Innovations in New Media: Shaping the Future of Interactive Marketing

Dear Colleagues,

As the digital landscape continues to evolve, new media technologies are playing a crucial role in transforming interactive marketing (Peltier et al., 2024; Wang, 2024). From social media platforms and video-streaming services to podcasts and interactive websites, new media has revolutionized the way businesses communicate with consumers (Huang et al., 2023; Wang, 2023). These innovations provide unique opportunities for brands to engage with their audiences in more dynamic and personalized ways, fundamentally reshaping the field of interactive marketing (Chong et al., 2024; Ryu, 2024). The rapid advancement of new media technologies has created a complex and interconnected marketing ecosystem. Businesses must now navigate a multitude of channels and touchpoints to effectively reach their target audiences (Krishen et al., 2021; Moliner and Tortosa-Edo, 2024; Rodríguez-Torrico et al., 2024). This complexity has driven the need for more sophisticated marketing strategies and tools, as well as a deeper understanding of consumer behavior in the digital age (Zadeh et al., 2023). In this context, interactive marketing has evolved from basic online advertising and social media engagement to a more comprehensive approach that includes content marketing, influencer collaborations, gamification, and real-time data analytics (Kim and Kim, 2023; Stough and Graham, 2024; Zhang et al., 2024). New media has enabled marketers to create more immersive and engaging experiences, leveraging technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) to enhance consumer interaction and satisfaction (Qu and Baek, 2024; Zhu et al., 2024).

This Topic aims to explore the latest innovations in new media and their impact on interactive marketing. We invite researchers and practitioners to submit cutting-edge conceptual and empirical studies that offer fresh insights, innovative theories, and practical applications (Wang, 2025). As new media technologies continue to advance, ongoing research is essential to understand their implications for interactive marketing strategies and practices. Our goal is to provide a comprehensive overview of how new media innovations are shaping the future of interactive marketing and to identify opportunities and challenges for businesses in this rapidly changing environment. Potential topics include, but are not limited to:

• The Role of Social Media Platforms in Interactive Marketing;
• Video Streaming Services as Marketing Tools;
• Podcasts and Their Influence on Brand Engagement;
• Interactive Websites and Consumer Experience;
• Augmented Reality in Marketing Campaigns;
• Virtual Reality for Immersive Brand Experiences;
• AI-Driven Personalization in New Media Marketing;
• The Impact of Influencer Collaborations on Consumer Behavior;
• Gamification Techniques in Interactive Marketing;
• Real-Time Data Analytics for Marketing Optimization;
• Cross-Platform Marketing Strategies in New Media;
• Ethical Considerations in New Media Marketing;
• Consumer Privacy and Data Security in the Digital Age;
• Sustainable Practices in New Media Marketing;
• The Future of Content Marketing with New Media;
• Leveraging User-Generated Content in Interactive Marketing;
• The Influence of Mobile Apps on Consumer Engagement;
• Virtual Influencers and Their Role in Marketing;
• The Integration of Blockchain in New Media Marketing;
• Trends in Social Commerce and Interactive Shopping Experiences.

References

Chong, S.-E., Ng, S.-I., Basha, N.K. and Lim, X.-J. (2024). Social commerce in the social media age: Understanding how interactive commerce enhancements navigate app continuance intention. Journal of Research in Interactive Marketing, 18(5), 865-899.

Huang, Z., Zhu, Y., Hao, A. and Deng, J. (2023). How social presence influences consumer purchase intention in live video commerce: The mediating role of immersive experience and the moderating role of positive emotions. Journal of Research in Interactive Marketing, 17(4), 493-509

Kim, J. and Kim, M. (2023). Using personalization for cause-related marketing beyond compassion fade on social media. Journal of Research in Interactive Marketing, 17(2), 299-316.

Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131, 183-195.

Moliner, M.A. and Tortosa-Edo, V. (2024). Multirooming: generating e-satisfaction throughout omnichannel consumer journey design and online customer experience. Journal of Research in Interactive Marketing, 18(3), 349-369.

Peltier, J.W., Dahl, A.J., Drury, L. and Khan, T. (2024). Cutting-edge research in social media and interactive marketing: a review and research agenda. Journal of Research in Interactive Marketing, 18(5), 900-944.

Qu, Y. and Baek, E. (2024). Let virtual creatures stay virtual: Tactics to increase trust in virtual influencers", Journal of Research in Interactive Marketing, 18(1),  91-108.

Rodríguez-Torrico, P., San José Cabezudo, R., San-Martín, S. and Trabold Apadula, L. (2023). Let it flow: The role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing. Journal of Research in Interactive Marketing,  17(1), 1-18.

Ryu, S. (2024), “From pixels to engagement: examining the impact of image resolution in cause-related marketing on Instagram”, Journal of Research in Interactive Marketing, 18 (4), 709-730.

Salem, S.F., Alanadoly, A.B. and Sulaiman, M.A.B.A. (2024). Immersive gaming in the fashion arena: an investigation of brand coolness and its mediating role on brand equity. Journal of Research in Interactive Marketing, 18(4), 529-548.

Stough, R. and Graham, C. (2024). Physical or digital media: the mediating role of psychological ownership. Journal of Research in Interactive Marketing, 18(3), 370-390.

Wang, C. L. (2023), Interactive Marketing is the New Normal. In Wang, C.L. (ed.), The Palgrave Handbook of Interactive Marketing, Springer-Nature International Publishing. pp. 1-12

Wang, C. L. (2024). Editorial–What is an interactive marketing perspective and what are emerging research areas?. Journal of Research in Interactive Marketing, 18(2), 161-165.

Wang, C. L. (2025). Demonstrating contributions through storytelling. Journal of Research in Interactive Marketing, 19(1), 1-5.

Zadeh, A.H., Farhang, M., Zolfagharian, M. and Hofacker, C.F. (2023). Predicting value cocreation behavior in social media via integrating uses and gratifications paradigm and theory of planned behavior. Journal of Research in Interactive Marketing, 17(2),. 195-214.

Zhang, X., Zhao, Z. and Wang, K. (2024). The effects of live comments and advertisements on social media engagement: Application to short-form online video. Journal of Research in Interactive Marketing, 18(3), 485-505.

Zhu, J., Jiang, Y., Wang, Y., Yang, Q. and Li, W. (2024). Richness and dynamics: How to improve virtual reality tourism adoption with virtual social clues", Journal of Research in Interactive Marketing, 18(1), 142-158.

Prof. Dr. Chenglu Wang
Dr. Hongfei Liu
Dr. Morgan Yang
Dr. Qing Ye
Dr. Yunjia Chi
Topic Editors