Luxury, historically an exclusive, rare and elitist phenomenon, is changing. This is
predominantly driven by technological developments, particularly social media, and the …

Gamification has been used by tourism organisations for marketing purposes to reinforce
customer engagement and to achieve brand awareness and loyalty. The current study …

Marketing managers strive to build branded experiences that both excite and engage their
customers in novel ways in order to enhance attitudes and encourage positive behaviors …

Traditionally, the production and distribution of advertising material has relied on human
effort and analog tools. However, technological innovations have given the advertising …

Purpose YouTube's vast and engaged user base makes it central to firms' digital marketing
effort. With extant studies focusing on viewers' post-view engagement behavior, however …

Consumer-brand engagement on social media is a widely studied research topic with high
relevance for marketing practitioners. However, the discipline is affected by a conceptual …

The present study attempts to examine how the various emotions expressed in customer
engagement content available on online product review videos reflect purchase intentions …

Purpose Organizations can benefit significantly from the growing capabilities of the internet.
As the Web facilitates purchasing and reduces the costs of marketing, companies can …

Purpose This study aims to examine in which circumstances consumer's self-congruity
moderates the indirect influence of consumer-based brand equity (mediating role) in the …

Sustainability is high on the strategic agenda and is here to stay. While some companies
have been sustainable since inception, others are repositioning themselves to be …