For electronic commerce (e-commerce) consumers, it is impossible to evaluate the quality of
the products on offer as they are unable to physically test them before purchase. Therefore …

This research formalises a new methodology to measure and analyse Destination Brand
Experience, improving upon traditional approaches by offering greater objectivity and rigour …

This research explores the role of strategic approaches in enhancing Small and Medium-
sized Enterprises'(SMEs) product brand equity in the digital era. It focuses on the integration …

Purpose AI-powered digital human avatar influencer (DHAI) is a digitally created character
with a human-like appearance and noteworthy social media presence. They mimic human …

A rising number of researchers have exhibited their efforts to analyse the effects of
personalized advertisements on conventional media channels, web pages and mobile …

Despite substantial research on the antecedents of the relationship between brand
experience and customer citizenship behavior, the effect of brand attachment remains a …

This study explores the effect of creating dedicated customer service (CS) accounts on
consumer engagement with brands' Main accounts on social media. Given the increasing …

Tujuan–Penelitian ini bertujuan untuk menguji dan menganalisis tentang TCV (Theory
Consumption Value) terhadap brand experience serta dampaknya terhadap pemilihan …

This study explores the effect of creating dedicated customer service (CS) accounts on
consumer engagement with the Main accounts for brands on social media. Given the …

Personalized advertising is an approach that aims to offer internet users a more relevant
advertising experience in digital advertising channels based on their personal data and in …