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 …

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 research examines customer engagement in social media (CESM) using a meta-
analytic model of 814 effect sizes across 97 studies involving 161,059 respondents …

This work examines the determinants of the success of influencer marketing on the youth-
focused TikTok, the fastest growing social network. It analyses the effects of influencers' …

The purpose of this study is to understand the role of social media content on users'
engagement behavior. More specifically, we investigate:(i) the direct effects of format and …

The influence of perceived social media marketing elements on consumer–brand engagement
and brand knowledge | Emerald Insight Books and journals Case studies Expert Briefings …

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 …

Live streaming services (eg, Facebook Live), whereby video is broadcast in real time, have
been adopted by many small individual sellers as a direct selling tool. Drawing on literature …

Customer engagement behaviour has emerged as an influential concept in marketing and
refers to customers' behavioural manifestation towards a firm originating from motivational …

Web 2.0 applications and social media have transformed e-commerce into a new business
paradigm, which is called social commerce. This development has changed the customers' …