Managing brands in the social media environment
The dynamic, ubiquitous, and often real-time interaction enabled by social media
significantly changes the landscape for brand management. A deep understanding of this …
significantly changes the landscape for brand management. A deep understanding of this …
What we know and don't know about online word-of-mouth: A review and synthesis of the literature
Electronic word-of mouth (eWOM) has attracted considerable interest from researchers in
the past decade. Although the extant research has helped us to develop a good …
the past decade. Although the extant research has helped us to develop a good …
Shop** in the digital world: Examining customer engagement through augmented reality mobile applications
This paper furthers our understanding of customer brand engagement through augmented
reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone …
reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone …
Engaging and retaining customers with AI and employee service
Artificial intelligence (AI) permeates in service organisations as a tool to enhance
operational efficiency and improve customer experience. Reports show that most consumers …
operational efficiency and improve customer experience. Reports show that most consumers …
Social media metrics—A framework and guidelines for managing social media
Social media are becoming ubiquitous and need to be managed like all other forms of
media that organizations employ to meet their goals. However, social media are …
media that organizations employ to meet their goals. However, social media are …
Managing brands and customer engagement in online brand communities
Purpose–Given the dramatic technology‐led changes that continue to take place in the
marketplace, researchers and practitioners alike are keen to understand the emergence and …
marketplace, researchers and practitioners alike are keen to understand the emergence and …
[HTML][HTML] Brand communities embedded in social networks
ME Zaglia - Journal of business research, 2013 - Elsevier
Brand communities represent highly valuable marketing, innovation management, and
customer relationship management tools. However, applying successful marketing …
customer relationship management tools. However, applying successful marketing …
Customer participation in services: domain, scope, and boundaries
Extant service research considers several aspects of customer participation (CP) but lacks a
clear and inclusive typology that delineates CP's domain, scope, or boundaries. To address …
clear and inclusive typology that delineates CP's domain, scope, or boundaries. To address …
The effect of customers' social media participation on customer visit frequency and profitability: an empirical investigation
In this study we examine the effect of customers' participation in a firm's social media efforts
on the intensity of the relationship between the firm and its customers as captured by …
on the intensity of the relationship between the firm and its customers as captured by …
Examining online social brand engagement: A social presence theory perspective
The increasing use of social media has changed how firms engage their brands with
consumers in recent times. This triggered a need for this research to further our …
consumers in recent times. This triggered a need for this research to further our …