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 …

Purpose To understand how customer engagement has been researched in the last decade,
the purpose of this paper is to provide a systematic review of customer engagement …

This paper furthers our understanding of customer brand engagement through augmented
reality (AR) features on retailers' mobile applications. Due to the ubiquitous smartphone …

While many retailers have turned to omnichannel retailing to remain competitive, engaging
customers across channels has become one of the biggest challenges they face. Drawing …

Research addressing the micro-foundational theoretical entity of customer engagement (CE)
has proliferated in recent years. In parallel, the macro-foundational theory of service …

The advent of interactive digital platforms has led people to progressively interact on such
platforms, urging organizations to create online communities to engage customers with them …

Purpose This paper aims to explore the factors that influence Generation Y's positive or
negative electronic word-of-mouth (eWOM) behavior via social media and mobile …

Extant service research considers several aspects of customer participation (CP) but lacks a
clear and inclusive typology that delineates CP's domain, scope, or boundaries. To address …

The increasing use of social media has changed how firms engage their brands with
consumers in recent times. This triggered a need for this research to further our …

Purpose The purpose of this study is to operationalise and measure the effects of negative
customer engagement (CE) in conjunction with positive CE. Both valences are explored …