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 …

While consumer engagement (CE) in the context of artificially intelligent (AI‐based)
technologies (eg, chatbots, smart products, voice assistants, or autonomous cars) is gaining …

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 …

Though customer engagement (CE) and customer experience (CX) are recognized as key
research priorities, empirically derived insight into their association with tourism customers' …

Purpose This paper investigates the impact of social-media marketing elements, namely
entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness …

Purpose Enhancing consumer engagement in e-commerce live streaming is critical for e-
commerce operators to build relationships and create consumer loyalty. Using the stimulus …

In an age where online shop** permeates daily life, the cascading influences originating
from parasocial interactions play a pivotal role in steering consumers' purchase decisions …

Though prior research has addressed the role of virtual reality (VR) in tourism, the dynamics
and consequences characterizing tourists' VR-based brand engagement, which has grown …

The use of the internet and social media have changed consumer behavior and the ways in
which companies conduct their business. Social and digital marketing offers significant …

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 …