Purpose Customer engagement (CE) as a domain of research started gaining impetus when
it became apparent that it can be a key driver of a firm's performance, competitive advantage …

The conversational human voice (CHV) is an extensively studied and adopted
communication style in online brand communication. However, in previous research the way …

Emoticons are pictorial/textual depictions of facial expressions used in marketing
communications. Little is known about how customers interpret positive or negative …

Computer-mediated communication allows people to communicate across several contexts
(eg, friends, professional settings) by using video-based or text-based channels. In the latter …

Brands are increasingly using emoji in their computer‐mediated communication (CMC).
However, research on how consumers perceive such use, and the determinants of those …

Purpose This study aims to analyze the most effective type of emoji for deriving positive
marketing results by determining whether the relationship between brand attitude, brand …

Emojis, or pictographs that supplement or replace written language, have become
ubiquitous in contemporary communication, including emoji marketing. Drawing on insights …

As brands become more media-like with branded content, media, and social media, and
consumer technology continue to converge and media services expand to multiple platforms …

Emojis are being increasingly used in different types of communications, including in
advertising campaigns. One emoji, the smiley face, has been an important part of …

The goal of building a theory of customer brand engagement can be recognized in the
sustained research efforts in this area. Three studies were conducted to highlight the …