Despite the significant strides made in the customer engagement literature, the need to
understand any marketing actor's engagement (vs. merely the customer's) is increasingly …

This paper develops a technology-centric perspective on consumer engagement in the
digital ecosystem. Focusing on engagement with brands on social media-based brand …

Purpose Drawing on service logic, the authors investigate how value cocreation leads to
evangelical brand-related behaviors (brand defense and brand advocacy). The authors …

This study addresses/examines how the conceptual structure of customer engagement in
the international context has changed since its emergence. These layers of analysis will …

The virtual assistants' market is drastically growing and is expected to reach $2.1 billion by
2020. Nonetheless, the quick expansion and high penetration of e-retailers' AI ecosystem …

Purpose While businesses seek to engage customers, their efforts are often met with varied
results, as some customers are more predisposed to engage than others. Understanding …

This research explores the creation of relational worth in an online social community through
the lens of social capital theory. Virtual structural embeddedness and relational …

We explore marketing activity at the micro level as it contributes to the co-creation of
sustainability and leads to transformational shifts towards sustainable futures. Utilising a …

Purpose Value co-creation (VCC) helps platforms establish competitive advantages. Unlike
their traditional counterparts, social attribute is a key concept of social e-commerce …

Purpose This paper aims to present the literature review on engagement in marketing,
specifically on the concept of actor engagement (AE), to identify the most influential …