Social media have progressed drastically in building successful consumer engagement both
in brand building and sustainable consumption. This paper is a review of the articles …

Nowadays, digital consumer engagement has proliferated like never before. Consumers can
now interact with a business, company, or brand through technology, making it easier for …

This study examines whether text characteristics in branded Facebook image posts
associate with consumer engagement and brand awareness. The examined text …

Purpose This article explores how firms' unresponsiveness to Black customer feedback
influences Black (vs. White) customers' perceived firm-based discrimination and brand …

Despite social networks' prevalence and unlimited benefits, their adoption rates are still
unsatisfactory. This cross-country research aims to examine the impact of network externality …

Celebrity endorsers and social media influencers for leveraging consumer advocacy and
relationship intentions – a multivariate mediation analysis | Emerald Insight Books and journals …

Purpose With the development of social media, live-streaming has become an
indispensable marketing activity for firms, especially in China. From the initial cooperation …

Digital technologies have become critical to businesses for their engagement, sales, and
other marketing-related activities. However, despite massive attention over the last few …

Companies increasingly use social media influencers to engage with consumers and to
promote their products. However, despite growing research interest in these parasocial …

Designing a digital marketing strategy that stimulates consumer engagement is vital and
challenging for digital marketers. Despite previous research on this topic, little is known …