The outbreak of COVID-19 has made the offline real economy suffer an unprecedented test,
and the online e-commerce livestreaming model, as a new marketing model, has been …

Purpose The purpose of this study is threefold, which is as follows: investigate the mediating
effect of brand fan page attractiveness on the relationship between user gratifications and …

How can managers design and manage excellent customer experiences that will develop
long-term relationships with their customers? This book addresses this key question and …

This study is a comprehensive retrospective bibliometric and topic modelling analysis of
customer engagement within the metaverse. We carefully investigated a sample of 409 …

The interest of researchers and practitioners in e-Word-of-Mouth has accelerated with the
rise of social media platforms. In the last decade it became more apparent that customers …