Customer engagement (CE) is a marketing concept that emerged after the new millennium.
Despite flourishing interest on CE among marketing academics and professionals, no …

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 …

Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and …

The purpose of this study is to understand the role of social media content on users'
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …

Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …

In this study, we highlight the need and develop a framework for customer engagement (CE)
by reviewing the marketing literature and analyzing popular press articles. By understanding …

Live streaming services (eg, Facebook Live), whereby video is broadcast in real time, have
been adopted by many small individual sellers as a direct selling tool. Drawing on literature …

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 …

In today's highly dynamic and interactive business environment, the role of “customer
engagement”(CE) in cocreating customer experience and value is receiving increasing …

Despite the extensive use of the term “engagement” in the context of brand communities, the
theoretical meaning and foundations underlying this term remain underexplored in the …