Social network sites (hereinafter, SNSs) have become extremely popular, playing an important role in consumers' every day lives. Empowered by SNSs, the customer becomes more active and spends more time with their family, friends or companies online. Therefore, companies seek to encourage online...

This study aimed at examining the mediating role of brand Community membership on the effect of customer empowerment and customer engagement on marketing performance. The population of the study contained students of universities in the North Region of Jordan. A total of 1320 questionnaires were...

Background: In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the impact of digital content marketing on customer purchase...

The tourism and hospitality industries are experiencing transformative shifts driven by the proliferation of digital technologies facilitating real-time customer communication and data collection. This evolution towards customer value co-creation demands a paradigm shift in management attitudes...

This article aims to investigate the efect of customer empowerment on their engagement on sharing platform in the retailing sector via the mediating role of service innovation and customer trust. This study utilized a quantitative design emphasizing mature theory research. The research sample...

This paper aims to explore consumer engagement with online retailers through gamification, the use of game mechanics, and co-creation. A qualitative methodology was used through an exploratory case study approach. The interviews were conducted with 30 Portuguese consumers. It was found that the...

Purpose: This study meticulously explored the complexities of online fan engagement, placing a spotlight on the transformative influence of YouTube content produced by the renowned K-pop group, Aespa, and its subsequent impact on user interactions and the group's prevailing image....

The breakneck pace of digital technologies has created a dramatic shift in marketing campaigns to engage users through unique and innovative experiences. Focusing on the same grounds, this study relates the market engagement with users’ loyalty (UL) for Facebook social media. Market engagement...

Metaverse, once a concept confined to science fiction, has emerged as a transformative reality during the digital era. As this immersive virtual world gains prominence, the role of avatars and the digital representations of users in shaping educational experiences within a metaverse becomes...

Only a few studies have analyzed the direct or material contributions of customer engagement (CE) on social media. This is the first study that specifically examines the capability CE on social media to predict an indicator of business performance, such us the operating revenue, in a sample of...