Customer engagement (CE) is a marketing concept of great importance and the rise of
social media has further amplified the importance of this concept. Yet, our understanding of …

The innovative technologies emerged with the industrial revolution “Industry 4.0” as well as
the new ones on the way of advanced digitalization enable delivering enhanced, value …

Drawing upon the source credibility theory, interactivity theory, gratification-opportunities,
with the overarching theory of belief-attitude-behavioral chain, this study investigates the …

Customer engagement is a key metric for gauging brands' social media success. Luxury
fashion brands increasingly use social media to connect with customers. This paper tests a …

Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …

The aim of this study is to explore social media marketing activities (SMMAs) and their
impact on consumer intentions (continuance, participate, and purchase). This study also …

Short-form video has attracted users' attention and been widely adopted for entertainment.
Recently, short-form video has also been used for advertising. However, how short-form …

Interactivity, which is a key characteristic of the live streaming commerce environment,
fosters users' active attitudes and behaviors in communications and transactions. However …

Purpose This paper investigates the impact of social-media marketing elements, namely
entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness …

Purpose The first research objective is to understand the role of digital [artificial intelligence
(AI)] technologies on user engagement and conversion that has resulted in high online …