Influencer marketing initiatives require firms to select and incentivize online influencers to
engage their followers on social media in an attempt to promote the firms' offerings …

This article develops a strategic framework for using artificial intelligence (AI) to engage
customers for different service benefits. This framework lays out guidelines of how to use …

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 …

Visual-based social media are growing exponentially and have become an integrated part
of the customer engagement strategy of many brands. Prior work points to the textual …

What are the effects of a brand's owned social media? This meta-analysis examines the
impact of owned social media on social media engagement and sales. Whereas the findings …

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 …

With the challenges presented by new media, shifting media patterns, and divided consumer
attention, the optimal integration of marketing communications takes on increasing …

The proliferation of social media platforms and corresponding consumer adoption in recent
years has precipitated a paradigm shift, significantly altering the ways customers engage …

Online firestorms pose severe threats to online brand communities. Any negative electronic
word of mouth (eWOM) has the potential to become an online firestorm, yet not every post …

With growing numbers of digital users, social media advertising becomes a vital marketing
channel for attracting and sustaining consumers. Drawing on the heuristic-systematic model …