For the last twenty-five years customer experiences have been considered to be a key
concept in marketing management, consumer behaviour, services marketing and retailing …

Purpose–The purpose of this paper is to review the academic literature on relationship
marketing (RM), conduct a content analysis of the same for the purpose of classification and …

The proliferation of social media platforms and corresponding consumer adoption in recent
years has precipitated a paradigm shift, significantly altering the ways customers engage …

Purpose–This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

" Services Marketing is well known for its authoritative presentation and strong instructor
support. The new 6th edition continues to deliver on this promise. Contemporary Services …

Purpose–This paper aims to explore what factors motivate consumers to engage in co-
creation innovation activities. The authors propose that motivations differ across types of …

Purpose–The present study aims to examine how business-to-business (B2B) marketers
can influence content creation in social media. Social media tools are becoming an …

Artificial intelligence (AI) is rapidly reconstructing consumer experiences with brands in
recent years. However, there have been the unsettled debates on whether humans react to …

Developing a personal brand in the social media world is now a rapidly growing trend.
Existing literature examines how companies can utilize social media to build their brands …

Video game streaming (VGS) has attracted hundreds of millions of viewers all over the world
to not only watch but also participate in a variety of VGS activities, such as interacting with …