Innovations in New Media: Shaping the Future of Interactive Marketing

Topic Information

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

Keywords

Participating Journals

Journal Name	Impact Factor	CiteScore	Launched Year	First Decision (median)	APC
Administrative Sciences admsci	3.1	5.6	2011	27.7 Days	CHF 1600	Submit
Businesses businesses	-	-	2021	33.8 Days	CHF 1000	Submit
Informatics informatics	2.8	8.4	2014	34.9 Days	CHF 1800	Submit
Journal of Theoretical and Applied Electronic Commerce Research jtaer	4.6	11.7	2006	33.1 Days	CHF 1400	Submit

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Published Papers (7 papers)

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27 pages, 1664 KB  

Open AccessArticle

Website Loading Animation and Perceived Waiting Time: The Role of Temporal Attention

by Bin Wang, Kai Si, Hussain Ali and Jiao Feng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 306; https://doi.org/10.3390/jtaer20040306 (registering DOI) - 3 Nov 2025

Abstract

The persistent challenge of designing digital interfaces that minimize users’ perceived waiting time remains critical for user satisfaction and conversion rates. This research integrates Attentional Gate Theory to investigate how loading animation type (static vs. dynamic) influences perceived waiting duration through temporal attention [...] Read more.

The persistent challenge of designing digital interfaces that minimize users’ perceived waiting time remains critical for user satisfaction and conversion rates. This research integrates Attentional Gate Theory to investigate how loading animation type (static vs. dynamic) influences perceived waiting duration through temporal attention focus, and examines moderating roles of task involvement and browsing goal orientation. Across four online experiments—Study 1 (N = 198, MTurk) tested the main effect of animation type; Study 2 (N = 411, Prolific) validated full mediation via temporal attention focus using PROCESS analysis; Study 3 (2 × 2 design, N = 400, Prolific) examined task involvement as a moderator; and Study 4 (2 × 2 design, N = 400, Prolific) explored hedonic versus utilitarian browsing goals—the dynamic animation consistently shortened perceived waiting time relative to static displays. Mediation analyses confirmed that reduced temporal attention focus fully explains this effect, which is amplified under low task involvement and hedonic browsing but attenuated when involvement is high or goals are utilitarian. Theoretically, this work extends Attentional Gate Theory to user experience design by uncovering cognitive processes underlying time perception during waits. Managerially, it offers evidence-based recommendations for tailoring loading animations to user context, ultimately enhancing satisfaction and reducing abandonment. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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26 pages, 1137 KB  

Open AccessArticle

“One Face, Many Roles”: The Role of Cognitive Load and Authenticity in Driving Short-Form Video Ads

by Yadi Feng, Bin Li, Yixuan Niu and Baolong Ma

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 272; https://doi.org/10.3390/jtaer20040272 - 3 Oct 2025

Viewed by 871

Abstract

Short-form video platforms have shifted advertising from standalone, time-bounded spots to feed-embedded, swipeable stimuli, creating a high-velocity processing context that can penalize casting complexity. We ask whether a “one face, many roles” casting strategy (a single actor playing multiple characters) outperforms multi-actor executions, [...] Read more.

Short-form video platforms have shifted advertising from standalone, time-bounded spots to feed-embedded, swipeable stimuli, creating a high-velocity processing context that can penalize casting complexity. We ask whether a “one face, many roles” casting strategy (a single actor playing multiple characters) outperforms multi-actor executions, and why. A two-phase pretest (N = 3500) calibrated a realistic ceiling for “multi-actor” casts, then four experiments (total N = 4513) tested mechanisms, boundary conditions, and alternatives. Study 1 (online and offline replications) shows that single-actor ads lower cognitive load and boost account evaluations and purchase intention. Study 2, a field experiment, demonstrates that Need for Closure amplifies these gains via reduced cognitive load. Study 3 documents brand-type congruence: one actor performs better for entertaining/exciting brands, whereas multi-actor suits professional/competence-oriented brands. Study 4 rules out cost-frugality and sympathy using a budget cue and a sequential alternative path (perceived cost constraint → sympathy). Across studies, a chain mediation holds: single-actor casting reduces cognitive load, which elevates brand authenticity and increases purchase intention; a simple mediation links cognitive load to account evaluations. Effects are robust across settings and participant gender. We theorize short-form advertising as a context-embedded persuasion episode that connects information-processing efficiency to authenticity inferences, and we derive practical guidance for talent selection and script design in short-form campaigns. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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41 pages, 724 KB  

