YouTube marketing: how marketers' video optimization practices influence video views
W Tafesse - Internet research, 2020 - emerald.com
Purpose YouTube's vast and engaged user base makes it central to firms' digital marketing
effort. With extant studies focusing on viewers' post-view engagement behavior, however …
effort. With extant studies focusing on viewers' post-view engagement behavior, however …
Brand love: the emotional bridge between experience and engagement, generation-M perspective
Purpose The purpose of this paper is to determine the impact on brand love of consumption
experience at the dimensional level and to determine whether brand love mediates between …
experience at the dimensional level and to determine whether brand love mediates between …
Transformation of metrics and analytics in retailing: The way forward
The retail industry is undergoing tremendous changes that are driven by technology,
changing consumer tastes, economic pressures, competition, stakeholder relationships …
changing consumer tastes, economic pressures, competition, stakeholder relationships …
Understanding customer engagement in family firms: A conceptual framework
The customer engagement (CE) concept has been presented to encourage active customer
contribution to the firm that can add value to both firms and customers. While this concept is …
contribution to the firm that can add value to both firms and customers. While this concept is …
Impact of interactive eReferral on tourists behavioral intentions
Purpose Despite recognizing the importance of eReferral in sha** tourists' behavioral
intentions, researchers have rarely explored its dynamics. In the recent years, interest in the …
intentions, researchers have rarely explored its dynamics. In the recent years, interest in the …
[HTML][HTML] Responsible stakeholder engagement marketing
By strategically cultivating customers' engagement, Customer Engagement Marketing (CEM)
boosts the firm's relationships with its customers. However, CEM's isolated customer focus …
boosts the firm's relationships with its customers. However, CEM's isolated customer focus …
[PDF][PDF] The effect of product category on customer motivation for customer engagement behaviour
K Zyminkowska, J Perek-Bialas… - International Journal of …, 2023 - ruj.uj.edu.pl
Recently, research on customer engagement behaviour (CEB) has rapidly developed.
However, comparative studies on the motivational drivers of CEB across different product …
However, comparative studies on the motivational drivers of CEB across different product …
The impact of shared value proposition on consumer engagement through a sense of brand community
J Lin, C Long, B Liu - International Journal of Consumer Studies, 2024 - Wiley Online Library
Creating shared value (CSV) literature has heralded enterprises generating economic
benefit while simultaneously adding value to society. Existing research predominantly …
benefit while simultaneously adding value to society. Existing research predominantly …
The effect of product category on customer motivation for customer engagement behaviour
Recently, research on customer engagement behaviour (CEB) has rapidly developed.
However, comparative studies on the motivational drivers of CEB across different product …
However, comparative studies on the motivational drivers of CEB across different product …
How ephemeral content marketing fosters brand love and customer engagement
KM Nguyen, NT Nguyen, TTX Pham… - Spanish Journal of …, 2025 - emerald.com
Purpose This study aims to explore how ephemeral content marketing enhances brand love
and customer engagement, with a focus on the mediating role of brand authenticity, self …
and customer engagement, with a focus on the mediating role of brand authenticity, self …