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PurposeThis study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.Design/methodology/approachThe 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.FindingsThe 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.Originality/valueWith 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–organism–response 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.

Attention on customer citizenship behavior (CCB) has increased markedly in recent years for both researchers and practitioners. However, existing research lacks deep understanding of the antecedents of CCB in social commerce, especially from the perspective of seller-consumer interaction relationships. Drawing on complexity theory, this study investigated the impacts of the causal configurations of three types of seller-consumer interaction relationships (experience of parasocial interaction (PSI), social interaction, and parasocial relationship (PSR)) on CCB in social commerce. To test this proposition, this study adopted fuzzy-set qualitative comparative analysis (fsQCA) on a sample of 380 experienced social commerce consumers. Our findings indicate that the combination of social interaction and PSR leads to a high CCB among social commerce consumers. Moreover, borrowing from social exchange theory, we further employed partial least squares structural equation modeling (PLS-SEM) to reanalyze the research data. The PLS-SEM results are consistent with the fsQCA results.