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 …

Digital technologies have dramatically changed business practices and consumer buying
behavior. This study integrates artificial intelligence technology, consumer engagement on …

Digital transformation requires hospitality and tourism organizations to build and sustain
digital business capabilities such as digital customer engagement, digital customer …

We present an integrative review of existing marketing research on mobile apps, clarifying
and expanding what is known around how apps shape customer experiences and value …

Abstract Social Media Influencers (SMIs) are micro‐celebrities with large followings on
social media platforms who engage consumers and hold the potential to promote customer …

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

Despite the demonstrated importance of customer sentiment in social media for outcomes
such as purchase behavior and of firms' increasing use of customer engagement initiatives …

Effective interactions are essential for retail brands to progressively nudge consumers
towards purchase. While social media provides the platform for brands to directly connect …

Purpose The first research objective is to understand the role of digital [artificial intelligence
(AI)] technologies on user engagement and conversion that has resulted in high online …