As part of their customer engagement (CE) marketing, firms use different platforms to interact
with customers, in ways that go beyond purchases. Task-based CE strategies call for …

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that
drive success of online brand engagement at different stages of the consumer purchase …

Customer engagement behaviour has emerged as an influential concept in marketing and
refers to customers' behavioural manifestation towards a firm originating from motivational …

In the last few years, many service organisations have been exploring the use of Generative
Artificial Intelligence (GAI) tools for their businesses and upgrading their existing processes …

Purpose YouTube's vast and engaged user base makes it central to firms' digital marketing
effort. With extant studies focusing on viewers' post-view engagement behavior, however …

The academic discourse surrounding tourism's interdisciplinary approach has long piqued
the interest of the scholarly community. More recently, attention has pivoted towards the …

As omnichannel retailing is still in its infancy, a better understanding of the consumer
journey within this context is needed. Utilizing the activity theory, we identified omnichannel …

Purpose The purpose of this study is to operationalise and measure the effects of negative
customer engagement (CE) in conjunction with positive CE. Both valences are explored …

Purpose It is empirically proven that enhanced engagement with a focal medium motivates a
consumer to post electronic word-of-mouth (eWOM). However, what has not been explored …

Purpose Considering brand ownership as a cause of concern, this paper aims to propose a
conceptual model portraying brand engagement as a function of members' brand …