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 …
P Audy Martínek - Methodological innovations, 2021 - journals.sagepub.com
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 …
SR Agrawal, D Mittal - Journal of Retailing and Consumer Services, 2022 - Elsevier
The present study attempts to examine how the various emotions expressed in customer engagement content available on online product review videos reflect purchase intentions …
E Kemp, MD Porter III, NA Anaza… - Journal of Research in …, 2021 - emerald.com
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 …