Owing to interactivity: a meta-analysis on consumer-brand responses in the digital context

PurposeInteractivity is the key to developing digital branding. However, existing research on brand interactivity outcomes is inconsistent and fragmented, lacking a systematic empirical exploration of its effects on consumer responses in the digital context.Design/methodology/approachDrawing upon the cognition-affection-conation (CAC) framework as our theoretical compass, a meta-analysis was conducted to synthesize and analyze empirical evidence from 144 samples involving 57,952 participants to assess how and when digital brand interactivity influences consumers’ multilevel responses.FindingsOur narrative unfolds with digital brand interactivity as the catalyst, fostering positive consumer behaviors – brand loyalty and purchase intention – through a sequential dance of cognitive mindset shifts (brand experience, engagement and attitude) and affective resonance (trust and emotional attachment). A moderation analysis adds depth, revealing stronger effects in B2C settings for lesser-known brands with hedonic interaction content and among individuals with a collectivist orientation.Practical implicationsOur findings serve as a roadmap for targeted digital marketing strategies, guiding brands, consumers and contextual aspects to optimize the performance of digital branding by harnessing the full potential of digital interactivity.Originality/valueThis study introduces a framework combining CAC and brand-consumer psychology to understand how interactivity affects consumer responses in digital contexts. It delves into dynamic shifts moderated by brand characteristics, consumer traits and contextual factors, offering a holistic view of digital branding’s impact on interactive marketing.