摘要在社交商务诞生之前， 因为在线渠道缺乏人性化和社会化线索以及客户参与不足等原因
制约了电子商务的发展。 本研究旨在探讨顾客参与直播营销对消费者购买意愿的影响 …

The emergence of social commerce has brought substantial changes to both businesses
and consumers. Hence, understanding consumer behavior in the context of social …

This study aims to provide a comprehensive and systematic review of antecedent,
consequence, and intervention factors of tourists' engagement in the ecotourism context …

Considering the increased interest in the role that a brand's social media marketing activities
(SMMA) play in providing better experiences, the current study examines associations …

Mobile payment services have become increasingly important in daily lives in India due to
multiple planned and unplanned events. The objective of this study is to identify the …

The current research is concerned with identifying and testing the role of three main
predictors: consumer involvement, consumer participation, and self-expressive brand on the …

Companies are increasingly relying on social media brand communities to interact with
consumers and achieve business values. Thus, it is essential to understand how companies …

Artificial intelligence (AI) permeates in service organisations as a tool to enhance
operational efficiency and improve customer experience. Reports show that most consumers …

The presence of brands on social networking sites is raising the competitive bar and
providing opportunities for consumers to experience products and services. In this sense, it …

This study aims at understanding the role of customer engagement in writing online reviews
by shoppers with specific focus on mobile devices for shopping. Mobile devices are …