With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

Given the growing role of brands as relationship partners and relationship facilitators and
the pre-eminence of the online environment for consumers, this article contributes to the …

The purpose of this study is to understand the role of social media content on users'
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …

This study explores the effects of gender stereotypes on evaluating artificial intelligence (AI)
recommendations. We predict that gender stereotypes will affect human-AI interactions …

Purpose The purpose of this paper is to develop a comprehensive model representing the
relationships among service quality, customer satisfaction, trust and loyalty in a retail …

This paper examines the antecedents of branding co-creation that include social networking
sites'(SNSs) participation motivations, customer participation, brand trust and brand loyalty …

Purpose This study aims to empirically analyze the effects of marketing communications,
such as advertisement/promotion and social network service (SNS) content, on consumer …

Purpose–This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

The exponential growth of online brand communities has created a platform where
empowered consumers can share knowledge and experiences and participate in …

Brand communities and social media often overlap. Social media is an ideal environment for
building brand communities. However, there is limited research about the benefits and …