Omni-channel retailing is a popular strategy in a new retailing era when digitalization, social
media, big data and other emerging technologies (eg, Artificial Intelligence (AI), virtual reality …

Enabled by the proliferation of new marketing channels, customers can utilize and compare
marketing mix–related information across channels in a direct manner, which entails a more …

The metaverse connects the physical and digital worlds to improve the consumer
experience, but little is known about how consumers respond to branded virtual worlds in …

Purpose The purpose of this paper is threefold: first, to study the influence of self-brand
image congruity and value congruity on consumer engagement in online brand communities …

The proliferation of the Internet and other technological innovations has transformed the
structure of the tourism industry as well as affected how tourism destinations are perceived …

The authors propose a conceptual framework to explain whether and under what firm-level
conditions cross-channel integration impacts firm sales growth. To test the theory, the …

Despite positive attitudes towards augmented reality (AR) technology and the rich consumer
experience that the technology offers, AR technology adoption and usage to enhance the …

With the development and evaluation of information technology, virtual reality technology
provides opportunities to offer an immersive and interactive experience for supplementing …

Digitalization in the health care sector has led to growth of communication channels and
customer touchpoints within these channels. In this context, omnichannel integration quality …

Providing a distinctive brand experience is critical to differentiate each hotel brand from
others, due to the intangible characteristics of the hotel industry. Rooted in congruity theory …