Open AccessArticle

The Impact of Integrity-Related Factors on Consumer Shopping Intention. An Interactive Marketing Approach Based on Digital Integrity Model

by Nicoleta-Valentina Florea, Gabriel Croitoru and Aurelia-Aurora Diaconeasa

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 262; https://doi.org/10.3390/jtaer20040262 - 1 Oct 2025

Viewed by 867

Abstract

The purpose of this study is to examine the impact of integrity-related considerations, such as ethics, privacy, protection, security, and trust, on online consumer shopping intention within the interactive marketing environment. To achieve this, the research uses partial least squares structural equation modelling [...] Read more.

The purpose of this study is to examine the impact of integrity-related considerations, such as ethics, privacy, protection, security, and trust, on online consumer shopping intention within the interactive marketing environment. To achieve this, the research uses partial least squares structural equation modelling (PLS-SEM), analysing data from a sample of 260 respondents collected through an online survey. The findings reveal that protection is the most influential factor driving consumer buying intentions, followed by trust, ethics and security. Privacy, while significant, has a more moderate influence on consumer behaviour compared to other factors. The study makes a key theoretical contribution by advancing the understanding of how these constructs interact to shape consumer behaviour in the digital marketplace, particularly highlighting the importance of data protection and ethical practices. Practically, the research offers actionable recommendations for e-commerce businesses, based on building a digital integrity model, suggesting the focus on enhancing data security and ethical transparency to build consumer trust. Furthermore, the findings highlight the need for policymakers to strengthen data privacy regulations and harmonise international security standards in e-commerce. Future research should consider longitudinal studies and explore these dynamics in different regulatory environments. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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18 pages, 819 KB  

Open AccessArticle

The Impact of Mobile Advertising Cue Types on Consumer Response Behaviors: Evidence from a Field Experiment

by Yuan Li, Xiaoyu Deng and Banggang Wu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 244; https://doi.org/10.3390/jtaer20030244 - 5 Sep 2025

Viewed by 1079

Abstract

This study investigates how different mobile advertising cues (WOM, product, and price cues) affect consumer responses in terms of advertisement clicks and purchases. A large-scale field experiment was conducted on a mobile online learning platform with 45,000 users representing different customer life cycle [...] Read more.

This study investigates how different mobile advertising cues (WOM, product, and price cues) affect consumer responses in terms of advertisement clicks and purchases. A large-scale field experiment was conducted on a mobile online learning platform with 45,000 users representing different customer life cycle stages, in which users were randomly assigned to one of three mobile advertisement types. Behavioral data on clicks and purchases were collected, and the dual-system processing model was used to analyze mediating effects. Consumers were more likely to click on adverts featuring WOM and price cues than product cues, but less likely to purchase. Purchasing experience moderated this effect: experienced consumers showed higher purchase probabilities for WOM and price cues. Affective processing mediated click behavior, while cognitive processing mediated purchases. This study advances cue theory in the mobile context by identifying distinct psychological and behavioral mechanisms driving consumer engagement and conversion. It highlights the importance of tailoring mobile advert strategies based on cue type and user experience. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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27 pages, 2304 KB  

Open AccessArticle

“Sharing Is Bonding”: How Influencer Self-Disclosure Fuels Word-of-Mouth via Consumer Identification

by Xiaoxue Wang, Xin Chen, Miao Miao and Muhammad Khayyam

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 242; https://doi.org/10.3390/jtaer20030242 - 5 Sep 2025

Viewed by 1637

Abstract

The growing influence of social media personalities in shaping consumer behavior presents significant opportunities and challenges for marketers. This research integrates Social Identity Theory with the influencer marketing literature to investigate how influencer self-disclosure affects word-of-mouth intentions through consumer identification. Across four experiments [...] Read more.

