Customer engagement (CE) is a marketing concept of great importance and the rise of
social media has further amplified the importance of this concept. Yet, our understanding of …

Purpose Artificial intelligence (AI) has a significant impact on value co-creation (VCC).
However, a study providing a comprehensive summary of the current state of the art and …

Purpose This paper investigates the impact of social-media marketing elements, namely
entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness …

Linking social media marketing efforts with customer brand engagement in driving brand loyalty
| Emerald Insight Books and journals Case studies Expert Briefings Open Access Publish with …

The aim of this study was to understand how omnichannel integration quality affects
customer loyalty through customer engagement and relationship program receptiveness …

With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer
brand engagement (CBE), which focuses on the consumer's investment in their brand …

Firms recognize the increasing potential of digital services to enhance customer
engagement behaviors. Drawing on customer engagement and user gratification theory, two …

The current research is concerned with identifying and testing the role of three main
predictors: consumer involvement, consumer participation, and self-expressive brand on the …

Purpose This study explores central questions related to the connections between brand
interactivity and involvement on brand-related outcomes (brand trust and loyalty) through …

Consumer ethics continues to draw the attention of academicians and practitioners as a
significant economic and social issue globally. Consumer ethics refers to moral principles …