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

The rapid adoption of social media technologies has resulted in a fundamental shift in the
way communication and collaboration take place. As staff and students use social media …

The purpose of this study is to understand the role of social media content on users'
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …

Live streaming has recently become a popular direct selling channel which offers small, self-
employed sellers unseen levels of consumer interaction and engagement. While the extant …

Purpose Organizations are investing heavily in social media yet have little understanding of
the effects of social media content on user engagement. This study aims to determine the …

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 …

Although live social commerce apps have emerged as a marketing channel recently, live
social commerce, as a relatively new phenomenon, has attracted little attention. The authors …

Using a six-dimension uses and gratifications (U&G) framework, we explore how social
media use motivations drive consumers' online brand-related activities (COBRAs …

Social media brand pages act as excellent means for engaging consumers. While most
sport clubs use social media such as Facebook to enhance fan engagement, extant …

Digital marketing innovation plays an important role in a company's performance. Since this
concept is quite new, there are not many empirical studies on the impact of marketing …