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 …

Influencer marketing initiatives require firms to select and incentivize online influencers to
engage their followers on social media in an attempt to promote the firms' offerings …

This research aims to examine consumers' green product purchasing intentions and
observe how social media marketing (SMM) and social media usage (SMU) actively …

Tourism organizations use social media to promote their destinations and attract new
customers. However, there is a challenge in how tourism organizations can choose or create …

The authors develop a three-stage framework for strategic marketing planning, incorporating
multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing …

The purpose of this study is to understand the role of social media content on users'
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …

Given the rapid proliferation of digital technology, social media has become a key digital
marketing strategy to promote business products, with the ultimate aim of maximising profits …

Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …

This article develops a strategic framework for using artificial intelligence (AI) to engage
customers for different service benefits. This framework lays out guidelines of how to use …