Editorial: Demonstrating contributions through storytelling

JRIM frequently received manuscripts that are mainly data-driven, which start with a few general questions (e.g. What factors influence the credibility of virtual influencers?) or a proposed model (e.g. antecedents and consequences of livestreaming effectiveness) but without specific objectives or novel hypotheses derived from theoretical conceptualizations. Such studies often answer those questions based on whatever is reported from survey data or statistical results but do not tell anything new or insightful information besides simple facts or obvious correlations among variables. An academic paper if only presents data or a model showing intuitive and common sense is mostly likely to receive a rejection…