The growing influence of social media personalities in shaping consumer behavior presents significant opportunities and challenges for marketers. This research integrates Social Identity Theory with the influencer marketing literature to investigate how influencer self-disclosure affects word-of-mouth intentions through consumer identification. Across four experiments (N = 1048), we demonstrate that high influencer self-disclosure consistently increases consumers’ word-of-mouth intentions compared to low self-disclosure. Consumer identification with the influencer mediates this relationship, providing a psychological mechanism through which personal narratives translate into advocacy behaviors. Furthermore, we identify two important boundary conditions: self-concept clarity moderates the relationship between self-disclosure and identification, with stronger effects for consumers experiencing identity uncertainty; and cultural collectivism orientation moderates the identification-to-WOM pathway, with collectivistic mindsets amplifying the translation of identification into advocacy. These findings contribute to both theory and practice by elucidating the psychological processes underlying influencer effectiveness and offer strategic guidance for optimizing influencer communication across diverse consumer segments and cultural contexts. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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18 pages, 335 KB  

Open AccessArticle

Digital Selves and Curated Choices: How Social Media Self-Presentation Enhances Consumers’ Experiential Consumption Preferences

by Yun Zou, Shengqi Zhang and Yong Wang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 238; https://doi.org/10.3390/jtaer20030238 - 3 Sep 2025

Viewed by 1382

Abstract

With the rise of e-commerce, mobile devices, and social media, consumers’ online social and shopping behaviors have become increasingly integrated, making social commerce a major force in the digital marketplace. In this context, consumer behaviors on social media can exert a profound influence [...] Read more.

With the rise of e-commerce, mobile devices, and social media, consumers’ online social and shopping behaviors have become increasingly integrated, making social commerce a major force in the digital marketplace. In this context, consumer behaviors on social media can exert a profound influence on purchase decisions. This research investigates the impact of social media self-presentation, a key social behavior on social media, on consumers’ preference for experiential consumption. Drawing on one survey study and one experimental study, the findings reveal that social media self-presentation significantly predicts a stronger preference for experiential consumption (e.g., travel) over material consumption (e.g., tangible goods), with this effect being particularly salient among female participants. Furthermore, self-concept clarity mediates this relationship: both positive and authentic self-presentation enhance individuals’ clarity of self-concept, which in turn promotes a greater inclination toward experiential purchases. These findings highlight the key role of social media behavior in shaping consumer behaviors. The results offer important theoretical and practical insights into consumer decision-making in digital contexts and guide platform design and personalized recommendation systems. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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24 pages, 1916 KB  

Open AccessArticle

Influence of Goal-Framing Type and Product Type on Consumer Decision-Making: Dual Evidence from Behavior and Eye Movement

by Siyuan Wei, Jing Gao, Taiyang Zhao and Shengliang Deng

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 237; https://doi.org/10.3390/jtaer20030237 - 3 Sep 2025

Viewed by 1314

Abstract

In today’s fierce market competition, enterprises must quickly attract consumers’ attention to products and prompt them to make purchases. Based on regulatory focus theory, this study examines the impact of the congruence between different types of goal framing in advertising (promotion vs. prevention) [...] Read more.

In today’s fierce market competition, enterprises must quickly attract consumers’ attention to products and prompt them to make purchases. Based on regulatory focus theory, this study examines the impact of the congruence between different types of goal framing in advertising (promotion vs. prevention) and product types (hedonic vs. utilitarian) on individual consumer decision-making, as well as the underlying psychological mechanisms. The findings are as follows: (1) A goal-framing effect was observed, such that individuals allocated more attention and exhibited higher purchase intentions toward products presented with promotion-framed advertising. (2) A matching effect between goal-framing type and product type was identified: promotion framing increased purchase intentions for hedonic products, whereas prevention framing increased purchase intentions for utilitarian products. (3) Processing fluency mediated the effect of goal–product matching on consumer decision-making. (4) The presence of time pressure amplified the goal-framing effect, leading to stronger preferences under promotion-framed advertisements, as reflected in both longer fixation durations and higher purchase intentions. By integrating regulatory focus theory with product type matching, this study leverages eye-tracking data to reveal the cognitive processes underlying consumer decision-making and the moderating role of time pressure on goal-framing effects. The findings enrich the motivational perspective in consumer behavior research and provide empirical guidance for designing differentiated advertising strategies and optimizing advertising copy. Full article

(This article belongs to the Topic Innovations in New Media: Shaping the Future of Interactive Marketing)

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