Customer engagement (CE) is a marketing concept of great importance and the rise of
social media has further amplified the importance of this concept. Yet, our understanding of …

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 …

Given the rise in influencer marketing on social media, this paper explores how homophily
between influencers and their audiences affects customer value co-creation behaviour …

Despite the growing interest in digital influencers as a brand communication tool in recent
years, much remains to be explored to understand how they can build a bond with their …

Customers engaging with brands on social media is critical to social media managers;
however, there is still a lack of in-depth studies on the drivers of consumers' engagement …

Voice shop** is becoming increasingly popular among consumers due to the ubiquitous
presence of artificial intelligence (AI)-based voice assistants in our daily lives. This study …

As new applications of artificial intelligence continue to emerge, there is an increasing
interest to explore how this type of technology can improve automated service interactions …

This study develops and examines a proposed conceptual model of customer engagement
(CE) with brand social media pages (BSMPs) in the hospitality context. Based on limitations …

This article investigates individual-level antecedents and relational outcomes of social
media engagement. Social media engagement approached in this study is a three …

Customer is considered as the king in the world of business. The issue of customer
satisfaction in electronics home appliances has received greater attention from academics …