Purpose In recent years, customer engagement (CE) with brands, which has been shown to
yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a …

Purpose Over the past decade, the term prosumption (denoting simultaneous consumption
and production) has exhibited a dramatic increase in frequency of use in publications in the …

As a powerful means of theory building, conceptual articles are increasingly called for in
marketing academia. However, researchers struggle to design and write non-empirical …

This paper furthers our understanding of customer brand engagement through augmented
reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone …

Artificially Intelligent (AI) voice assistants (VAs) are continuing to grow in popularity amongst
consumers. While in their infancy, several brands are now utilising VAs such as the Amazon …

In a landscape of growing online consumer/firm interactions, digital content marketing
(DCM) which aims to foster consumers' brand engagement and trust, is on the rise …

Considerable managerial and academic interest has made engagement a key priority in
marketing and service research, spurring a rapidly increasing body of literature on this topic …

Drawing on a service-dominant (SD) logic perspective, this study identifies key antecedents
and consequences of tourism customer engagement, which remain nebulous to date. We …

While insight into consumer brand engagement, experience, and identification is rapidly
developing, little remains known regarding the association of these, and related, concepts …

As new applications of artificial intelligence continue to emerge, there is an increasing
interest to explore how this type of technology can improve automated service interactions …