Shared mobility services - including car-sharing, bike-sharing, and scooter-sharing - have surged in popularity but face persistent challenges. Many providers fail after pilot phases, due not only to technical and managerial issues but also to a reluctance to embrace openness. This paper...

This study analyses how brands' content marketing strategies on social networks influence electronic word of mouth (eWOM), a major predictor of business success that reflects consumer engagement and shapes behaviours such as increased purchase intention, willingness to pay more, reduced...

Objective: The article aims to develop and validate a new scale - Customer Engagement Orientation (CENOR) - to measure a firm's customer engagement orientation and to provide evidence of its impact on firm performance. Although customer engagement marketing has received growing scholarly...

This research examines how brand psychological ownership, brand intimacy, and brand trust affect customer brand engagement and how customer brand engagement influences purchase intentions. Utilizing a quantitative approach, the study investigates the mediating role of customer brand engagement....

User-generated content (UGC) is generally understood as an expression of opinion in many forms (e.g., complaints, online customer reviews, posts, testimonials) and data types (e.g., text, image, audio, video, or a combination thereof) that has been created and made available by users of...

This article addresses the role of user-generated content (UGC) across the different stages of the customer journey and the decision process. Various types of UGC, such as online reviews and social media posts, significantly affect how customers engage with brands and make purchasing decisions....

In the wake of digital transformation, marketers gained access to large amounts of user-generated content and data in which consumers specifically mention and discuss brands, products, and services. This data offers rich information potential and may ultimately provide marketers with the ability...

The purpose of this study is to examine project performance through the sequential mediation of value co-creation and stakeholder satisfaction, as well as the moderate mediation of stakeholder management in construction companies. The data were collected from project-based organizations using a...

The integration of social interactions with e-commerce has given rise to social commerce, creating digital environments where consumers engage with each other while shopping. Despite growing research on customer engagement in social commerce, there remains a limited understanding of how specific...

Value co-creation is essential for the success and sustainability of Small and Medium Enterprises (SMEs), enabling them to integrate resources and knowledge from multiple stakeholders, such as customers, suppliers, and universities, to develop innovative offerings. However, research drawing on...

This study investigates the influence of entrepreneurial leadership, knowledge management, and digital capability on entrepreneurial performance in Indonesia's education sector while also examining the mediating role of value co-creation. Grounded in the Resource-Based Theory, Capability Theory,...

Social media has become a vital communication tool for higher education institutions (HEIs) to reach larger targets, attract followers, and engage with diverse audiences. This study conducted a quantitative and qualitative analysis of 4148 Facebook posts from 16 public and private HEIs in the...

This research examines the impact of customer engagement on the speed of innovation in the Telecom sector in Jordan, focusing on the mediating roles of employee creativity and innovation capability. The study employs a quantitative approach, utilizing a structured questionnaire to collect data...

Background: In an increasingly digitized supply chain landscape, small and medium-sized enterprises (SMEs) face mounting challenges in regard to delivering differentiated and responsive customer experiences. This study investigates the role of Industrial Internet of Things-enabled coopetition...

Most social media users have encountered harassment online, but there is scarce evidence of how this type of toxic content impacts engagement. In a pre-registered browser extension field experiment, we randomly hid toxic content for six weeks on Facebook, Twitter, and YouTube. Lowering exposure...

This study seeks to investigate the influence of user-generated content (UGC) on tourist visit intentions. This study also aims to explore the mediating role of destination imagery in the relationship between UGC and tourist visit intentions. The findings show that UGC has a significant positive...

This paper aimed to analyze the effect of green supply chain integration (GSCI) on sustainable supply chain performance (SSCP), as well as consider the mediating and moderating effects of green innovation (GInv) and green value co-creation (GVCc). This empirical study is based on a survey of 317...

The co-creation of value is a key strategy for fostering technological innovation; however, its integration into daily business practices remains limited. Technological innovations arising from co-creation of value result from collaborative efforts between businesses and key stakeholders,...

Understanding the balance between structure and flexibility in innovation networks is critical for optimizing collaboration, adaptability, and innovation outcomes in increasingly complex ecosystems. This study conducts an integrative literature review of 136 peer-reviewed articles from Scopus...

Purpose The purposes of the present study were to analyse: (1) if there is a hierarchical relationship between cognitive dimension (attention) and emotional dimension (enthusiasm); (2) to what extent the cognitive and emotional dimensions of the customer engagement (CE) affect loyalty to...

Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities (COBRAs). This study examines the role of brand love in a consumer's decision to engage in online brand-related activities, considering the mediating effect of attitudinal brand...