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 …

The development of technology and social media offers the opportunity for social commerce
to emerge with new phenomena in the market. Numerous studies were addressed to gain …

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 …

Customer engagement is a key metric for gauging brands' social media success. Luxury
fashion brands increasingly use social media to connect with customers. This paper tests a …

Fundamental shifts in business-to-business (B2B) buying behavior make digital content
marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full …

Though customer engagement (CE) and customer experience (CX) are recognized as key
research priorities, empirically derived insight into their association with tourism customers' …

The development of the “metaverse” has created new opportunities for brands' crypto
marketing and metaverse commerce. Non-fungible tokens (NFTs) are blockchain-based …

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

With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to
understand how live-streaming contributes to sales. While prior studies mainly focused on …

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that
drive success of online brand engagement at different stages of the consumer purchase …