Purpose In recent years, customer engagement (CE) with brands, which has been shown to
yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a …

The spread of social media platforms enhanced academic and professional debate on
social media engagement that attempted to better understand its theoretical foundations and …

Digital technologies have dramatically changed business practices and consumer buying
behavior. This study integrates artificial intelligence technology, consumer engagement on …

Consumer–brand relationships are witnessing a tremendous upheaval from the past few
years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that …

Purpose This study investigates the determinants of effective human and artificial
intelligence (AI) relationship-building strategies for brands. It explores the antecedents and …

In their quest for retaining or enhancing their overall brand equity, firms engage with their
customers. This study investigates if brand engagement blossoms in brand love and the …

Travellers increasingly use a combination of photographs, texts and hashtags to expressing
their attitude towards tourism destinations (TDs). Existing destination branding literature has …

Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …

Purpose Drawing on consumer brand relationship theory, this study aims to investigate
online brand engagement, brand trust and consumer brand identification as antecedents of …

Artificial intelligence (AI) is revolutionizing consumer–provider interactions by changing the
nature of online purchases. This study uses the social support theory to investigate …