Customer engagement (CE) is a marketing concept that emerged after the new millennium.
Despite flourishing interest on CE among marketing academics and professionals, no …

We propose metaverse as a medium for customer brand active engagement and for
stimulating the purchase intentions towards a brand in real world. The participants recruited …

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 …

In an age where online shop** permeates daily life, the cascading influences originating
from parasocial interactions play a pivotal role in steering consumers' purchase decisions …

To acquire a competitive edge in today's dynamic economic environment, organizations
must alter their digital marketing strategies. This study examines the idea of digital marketing …

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

Nowadays, digital consumer engagement has proliferated like never before. Consumers can
now interact with a business, company, or brand through technology, making it easier for …

Purpose This paper aims to investigate how banking websites can activate customer
engagement (CE) to consequently enhance customer trust and retention …

The purpose of this study is to examine the antecedents and outcomes of consumer
experience (CX) with mobile banking (m-banking) apps. To understand the linkage of CX …

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