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

With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

Digitalization is a powerful engine for economic growth in the world. In 2018, digitally
transformed firms represented 13.5 billion US dollars of global GDP and, towards the end of …

Though customer engagement (CE) and experience are important research priorities,
empirically derived insight into these concepts and their associations remains scarce. We …

Gamification has become a popular technique in marketing. Many companies believe that
gamification can potentially increase the engagement, awareness and loyalty of consumers …

Tourism destinations are increasingly offering experiential services to promote the
development of their competitive advantage. This research investigates the effects of …

With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer
brand engagement (CBE), which focuses on the consumer's investment in their brand …

Purpose In recent years, customer engagement (CE) with brands, which has been shown to
yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a …

Scholars and practitioners have long acknowledged the importance of offering superior
service quality in creating long-term bonds between customers and their brands. However …

While the customer experience (CX) concept has rapidly gained traction in recent years, its
effect on customer brand commitment and loyalty remains tenuous. Moreover, while …