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 …

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

Consumers increasingly interact with multimedia posts shared by peers on social media
(SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption …

This study investigates the antecedents and outcomes of consumer engagement through AR
apps and suggests a new conceptual model. The purpose of the paper is to examine how …

Customer engagement has been recognized an essential determinant of brand loyalty.
However, the psychological mechanism of customer engagement has rarely received full …

Purpose This paper investigates the impact of social-media marketing elements, namely
entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness …

The purpose of this quantitative-deductive paper is to explore the link amongst customer
satisfaction and engagement on social media on repurchase intention in the hospitality …

In a landscape of growing online consumer/firm interactions, digital content marketing
(DCM) which aims to foster consumers' brand engagement and trust, is on the rise …

Though prior research has addressed the role of virtual reality (VR) in tourism, the dynamics
and consequences characterizing tourists' VR-based brand engagement, which has grown …

Effective interactions are essential for retail brands to progressively nudge consumers
towards purchase. While social media provides the platform for brands to directly connect …