Social media have progressed drastically in building successful consumer engagement both
in brand building and sustainable consumption. This paper is a review of the articles …

Nowadays, digital consumer engagement has proliferated like never before. Consumers can
now interact with a business, company, or brand through technology, making it easier for …

This study examines whether text characteristics in branded Facebook image posts
associate with consumer engagement and brand awareness. The examined text …

Despite social networks' prevalence and unlimited benefits, their adoption rates are still
unsatisfactory. This cross-country research aims to examine the impact of network externality …

Purpose The purpose of this study is to explore the comparative effects of mainstream
celebrities and social media influencers on consumer advocacy and relationship intentions …

Digital technologies have become critical to businesses for their engagement, sales, and
other marketing-related activities. However, despite massive attention over the last few …

Designing a digital marketing strategy that stimulates consumer engagement is vital and
challenging for digital marketers. Despite previous research on this topic, little is known …

The outbreak of COVID-19 has made the offline real economy suffer an unprecedented test,
and the online e-commerce livestreaming model, as a new marketing model, has been …

This investigation unearths the trait antecedents of intrinsic and extrinsic motivational drivers
and their consequences on attitude towards e-WOM of social mobile app users. Additionally …

Covid-19 has caused an economic recession, including uncertainty over the food and
beverage sector. One of the layers of business that is vulnerable to pandemic attacks is …