Although phygital is overly used across businesses, the construct lacks an academic
conceptualization. The existing studies define the concept in regards to the marketing …

Business dynamics are also found in the digital economy, forcing the development of new
business models to achieve strategic marketing excellence. It was verified that half of the …

In the context of the new Digital Economy, defined by the massive dissemination of
information and commercial content on the Internet and by the new relationship rules …

Purpose In an era where companies shift a part of their marketing budget to support their
social media presence, very little is known about the antecedents and effects of participant …

Purpose This study aims to use empowerment theory to examine the relationship between a
user's engagement type (active or passive) and psychological empowerment (intrapersonal …

Positive electronic word-of-mouth (eWOM) is critical for ensuring brand engagement.
Customer brand engagement (CBE) leads to eWOM creating a conjointed phenomenon …

Purpose The rapid adoption of social media has resulted in a fundamental shift in the way
communication and collaboration take place. While social media is recognized as an …

Consumers can exchange real-time brand opinions through social media, hence requiring
brands' urgent attention. Therefore, can customer sentiments expressed in social media …

Purpose In continuation of Soylemez (2021), this study utilized equity theory and
investigated how personal factors (personality traits) and community factors (ownership) …

The use of mobile payments has become a public interest during the current spread of the
coronavirus. The use of mobile payments prevents society from touching the payment …