This study is the first to provide an integrated view on the body of knowledge of artificial
intelligence (AI) published in the marketing, consumer research, and psychology literature …

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 …

Social media has been playing an important role in marketing strategy. As a part of social
media, social networking sites (SNS) can be utilized by enterprises to create direct …

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 …

Drawing on the stimulus-organism-response (SOR) framework, a model is tested that
improves the understanding of customer loyalty toward social commerce websites. The …

Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …

Live streaming services (eg, Facebook Live), whereby video is broadcast in real time, have
been adopted by many small individual sellers as a direct selling tool. Drawing on literature …

Gamification has become a popular technique in marketing. Many companies believe that
gamification can potentially increase the engagement, awareness and loyalty of consumers …

Social media has become a norm for retailers seeking to engage actively with consumers.
There is growing evidence that some consumers choose not to engage with social media …

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as
business, marketing, tourism, gaming, human–computer interaction, and manufacturing …