Research offers some indication that the online customers' shopping experience (OCSE)
can be a strong predictor of online impulsive buying behavior, but there is not much …

Gamification—the use of game elements in non-game contexts—is gaining interest among
researchers and practitioners. How gamification enhances user engagement, though …

With keen competition in the online game industry, game developers and publishers are
finding new ways to induce players' to spend money on subscriptions and virtual items. As …

Purpose The purpose of this paper is to close the gap between the theoretical nature of
existing contributions in customer engagement value (CEV) and its need to practically …

The use of game design elements to foster user engagement in non-game contexts, such as
marketing, education, training, and healthcare, is rapidly gaining interest. Despite the …

Purpose This study aims to identify the key drivers of consumer engagement in e-commerce
among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued …

As COVID-19 persists, a new normal has emerged in our lives and consumption patterns.
The rapid rise in demand for online consumption without physical contact is a prime …

One outcome of the digitised retail environment is the emergence of consumer-to-consumer
(C2C) electronic commerce. Existing research has extensively addressed C2C commerce in …

Purpose Consumer-to-consumer (C2C) electronic commerce (e-commerce) is shaping
contemporary retailing. Despite the fact that a large amount of C2C e-commerce is …

Intense competition among e-marketplaces drives companies to find creative ways to attract
and keep customers. One of the approaches is by increasing customer engagement in the …