More than 4 billion unique users are now using different social media platforms. This
provides firms with a new avenue to connect and converse with their targeted customers in a …

Despite the demonstrated importance of customer sentiment in social media for outcomes
such as purchase behavior and of firms' increasing use of customer engagement initiatives …

Purpose Social live-streaming services are an emerging form of social media that is gaining
in popularity among researchers and practitioners. By facilitating real-time interactions …

Purpose This paper aims to uncover the drivers of consumer-brand engagement on
Facebook, understood here as users' behavioral responses in the form of clicks, likes …

Purpose Although the consumption of luxury brands is significantly on the rise in emerging
markets, a significant impetus is needed to boost their growth to achieve desired revenues …

Given the increasing competition to attract new customers, e-commerce providers (ie, e-
tailers) are being urged to optimize their website onboarding journeys. Design mechanisms …

This study aims to investigate the effects of nonverbal information, verbal information, and
content characteristics on social media engagement (ie, likes and comments). The dataset …

1. Behemoths in e-commerce: The emergence of powerful, dominating e-retailers such as
Amazon, Alibaba, and JD. com have fundamentally altered customers' expectations for …

Engaging customers online through effective customer experience design is critical, as
practitioners and researchers agree that engaged customers contribute value to firms …

Brands' communications on owned media commonly are managed by social media
marketing teams, although some brands have embraced a practice known as social media …