120151 20260306152056.0 doi 10.1108/APJML-02-2022-0091 sideral 130834 ART-2023-130834 eng Herrando, C. Universidad de Zaragoza (orcid)0000-0002-2653-2473 Emotional responses in online social interactions: the mediating role of flow 2023 Access copy available to the general public Unrestricted Purpose: 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. info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00 info:eu-repo/semantics/openAccess by-nc https://creativecommons.org/licenses/by-nc/4.0/deed.es 3.9 2023 BUSINESS 100 / 304 = 0.329 2023 Q2 T1 0.961 2023 Business and International Management 2023 Q1 Strategy and Management 2023 Q2 Marketing 2023 Q2 7.9 2023 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Jiménez Martínez, J. Universidad de Zaragoza (orcid)0000-0001-7805-3354 Martín de Hoyos, M. J. Universidad de Zaragoza (orcid)0000-0002-8491-594X Asakawa, K. Yana, K. 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 35, 7 (2023), 1599-1617 Asia Pac. j. mark. log. Asia Pacific Journal of Marketing and Logistics 1355-5855 1043723 http://zaguan.unizar.es/record/120151/files/texto_completo.pdf Postprint 1987095 http://zaguan.unizar.es/record/120151/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:120151 articulos driver 2026-03-06-15:18:38 ARTICLE