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 …

Customer engagement (CE) is a marketing concept that emerged after the new millennium.
Despite flourishing interest on CE among marketing academics and professionals, no …

This study aims to investigate the interplay of visitor engagement, authenticity, and
destination image in driving revisit and electronic word of mouth (eWOM) intentions of …

Applying protection motivation theory, the purpose of this study is to investigate the effects of
social media on customer brand engagement (CBE) and their consequent impact on co …

Consumers increasingly interact with multimedia posts shared by peers on social media
(SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption …

Customer engagement has been recognized an essential determinant of brand loyalty.
However, the psychological mechanism of customer engagement has rarely received full …

Though customer engagement (CE) and experience are important research priorities,
empirically derived insight into these concepts and their associations remains scarce. We …

Despite the growing interest in digital influencers as a brand communication tool in recent
years, much remains to be explored to understand how they can build a bond with their …

Although the metaverse is still in the early stages of development and implementation, it has
the potential to revolutionize the way how businesses can interact with customers through …

Gamification has become a popular technique in marketing. Many companies believe that
gamification can potentially increase the engagement, awareness and loyalty of consumers …