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 …

In the last two decades customer citizenship behavior (CCB) has attracted considerable
attention. This systematic review maps what we already know about CCB. The study …

In this age of technology, consumers have become comfortable shopping with their mobile
devices. In light of this growing trend, the branded app market has grown steadily …

Digital technologies have enriched various consumer shopping patterns across multiple
contexts and channels. Smartphones, as the most daily dependent device, have altered and …

Purpose Social media advertising (SMA) has become overly critical in the interactive
marketing research field. This paper aimed to construct a research architecture model and to …

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 …

Purpose Social commerce (s-commerce) offers community-based platforms that facilitate
customer-to-customer interactions and the development of customers' social shopping …

We focus on political marketing and conduct a systematic literature review of journal articles
exploring political marketing on social media. The systematic literature review delineates the …

Purpose Wine producers and marketing professionals increasingly recognize the
significance of online wine reviews. Emotions have long been acknowledged as influential …

The extant literature on the use of social media marketing for recruiting higher education
students has an unstructured nature. To address this gap, this paper introduces a novel …