[HTML][HTML] Past, present, and future of customer engagement
Customer engagement (CE) is a marketing concept that emerged after the new millennium.
Despite flourishing interest on CE among marketing academics and professionals, no …
Despite flourishing interest on CE among marketing academics and professionals, no …
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 …
Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience
Social media has been playing an important role in marketing strategy. As a part of social
media, social networking sites (SNS) can be utilized by enterprises to create direct …
media, social networking sites (SNS) can be utilized by enterprises to create direct …
[HTML][HTML] Enhancing user engagement: The role of gamification in mobile apps
Organizations are increasingly making use of gamification to enhance users' engagement
with their mobile apps. However, more research into the mechanisms that facilitate user …
with their mobile apps. However, more research into the mechanisms that facilitate user …
[HTML][HTML] Building influencers' credibility on Instagram: Effects on followers' attitudes and behavioral responses toward the influencer
Collaborations between influencers and brands have become increasingly popular in recent
years. Previous research has mainly focused on influencer marketing as a commercial …
years. Previous research has mainly focused on influencer marketing as a commercial …
Customer engagement in social media: a framework and meta-analysis
This research examines customer engagement in social media (CESM) using a meta-
analytic model of 814 effect sizes across 97 studies involving 161,059 respondents …
analytic model of 814 effect sizes across 97 studies involving 161,059 respondents …
Boosting customers' impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness
With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to
understand how live-streaming contributes to sales. While prior studies mainly focused on …
understand how live-streaming contributes to sales. While prior studies mainly focused on …
Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation
Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable
effects on the company bottom line, yet it remains an over-labeled and under-theorized …
effects on the company bottom line, yet it remains an over-labeled and under-theorized …
The influence of brand awareness, brand image, and brand trust on brand loyalty
The aim of this research is to examine the positive influence of brand awareness, brand
image, and brand trust on brand loyalty. The coffee shop business in big cities in Indonesia …
image, and brand trust on brand loyalty. The coffee shop business in big cities in Indonesia …
Artificial Intelligence in FinTech: understanding robo-advisors adoption among customers
Purpose Considering the increasing impact of Artificial Intelligence (AI) on financial
technology (FinTech), the purpose of this paper is to propose a research framework to better …
technology (FinTech), the purpose of this paper is to propose a research framework to better …