摘要在社交商务诞生之前， 因为在线渠道缺乏人性化和社会化线索以及客户参与不足等原因
制约了电子商务的发展。 本研究旨在探讨顾客参与直播营销对消费者购买意愿的影响 …

Research has revealed service industries' benefits from customer trust including positive
effects on commitment, loyalty, sales effectiveness, and collaborative, cooperative, and …

The purpose of this paper is to consolidate published research on customer engagement
(CE), and building on that, to further develop a set of integrated CE elements that fit the …

Purpose Marketing researchers have usually studied consumers' attachment to brands from
an emotional bonding perspective. However, the purpose of this study is to show that …

This study examined the influence of trust dimensions on customer engagement, and the
resultant impact of customer engagement on customer loyalty in the context of life insurance …

The study investigates how corporate social responsibility (CSR) impacts customer
engagement and the mediating role of customer-brand identification and customer …

The objective of this study was to examine the theoretical predictions of the pecking order
theory and the trade-off theory to establish which of the two competing theories better …

Due to the rising appeal of travel, as well as the appearance of low-cost carriers that fly to
both popular and exotic destinations, people nowadays tend to book their accommodation …

Trust is an essential factor in online and offline transactions. However, the role of customer
trust has received limited attention in the home-sharing economy. Drawing on the revised …

This study examines the linkage between service quality, customer satisfaction, and
customer engagement in Indian public sector banks. The study explored the mediating role …