000120151 001__ 120151
000120151 005__ 20241125101124.0
000120151 0247_ $$2doi$$a10.1108/APJML-02-2022-0091
000120151 0248_ $$2sideral$$a130834
000120151 037__ $$aART-2023-130834
000120151 041__ $$aeng
000120151 100__ $$0(orcid)0000-0001-8900-1701$$aHerrando, C.$$uUniversidad de Zaragoza
000120151 245__ $$aEmotional responses in online social interactions: the mediating role of flow
000120151 260__ $$c2023
000120151 5060_ $$aAccess copy available to the general public$$fUnrestricted
000120151 5203_ $$aPurpose: Drawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is mediated by the state of flow. Design/methodology/approach: This research entails a neurophysiological experiment combined with a survey-based study. This study analyzes, first, participants' heart rate variability through the parasympathetic and sympathetic indexes during five different activities, and, second, the mediating effect of flow through a structural equation model. Findings: This study contributes to research on the role of flow in interactive marketing. The findings reveal that flow state is associated with less stressful activities, such as navigating highly interactive websites and playing online games. This research confirms the mediating effect of flow between interactivity and purchase intention. Originality/value: This paper contributes to interactive marketing and flow theory by combining traditional methods with a peripheral physiological technique that draws on neuroscience. In addition, it confirms the positive but indirect effect of interactivity on purchase intention in online contexts.
000120151 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group$$9info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00
000120151 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc$$uhttp://creativecommons.org/licenses/by-nc/3.0/es/
000120151 590__ $$a3.9$$b2023
000120151 591__ $$aBUSINESS$$b100 / 304 = 0.329$$c2023$$dQ2$$eT1
000120151 594__ $$a7.9$$b2023
000120151 592__ $$a0.961$$b2023
000120151 593__ $$aBusiness and International Management$$c2023$$dQ1
000120151 593__ $$aStrategy and Management$$c2023$$dQ2
000120151 593__ $$aMarketing$$c2023$$dQ2
000120151 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000120151 700__ $$0(orcid)0000-0001-7805-3354$$aJiménez Martínez, J.$$uUniversidad de Zaragoza
000120151 700__ $$0(orcid)0000-0002-8491-594X$$aMartín de Hoyos, M. J.$$uUniversidad de Zaragoza
000120151 700__ $$aAsakawa, K.
000120151 700__ $$aYana, K.
000120151 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000120151 773__ $$g35, 7 (2023), 1599-1617$$pAsia Pac. j. mark. log.$$tAsia Pacific Journal of Marketing and Logistics$$x1355-5855
000120151 8564_ $$s1043723$$uhttps://zaguan.unizar.es/record/120151/files/texto_completo.pdf$$yPostprint
000120151 8564_ $$s1987095$$uhttps://zaguan.unizar.es/record/120151/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000120151 909CO $$ooai:zaguan.unizar.es:120151$$particulos$$pdriver
000120151 951__ $$a2024-11-22-11:57:18
000120151 980__ $$aARTICLE