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

Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …

The infusion of circular economy (CE) principles into supply chain management has
garnered significant attention from both scholars and industry professionals. Quality …

Purpose Consumers nowadays are no longer bystanders in the process of production but
are proactive collaborators with the power to co-create value with brands. This study aims to …

Purpose Despite the burgeoning popularity of virtual gifting in live streaming, research lacks
an in-depth understanding of the drivers behind this behavior. Using para-social relationship …

Purpose This study investigates the role of social media brand posts on customer response
and whether said impacts foster engagement in brand co-creation behaviors, especially in …

Purpose The study aims to understand how corporate social responsibility (CSR) and
happiness are used together in various research studies to serve the ultimate goal of …

Purpose The continuous impact of the pandemic and the downturn of the global economy
have brought new challenges to the tourism industry. In this context, effectively attracting …

Creating brand posts that stimulate customer interaction in online communities is both vital
and challenging to marketing managers. Using social communication process theoretical …

Research on the branding of small‐and medium‐sized enterprises (SMEs), known as SME
branding, has garnered substantial interest over the past two decades. Although …