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 …

Purpose To understand how customer engagement has been researched in the last decade,
the purpose of this paper is to provide a systematic review of customer engagement …

This paper furthers our understanding of customer brand engagement through augmented
reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone …

While many retailers have turned to omnichannel retailing to remain competitive, engaging
customers across channels has become one of the biggest challenges they face. Drawing …

Research addressing the micro-foundational theoretical entity of customer engagement (CE)
has proliferated in recent years. In parallel, the macro-foundational theory of service …

The advent of interactive digital platforms has led people to progressively interact on such
platforms, urging organizations to create online communities to engage customers with them …

Purpose In an era where complex technological advances increasingly govern service
delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer …

Purpose This paper aims to explore the factors that influence Generation Y's positive or
negative electronic word-of-mouth (eWOM) behavior via social media and mobile …

The social behavioral perspective is under-researched in the extant literature. This hinders
the holistic understanding of social media brand engagement. This study examines the …

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 …