With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

Luxury, historically an exclusive, rare and elitist phenomenon, is changing. This is
predominantly driven by technological developments, particularly social media, and the …

This research examines the relationship between social media marketing activities and
purchase intention mediated by trust and brand image to confirm the constructs with …

Mobile payment services have become increasingly important in daily lives in India due to
multiple planned and unplanned events. The objective of this study is to identify the …

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 …

The immense growth of the live streaming industry in the information age has made it a
popular and innovative form of information dissemination and entertainment for consumers …

Live video streaming has been a global economic and social phenomenon in recent years.
Many streaming platforms such as Twitch and YouTube Live have been founded and …

Increasing people are using mobile applications (apps) for information and activities related
to their travel and tourism. Therefore, customer engagement (customer attraction and …

Consumers can engage with brands online in a variety of ways, ranging from playing a
branded game to writing a review or viewing branded content. This work presents a …

Commentators and academics now refer to Higher Education as a market and the language
of the market frames and describes the sector. Considerable competition for students exists …