In today's highly dynamic and interactive business environment, the role of “customer
engagement”(CE) in cocreating customer experience and value is receiving increasing …

Brand love has received increasing attention given its potential to enhance customer
engagement, brand advocacy, commitment and loyalty. Despite its relevance, few studies …

The rapid growth of online purchasing in recent years has emphasized the accompanying
role of home delivery service provided by delivery personnel in ensuring customer …

Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …

This study was commenced in order to examine the impact that both perceived usefulness
and perceived ease-of-use had toward consumers' loyalty within the computer industry in …

Companies increasingly leverage Instagram as a channel for brand management, consumer
services, and social commerce. This study addresses the dynamics of interaction among …

Despite the increasing interest in celebrity influencers as a marketing communication tool,
much remains to be explored to understand how influencer credibility combined with brand …

The aim of this research was to empirical examine the influence of brand trust, perceived
value on brand preference, and purchase intention for branded phones. The samples were …

In an ever more transparent, digitalized, and connected environment, customers are
increasingly pressuring brands to embrace genuine corporate social responsibility (CSR) …

Purpose This study aims to empirically analyze the effects of marketing communications,
such as advertisement/promotion and social network service (SNS) content, on consumer …