{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,14]],"date-time":"2026-05-14T01:19:04Z","timestamp":1778721544455,"version":"3.51.4"},"reference-count":100,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2021,6,15]],"date-time":"2021-06-15T00:00:00Z","timestamp":1623715200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2022,6,6]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>This study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The authors adopt the partial least squares structural equation modeling (PLS-SEM) technique with a sample of 422 viewers of Danmu-enabled rec-vlogs to examine the proposed model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The DTFs positively affect consumer loyalty intentions through the mediation of social presence and immersion. Also, vlogger-product congruency significantly moderates the relationship between social presence and immersion.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>With the increasing popularity of vlogs, retailers have adopted the vlog as a new marketing channel to connect with consumers. Although a growing body of studies focuses on this phenomenon, little is known about how DTFs help to increase consumer loyalty toward using rec-vlogs as product information sources. Anchored on the stimulus\u2013organism\u2013response framework, this study investigates how pseudo-synchronicity, Danmu-content congruency and parallelism, three DTFs used in rec-vlogs, impact consumer experiences of social presence and immersion, eventually influence the consumers' loyalty intentions toward rec-vlogs. The authors also examine whether the effect of social presence on immersion is contingent on vlogger-product congruency. These findings have implications for both researchers and practitioners to understand the effect of DTFs in the context of rec-vlogs.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-01-2021-0008","type":"journal-article","created":{"date-parts":[[2021,6,12]],"date-time":"2021-06-12T01:03:02Z","timestamp":1623459782000},"page":"1193-1218","source":"Crossref","is-referenced-by-count":44,"title":["The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and 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