Editorial – What is an interactive marketing perspective and what are emerging research areas?
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Publisher
Emerald
Reference27 articles.
1. Al-Msallam, S., Xi, N. and Hamari, J. (2023), “Ethical considerations in gamified interactive marketing praxis”, in Wang, C. (Ed.), The Palgrave Handbook of Interactive Marketing, Springer International Publishing, pp. 963-985.
2. Bhutani, C. and Behl, A. (2023), “The dark side of gamification in interactive marketing”, in Wang, C. (Ed.), The Palgrave Handbook of Interactive Marketing, Springer International Publishing, pp. 939-962.
3. The future of interactive marketing;Harvard Business Review,1996
4. Interactivity's unanticipated consequences for marketers and marketing;Journal of Interactive Marketing,2009
5. Dineva, D. (2023), “Consumer incivility in virtual spaces: implications for interactive marketing research and practice”, in Wang, C. (Ed.), The Palgrave Handbook of Interactive Marketing, Spring Nature Publishing, pp. 917-937.
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2. Guest editorial: Cutting-edge research in social media and interactive marketing;Journal of Research in Interactive Marketing;2024-09-09
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4. Empowerment to commitment: how live-streaming atmosphere and relational bonds drive impulse consumption?;Journal of Research in Interactive Marketing;2024-08-20
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