videos. PLS-SEM analysis was performed on the survey data. Results indicated that both argument quality and perceived emotional appeal positively influence all three engagement levels. Perceived emotional appeal exerts a stronger effect, particularly on higher-engagement behaviors. The moderating effects of perceived post popularity were limited and applied solely to contribution, where it weakened the positive relationship between argument quality and contribution but strengthened the positive relationship between perceived emotional appeal and contribution. This study builds upon existing knowledge of how consumers respond to food influencer content by exploring differences between types of engagement and integrating platform-generated signals within an ELM-based theoretical model. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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33 pages, 2668 KB

Open AccessArticle

Perception and Trust Construction in Rural Livestreaming E-Commerce: Evidence from Consumer Purchase Intention in Emerging Economies

by Miao Wang, Zixuan Zhou, Qingjun Chen, Delian Xu, Shiqun Yuan and Guangfan Sun

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 216; https://doi.org/10.3390/jtaer21070216 - 8 Jul 2026

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Abstract

Against the backdrop of the rapid development of digital marketing in emerging economies, livestreaming e-commerce provides a new pathway for products from resource-constrained regions to overcome geographical limitations and expand market channels. Existing studies have largely focused on the sales performance, platform models, [...] Read more.

Against the backdrop of the rapid development of digital marketing in emerging economies, livestreaming e-commerce provides a new pathway for products from resource-constrained regions to overcome geographical limitations and expand market channels. Existing studies have largely focused on the sales performance, platform models, or general determinants of purchase intention in livestreaming e-commerce, while insufficient attention has been paid to the formation mechanism of consumers’ purchase intention within livestreaming interactions. Drawing on the S-O-R model and interaction ritual chain theory, this study constructs a theoretical model of how rural livestreaming e-commerce influences consumer purchase intention. Specifically, live streaming scenario atmosphere, product packaging, anchor interaction, and consumer engagement are identified as key stimulus factors. This study examines how these factors influence purchase intention through affective perception, cultural perception, and consumer trust, and further investigates the moderating role of emotional energy. The results show that: (1) the four livestreaming interaction factors significantly enhance consumers’ affective perception and cultural perception; (2) affective perception and cultural perception each form a chain mediation path with consumer trust, playing an important transmission role between livestreaming stimuli and purchase intention; and (3) emotional energy strengthens the effects of certain livestreaming stimuli on consumers’ psychological perceptions. This study reveals the pathway of “livestreaming stimuli–affective/cultural perception–consumer trust–purchase intention,” and provides strategic implications for livestreaming marketing, local brand communication, and rural economic development. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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20 pages, 1501 KB

Open AccessArticle

Drivers of Consumer Engagement Towards Influencer Marketing: Empirical Evidence from Sponsored Video Campaigns

by Bo Yang and Xinmeng Wang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 212; https://doi.org/10.3390/jtaer21070212 - 4 Jul 2026

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Abstract

As video-based influencer marketing becomes central to digital brand communication, understanding what drives consumer engagement on interactive platforms is increasingly critical. This study examines how content and contextual features influence engagement behavior in influencer-sponsored videos on Bilibili. Drawing on the theory of conversation [...] Read more.

As video-based influencer marketing becomes central to digital brand communication, understanding what drives consumer engagement on interactive platforms is increasingly critical. This study examines how content and contextual features influence engagement behavior in influencer-sponsored videos on Bilibili. Drawing on the theory of conversation and the customer-perceived-value framework, we propose a four-part framework—Who (influencer characteristics), What (message content), How (presentation strategy), and When (timin g)—to explain engagement variation. Using a manually coded dataset of 457 sponsored videos, we find that hedonic appeal, comparative messaging, and message sidedness significantly enhance engagement, while signals of brand control, promotional incentives, and technical features (e.g., plug-ins, progress bars) have no significant effect. Notably, perceived expertise and posting during the platform’s “golden period” also do not affect engagement, underscoring the importance of relatability and content salience over authority or timing. By integrating message strategy with interactive design, this study advances marketing communication theory in digital contexts and offers practical insights for optimizing content strategy on social video platforms. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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21 pages, 1159 KB

Open AccessArticle

Cutting Edge or Crystal Clear? How Does the Supervisibility of Algorithm Throughput Influence the Coping Behaviors of Targeted Advertising Audiences?

by Lijun Chen, Rui Sun, Lele Fan and Lei Zhuang

J. Theor. Appl. Electron. Commer. Res. 2026, 21(6), 173; https://doi.org/10.3390/jtaer21060173 - 30 May 2026

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Abstract

The increasing complexity of artificial intelligence systems and algorithms can negatively affect individual attitudes and prompt them to adopt coping behaviors. Based on the technology threat avoidance theory, this study explores the mechanisms through which the supervisibility of recommendation algorithm throughput influences the [...] Read more.

The increasing complexity of artificial intelligence systems and algorithms can negatively affect individual attitudes and prompt them to adopt coping behaviors. Based on the technology threat avoidance theory, this study explores the mechanisms through which the supervisibility of recommendation algorithm throughput influences the coping behaviors of targeted advertising audiences using scenario-based online experiments conducted between August 2022 and January 2023. In particular, we examine the mediating effect of perceived threat and the moderating effects of privacy concerns and self-efficacy. The results reveal that perceived threat arising from the characteristics of recommendation algorithm throughput determines the possible coping behaviors of targeted advertising audiences. Moreover, perceived threat mediates the impact of the supervisibility of algorithm throughput on audiences’ coping behaviors. Furthermore, users’ privacy concerns and self-efficacy positively moderate the influence of the supervisibility of algorithm throughput on perceived threat and the relationship between perceived threat and audiences’ coping behaviors, respectively. The results help to explain the black box of the relationship between the characteristics of recommendation algorithms and audience responses from an algorithm throughput perspective. The findings offer implications for improving the effectiveness of personalized recommendations and provide a new perspective for studying the transparency of algorithmic recommendations in consumer behavior. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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28 pages, 713 KB

