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 …

Digitalization is a powerful engine for economic growth in the world. In 2018, digitally
transformed firms represented 13.5 billion US dollars of global GDP and, towards the end of …

Driven by data proliferation, digital technologies have transformed the marketing landscape.
In parallel, significant privacy concerns have shaken consumer–firm relationships …

Augmented Reality (AR) has received increased attention over the last years, both from
managers and scholars alike. Various studies in the marketing discipline have tackled …

Tourism organizations use social media to promote their destinations and attract new
customers. However, there is a challenge in how tourism organizations can choose or create …

Digital technologies have dramatically changed business practices and consumer buying
behavior. This study integrates artificial intelligence technology, consumer engagement on …

Purpose In recent years, customer engagement (CE) with brands, which has been shown to
yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a …

To acquire a competitive edge in today's dynamic economic environment, organizations
must alter their digital marketing strategies. This study examines the idea of digital marketing …

The purpose of this quantitative-deductive paper is to explore the link amongst customer
satisfaction and engagement on social media on repurchase intention in the hospitality …

What are the effects of a brand's owned social media? This meta-analysis examines the
impact of owned social media on social media engagement and sales. Whereas the findings …