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...

Human beings are strongly influenced by their emotions; so, it is believed that building a close relationship between consumers and brands is a key factor for success. In this way, car brands are no exception, and despite facing numerous challenges associated with the energy transition, they...

Physical retailers are increasingly trying to understand in-store shopping behavior in order to increase sales. However, measuring and analyzing shopper behavior at the point of purchase in physical retailing remains challenging. In this paper, we implement an in-vivo randomized field experiment...

Video is one of the fastest growing online services offered to consumers. The rapid growth of online video consumption brings new opportunities for marketing executives and researchers to analyze consumer behavior. However, video introduces new challenges. Specifically, analyzing unstructured...