Customer engagement (CE) is a marketing concept of great importance and the rise of
social media has further amplified the importance of this concept. Yet, our understanding of …

With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

The influence of perceived social media marketing elements on consumer–brand engagement
and brand knowledge | Emerald Insight Books and journals Case studies Expert Briefings …

With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to
understand how live-streaming contributes to sales. While prior studies mainly focused on …

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 …

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 …

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 …

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 …

The study draws upon an existing conceptual model of customer engagement and examines
how customer and firm based factors are related to customer engagement with a focus on …

In the digital era, the offer of multiple shopping channels in the retail sector has been
improved, and customers are changing their shopping habits. For this reason, supermarkets …