The esports market has been growing exponentially has been growing exponentially with
much interest from industry and academia. Perhaps because of this growth, there is a lack of …

Customer engagement (CE) is an emerging perspective that provides a holistic view of the
ways in which customers' interactive experiences with organizations create value for both …

Gamification has been used by tourism organisations for marketing purposes to reinforce
customer engagement and to achieve brand awareness and loyalty. The current study …

Although social media-based brand equity has become a vital area of interest for brand
managers, insights into its destination-based dynamics and applications remain scarce …

As sustainability draws increasing attention due to the COVID‐19 pandemic, interest in the
green supply chain has likewise substantially increased. The present study contributes …

Purpose This study aims to investigate the influence of brand relationship quality and
consumer community identification on consumer engagement. This study also examines the …

This study aims to propose and test a conceptual model identifying playful-consumption
experiences (ie, role-projection, fantasy, escapism, enjoyment, sensory experiences …

In online gaming, pop-up ads are effective advertising strategies with a high conversion rate.
Businesses are actively using pop-up ads in online games for advertising. However …

Prior research primarily considers consumers' hedonic gaming experience, defined as an
individual's level of pleasure, emotional gratification, and enjoyment from playing a …

Purpose The purpose of this study is to present a conceptual model where consumer
electronic sports (eSports) engagement (CeSE) acts a predictor for gamers' online …