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

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 …

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 …

This research aims to investigate the impact of social media marketing activities (SMMa) on
brand loyalty directly and through mediating variables community engagement and …

The presence of brands on social networking sites is raising the competitive bar and
providing opportunities for consumers to experience products and services. In this sense, it …

Purpose The purpose of this paper is to examine the impact of perceived social media
marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e …

Scholars and practitioners have long acknowledged the importance of offering superior
service quality in creating long-term bonds between customers and their brands. However …

Purpose Emojis are quickly becoming a popular new language in social media and
marketing. The capability to express emotions and make message understanding easier is …

The internet has changed the nature of shop** in the past two decades, which has
supported the proliferation of e-commerce sites and thus shop** has shifted to e …