Consumers are constantly seeking out new and memorable experiences. This study empirically examines how external factors, such as the characteristics of innovation (relative advantage, trialability, observability, low complexity, compatibility) and exterior store design, and internal factors...

In omnichannel retailing, interactivity is an essential feature of virtual environments. Given the prevalence of Instagram advertising among retail brands, a better understanding of the effect of its interactivity may offer a competitive advantage to retail brands. The S-O-R model guided...