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 …

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

In the emerging retail market, e-tailers operating in developing economies have to cope with
the rapid use of the Internet, new electronic purchasing methods and online selling …

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 …

Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …

The metaverse connects the physical and digital worlds to improve the consumer
experience, but little is known about how consumers respond to branded virtual worlds in …

This research examines customer engagement in social media (CESM) using a meta-
analytic model of 814 effect sizes across 97 studies involving 161,059 respondents …

This article explores the role of artificial intelligence (AI) in aiding personalized engagement
marketing—an approach to create, communicate, and deliver personalized offerings to …

During the past quarter-century, digital technologies-based innovations for creating,
communicating, and delivering products of value to customers have significantly risen in …

Purpose Enhancing consumer engagement in e-commerce live streaming is critical for e-
commerce operators to build relationships and create consumer loyalty. Using the stimulus …