Open AccessArticle

Hedonic and Eudaimonic Well-Being Orientations as Drivers of Symbolic Gift Preferences in Online Gift Choice

by Nikola Draskovic, Tomislav Kristof and Romana Sabljic

J. Theor. Appl. Electron. Commer. Res. 2026, 21(5), 144; https://doi.org/10.3390/jtaer21050144 - 7 May 2026

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This study investigates whether consumers’ hedonic and eudaimonic well-being orientations predict symbolic gift preferences in an online gift-choice setting. Building on evidence that hedonic and eudaimonic motives are distinct yet can co-occur, the framework predicts that congruent orientation–gift links will be stronger than [...] Read more.

This study investigates whether consumers’ hedonic and eudaimonic well-being orientations predict symbolic gift preferences in an online gift-choice setting. Building on evidence that hedonic and eudaimonic motives are distinct yet can co-occur, the framework predicts that congruent orientation–gift links will be stronger than cross-domain spillovers when both orientations are modeled simultaneously. Data were collected via a cross-sectional online survey with an embedded simulated online store task in which participants evaluated ten pretested gift options (five relatively hedonic; five relatively eudaimonic) as potential gifts for a close other (n = 574). Stimuli were calibrated in a pilot pretest (n = 100) to ensure separation on a hedonic–eudaimonic continuum. Hypotheses were tested using PLS-SEM with reflective measures for orientations and composite/formative outcomes for gift preferences, using nonparametric bootstrapping (5000 resamples) for inference. Results support congruent effects: eudaimonic orientation predicts eudaimonic gift preference and hedonic orientation predicts hedonic gift preference, whereas cross-domain paths are weak. Comparative tests indicate a robust hedonic congruence advantage, whereas the eudaimonic congruence advantage is directionally consistent but not statistically stable under bootstrap resampling. Gender shows a strong main effect on hedonic gift preference, while income exhibits a small positive association with hedonic gift preference. Implications for digital gift discovery and recommendation interfaces are discussed. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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20 pages, 606 KB

Open AccessArticle

Building Brand Trust Through Influencers: The Mediating Role of Consumer Engagement

by Nada Sarkis, Nada Jabbour Al Maalouf, Ella Abou Jaoude and Tarek Azzi

J. Theor. Appl. Electron. Commer. Res. 2026, 21(4), 114; https://doi.org/10.3390/jtaer21040114 - 8 Apr 2026

Cited by 5 | Viewed by 4618

Abstract

Interactive digital commerce environments increasingly rely on influencers as algorithmically amplified intermediaries between brands and consumers. However, the process through which influencer attributes translate into brand trust remains theoretically underdeveloped. Drawing on Social Influence Theory and Source Credibility Theory, this study develops a [...] Read more.

Interactive digital commerce environments increasingly rely on influencers as algorithmically amplified intermediaries between brands and consumers. However, the process through which influencer attributes translate into brand trust remains theoretically underdeveloped. Drawing on Social Influence Theory and Source Credibility Theory, this study develops a process-based model in which consumer engagement operates as a psychological mechanism linking influencer characteristics, namely credibility, brand alignment, interactivity, and authenticity, to brand trust. Using survey data from 400 active social media users in Lebanon and partial least squares structural equation modeling (PLS-SEM), the findings reveal that all four influencer attributes significantly enhance consumer engagement, which in turn strongly predicts brand trust. Influencer–brand alignment emerges as the strongest driver of engagement, suggesting that value congruence functions as a heuristic cue in interactive digital commerce contexts. By conceptualizing engagement as a trust-internalization mechanism within platform-mediated environments, this study advances electronic commerce theory and provides context-sensitive insight into digital trust formation in emerging markets. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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21 pages, 4337 KB

Open AccessSystematic Review

The Impact of Social Media Marketing on Brand Loyalty in Nepal: Insights from Bibliometric and Survey Analysis

by Ramesh Shahi, Tej Bahadur Shahi, Bishnu Bahadur Khatri and Arjun Neupane

J. Theor. Appl. Electron. Commer. Res. 2026, 21(7), 220; https://doi.org/10.3390/jtaer21070220 - 9 Jul 2026

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Abstract

With the rapid growth of social media use in Nepal and their engagement with customers, understanding how these platforms support customer loyalty becomes essential for retail businesses. This study investigates the role of social media marketing in shaping brand loyalty among retail customers [...] Read more.

With the rapid growth of social media use in Nepal and their engagement with customers, understanding how these platforms support customer loyalty becomes essential for retail businesses. This study investigates the role of social media marketing in shaping brand loyalty among retail customers in Nepal through an integrated research design that combines systematic bibliometric and survey data analysis. The bibliometric findings suggest a clear progression in the literature, moving from a foundational emphasis on relationship marketing and loyalty theory toward a more integrated framework that incorporates social media engagement and, ultimately, measurable business outcomes. The quantitative results based on survey data conducted with 100 Nepalese consumers active on Facebook, Instagram, and TikTok show that effective social media strategies and the ability to address implementation difficulties significantly enhance brand loyalty. In contrast, the direct influence of customer trust is limited. The findings highlight the importance of tailored and interactive content, supported by appropriate digital practices, particularly in regions with developing infrastructure. This study offers practical recommendations to improve digital engagement, encourage retailers to collaborate with local influencers, respond to customer feedback, maintain transparency in messaging, and enhance digital capabilities to implement effective social media strategies. It also underscores the value of producing culturally relevant content that aligns with local interests and behaviours. Full article

(This article belongs to the Special Issue Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making)

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