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Consumer engagement in social media brand communities: A literature review
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 …
engagement in social media brand communities. However, we lack a holistic understanding …
Artificial intelligence in interactive marketing: a conceptual framework and research agenda
Purpose Artificial intelligence (AI) is transforming consumers' experiences and how firms
identify, create, nurture and manage interactive marketing relationships. However, most …
identify, create, nurture and manage interactive marketing relationships. However, most …
Investigating the impact of social media images' value, consumer engagement, and involvement on eWOM of a tourism destination: A transmittal mediation approach
Tourism organizations use social media to promote their destinations and attract new
customers. However, there is a challenge in how tourism organizations can choose or create …
customers. However, there is a challenge in how tourism organizations can choose or create …
[HTML][HTML] How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective
R Zheng, Z Li, S Na - journal of retailing and consumer services, 2022 - Elsevier
In the emerging retail market, e-tailers operating in develo** economies have to cope with
the rapid use of the Internet, new electronic purchasing methods and online selling …
the rapid use of the Internet, new electronic purchasing methods and online selling …
Panic buying in the COVID-19 pandemic: A multi-country examination
The global crisis of COVID-19 pandemic has ravaged the world economy and healthcare,
igniting much fear, panic, and uncertainty among billions of people. As lockdowns being …
igniting much fear, panic, and uncertainty among billions of people. As lockdowns being …
Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda
Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …
portfolio of strategies, scant research has systematically consolidated and extended …
The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge
Purpose This paper investigates the impact of social-media marketing elements, namely
entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness …
entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness …
Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention
Purpose In spite of the increasing organic and interactive marketing activities over social
media, a general understanding of the source credibility of voluntary user-generated content …
media, a general understanding of the source credibility of voluntary user-generated content …
Power of social media marketing: how perceived value mediates the impact on restaurant followers' purchase intention, willingness to pay a premium price, and E …
The introduction of social media in the restaurant sector has changed the manner in which
customers communicate with businesses. Social media marketing activities (SMMAs), such …
customers communicate with businesses. Social media marketing activities (SMMAs), such …
Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing
This research utilizes big data in investigating the impact of a luxury brand's social media
marketing activities on customer engagement. In particular, applying the dual perspective of …
marketing activities on customer engagement. In particular, applying the dual perspective of …