This study presents an empirical test of an integrative framework based on the Unified
Theory of Acceptance and Use of Technology, capturing what drives salesperson social …

Despite the growing literature on consumer participation on social media, little is known
about customer experiences of social media interactions with brands and the subsequent …

Purpose The purpose of this study is to address the issue of customer engagement faced by
the hospitality industry. By employing the Stimulus–Organism–Response (SOR) model and …

In this paper, we quantify the impact of COVID-19 on customer purchase behaviors–
customer acquisition, retention, ordering, and spending–within the restaurant food delivery …

Objective: The objective of the article is to investigate the impact of social media content on
engagement and customer equity. The moderating role of the customer relationship is also …

Social media is a crucial tool for companies to reach their customers as additional touch
point and build brand awareness, but effectively using these platforms to engage with …

The aim of this research was to examine the parallel mediating effect of social media and
relationship quality between relationship marketing and customer loyalty. A series of …

Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …

The presence of social media affects the marketing strategies for all businesses. This study
aimed to formulate a social media marketing model for SMEs during the Covid-19 pandemic …

The present context of digitalized business era reshapes marketing promotional strategies
whilst social media plays a pivotal role within. Empirical investigations found clarifying how …