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 …

El compromiso del cliente es uno de los temas que más despierta el interés de los
profesionales y académicos del marketing en la actualidad. Por tanto, este artículo pretende …

The main aim of this paper was to investigate the effect of four features of social media
marketing on the purchase decision of consumers in the fast-food industry. It also aimed to …

The metaverse connects the physical and digital worlds to improve the consumer
experience, but little is known about how consumers respond to branded virtual worlds in …

Value co-creation has emerged as a critical challenge for fashion brands in the age of social
media. Despite its importance, scholars have not adequately explored the role of social …

Purpose This research aims to explore the impact of social media marketing (SMM) activities
on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand …

The arrival of augmented reality (AR) on social networks in the form of filters is generating
new user experiences. Despite their potential as interactive marketing tools, previous …

Purpose This study explores some central questions related to the connections between
social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the …

Social media marketing (SMM) is a new field that involves the marketing of goods, services,
information, and ideas via online networks and social media. Drawing on the stimulus …

This study examines the effects of content characteristics (ie, informational and emotional
characteristics), language, and nonverbal information on social media engagement (SME; …