Nowadays, digital consumer engagement has proliferated like never before. Consumers can
now interact with a business, company, or brand through technology, making it easier for …

Social media message strategy is critical in determining how customers will engage with
B2B firms on social media platforms. The present study examined the role of message …

This study demonstrates the importance of content timeliness as a driver of engagement in
business markets. Through an experimental approach, we show that if the customer is …

Despite a proliferation of literature exploring and testing marketing measures to overcome
consumer barriers towards ugly produce, acceptance of it and the adoption of sustainable …

The theme of online brand building is relevant and valuable to understand due to its
constantly evolving nature and potential to increase brand competitiveness or e-commerce …

Livestreaming eCommerce companies invest a significant amount of time and resources in
setting up their livestream studios. However, these companies struggle to determine how the …

Abstract Business-to-Business (B2B) online communities (OCs) facilitate enterprises to
obtain additional resources through establishing interconnected networks. However, the …

Purpose Given the importance of the growing segmentation of ageing consumers and their
increasing interaction with the Internet, digital marketing scholars are becoming more …

This study aims to contribute to sponsorship-related research by exploring how the linguistic
information cues of posts referring to event sponsors influence digital consumer …

Abstract As Business-to-Business (B2B) social media continues to grow, understanding the
impact of storytelling on user engagement becomes increasingly important. While prior …