With the prevalence of social media, a great deal of research has examined consumer
engagement in social media brand communities. However, we lack a holistic understanding …

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

Purpose Brands are investing heavily in content marketing within digital communication
channels, yet there is limited understanding of the effectiveness of this content on consumer …

This paper develops a technology-centric perspective on consumer engagement in the
digital ecosystem. Focusing on engagement with brands on social media-based brand …

Purpose Drawing on the service-dominant logic and the institutional theory, this paper aims
to explore the value-creating mechanisms of branding in the destination context and the …

Consumer brand engagement (CBE) has attracted significant attention amongst academics
and practitioners; yet, myriad conceptualizations and operationalizations exist. This research …

Purpose This study aims to explore the antecedents and outcomes of brand community
engagement (BCE) in the context of social media-based brand communities (SMBCs) …

Purpose The purpose of this study is to examine how consumer-brand engagement on
social networking sites (SNS) is an outcome of the message orientation/vividness …

Purpose The purpose of this study is to analyse the brand communication on social media
(SM) made by two-and three-starred restaurants and the customer reaction in terms of …

This paper revisits conceptual and operational consumer brand engagement (CBE)
definitions from the consumer behavior and marketing literature, with the objective of …