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 …

Every aspect of human activities has been influenced by social media, but how this influence
is affecting individual decision making in different context had not been studied yet. This …

Customer engagement is a key metric for gauging brands' social media success. Luxury
fashion brands increasingly use social media to connect with customers. This paper tests a …

Artificial intelligence (AI) continues to transform firm-customer interactions. However, current
AI marketing agents are often perceived as cold and uncaring and can be poor substitutes …

Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …

In the rapidly advancing age of Generative AI, Large Language Models (LLMs) such as
ChatGPT stand at the forefront of disrupting marketing practice and research. This paper …

The widespread use of social media as a marketing tool during the last decade has been
responsible for attracting a significant volume of academic research, which, however, can be …

Customer engagement has been recognized an essential determinant of brand loyalty.
However, the psychological mechanism of customer engagement has rarely received full …

Technological advances have resulted in a hyperconnected world, requiring a
reassessment of branding research from the perspectives of firms, consumers, and society …

This study examines the effects of content characteristics (ie, informational and emotional
characteristics), language, and nonverbal information on social media engagement (SME; …