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The Journal of Interactive Marketing aims to identify issues and frame ideas associated with the rapidly expanding field of interactive marketing, which includes both online and offline topics related to the analysis, targeting and service of individual customers. We strive to publish leading-edge, high-quality and original research that presents results, methodologies, theories, concepts, models and applications on any aspect of interactive marketing. View full journal description

This journal is a member of the Committee on Publication Ethics (COPE).

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EXPRESS: Selling Together: a Signaling Perspective on Co-Livestreaming Effectiveness

  • Zhi Yang
  • Lixiang Zhang
  • Xia Cao
  • Hui Lu
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EXPRESS: Theory of Machine: Lay Beliefs About Algorithmic Data Processing Drive Recommendation Acceptance

  • Alcheikh Edmond Kozah
  • Ana Valenzuela
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EXPRESS: Prospecting vs. Retargeting: Insights from a Geography-Based Field Experiment

  • Jeffrey S. Larson
  • Jeffrey P. Dotson
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Managing Firm Social Media Communications Around Fast-Paced Product Launches

  • Olga Ungureanu
  • Rutger van Oest
  • Koen Pauwels
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Most read articles in this journal in the last 6 months.
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Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

  • Linda D. Hollebeek
  • Mark S. Glynn
  • Roderick J. Brodie
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Internet Meme Marketing over the Fad Cycle

  • Michael R. Ward
Open Access
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YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews

  • Valeria Penttinen
  • Robert Ciuchita
  • Martina Čaić
Open Access
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The Power of AI-Generated Voices: How Digital Vocal Tract Length Shapes Product Congruency and Ad Performance

  • Fotis Efthymiou
  • Christian Hildebrand
  • Emanuel de Bellis
  • William H. Hampton
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Most cited articles published in this journal in the last 3 years. These statistics are updated weekly using data sourced exclusively from CrossRef.
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The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior

  • Daisy Lee
  • Calvin Wan
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Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content

  • Olli Tyrväinen
  • Heikki Karjaluoto
  • Dandison Ukpabi
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Overcoming Consumer Resistance to AI in General Health Care

  • Piotr Gaczek
  • Rumen Pozharliev
  • Grzegorz Leszczyński
  • Marek Zieliński
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Articles with the highest Altmetric score from the last 3 months, indicating influence and impact.
Special Issue: Information Technologies and Consumers’ Well-Being
Special Issue: Examining the Unanticipated Consequences of Interactive Marketing
Special Issue: Emerging Perspectives on Marketing in a Multichannel and Multimedia Retailing Environment
Special Issue: Online Marketing Communications
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