Every aspect of human activities has been influenced by social media, but how this influence
is affecting individual decision making in different context had not been studied yet. This …

Customer engagement (CE) is an emerging perspective that provides a holistic view of the
ways in which customers' interactive experiences with organizations create value for both …

The power of livestreaming commerce to rake in billions of revenues within hours has thrust
this nascent commercial model into the global spotlight; that said, despite the prevalence of …

The purpose of this research is to examine the underlying mechanisms through which social
media influencers'(SMI) content characteristics (information, design, and technology quality …

The purpose of this study is to understand the role of social media content on users'
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …

Purpose The purpose of this paper was to explore the uses and gratifications sought by the
primary target market (pre-adolescent and adolescent groups) of a new social media site …

Purpose The outbreak of the Coronavirus (COVID-19) pandemic and its preventative social
distancing measures have led to a dramatic increase in subscriptions to paid streaming …

The unprecedented interactivity of social media has empowered social media influencers to
develop close relationships with their followers, and such relationships carry important …

Virtual influencers have become increasingly prevalent because of technological
advancements and the fact that they offer benefits similar to human influencers. Studies …

Customer engagement behaviour has emerged as an influential concept in marketing and
refers to customers' behavioural manifestation towards a firm originating from motivational …