1,369 Results Found

Engagement represents the commitment and bond between a brand and its customers, and achieving high levels of engagement is now a competitive advantage for companies. Determining the engagement index was a high-cost activity for organizations and con...

Rapid population growth together with improving living standards is causing bigger and more rapid consumption of resources in industrial, household and personal consumption areas. Unsustainable consumption patterns are negatively affecting our surrou...

Consumer engagement is defined as a multidimensional concept in this study via the identification of members of a sports club social network and consumer identification with a sports club brand on social networks. Hence, the study focuses on sports c...

Corporate Social Responsibility (CSR) has become a vital factor in how organizations run their businesses. Consumers are becoming more aware of it and are expecting it from organizations. With the rise of social media, organizations have another chan...

Designing a digital marketing strategy that stimulates consumer engagement is vital and challenging for digital marketers. Despite previous research on this topic, little is known about the unpaid (organic) strategies of digital marketing and how the...

The article addresses modelling of consumer engagement in video advertising based on automatically derived low-level video features. The focus is on a young consumer group (18–24 years old) that uses ad-supported online streaming more than any...

Trust and engagement in social commerce are increasingly recognized as critical drivers of consumers’ purchase intentions. This study aims to review the existing literature on consumer trust and engagement in social commerce by identifying the...

With the development and proliferation of online games, understanding how to seize these players has become an essential issue for academic scholars and practitioners. Based on virtual experience in online gaming communities and consumer engagement p...

In the evolving world of influencer marketing, Artificial Intelligence (AI) influencers are creating significant impact and transforming the approach to brand promotions on social media platforms. In recent times, many popular brands have partnered w...

Although much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior...

This study investigates what drives consumer engagement in online-only omnichannel commerce, a topic often overlooked in favor of online-offline channel integration. Using both Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-se...

This study examines how digital marketing characteristics—namely interactivity, ubiquity, and credibility—affect green consumer brand engagement and loyalty in Nigeria’s five-star hotel industry. This study advances relationship mar...

In the digital age, gamification has emerged as a paramount strategy for strengthening brand–consumer interaction. Despite the fact that existing studies have extensively probed further into its effects on brand communication and sales performa...

Social media have progressed drastically in building successful consumer engagement both in brand building and sustainable consumption. This paper is a review of the articles concerning the influence of social media marketing on consumer engagement i...

Although a growing number of consumers acknowledge the importance of firms’ corporate social responsibility (CSR) activities, how companies can effectively communicate these initiatives to consumers is still a challenge. Although the rise of social m...

Fashion resale has emerged as a notable strategy for the fashion industry to reduce its environmental footprint by promoting fashion circularity. Despite extensive research on consumer awareness of resale and the purchase of pre-owned items, there re...

The increasing popularity of short videos has presented sellers with fresh opportunities to craft video advertisements that incorporate diverse modal information, with each modality potentially having a different influence on consumer engagement. Und...

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influe...

Industrialized processing has increased the complexity of the food supply chain. Concerns about food-related risks have increased consumer interest in food traceability. Traceability systems are regarded as effective tools for mitigating information...

As augmented reality (AR) advertising becomes increasingly prevalent across digital platforms, understanding how its unique features influence consumer responses is critical for both theory and practice. Based on the elaboration likelihood model (ELM...

The present study investigates the role of gamification in fostering consumer engagement wherein consumer brand engagement construct has been viewed as a multidimensional construct embracing conscious attention, affection, participation and social co...

This study explores how AI chatbot experiences on travel websites influence consumer engagement, with satisfaction from using AI chatbots as a mediating factor. Grounded in the Stimulus-Organism-Response (S-O-R) framework, the research shifts the foc...

Social media influencers strategically design the auditory and visual features of short videos to enhance consumer engagement. Among these, auditory emotional arousal and visual variation play crucial roles, yet their interactive effects remain under...

Virtual corporate social responsibility co-creation (VCSRC) became an effective strategic tool with which enterprises can fulfill social responsibilities and retain customers. This study investigated the drivers of consumers’ continuous partici...

Social commerce (s-commerce) is a rapidly developing form of e-commerce powered by social media influencers (SMIs). It can create valuable opportunities for retailers. In light of this growing trend, this study explores the influence of consumers&rsq...

Food and agricultural products shape tourism by linking communities and regions to leisure travel. Consumers’ perceptions of a country and its food products can shape their attitudes and behaviors toward it as a travel destination. This study c...

This article explores the integration of artificial intelligence (AI) in digital marketing through social and mobile networks and its role in fostering sustainable consumer behavior. AI enhances personalization, sentiment analysis, and campaign autom...

The academic literature on consumer engagement and sustainable consumption has developed gradually over the last two decades. The body of knowledge related to the role of food and non-food retailers in this context, however, is only beginning to deve...

Mobile health livestreaming has rapidly grown and become a popular platform for consumers to receive sustainable health consultation services. However, the factors influencing consumer engagement in this context still need clarification. To address t...

Mental health issues are a severe global concern with significant personal, social, and economic consequences and costs. This paper reports results of an online survey disseminated across the Australian community investigating why people with mental...

The rapid rise of the pre-loved luxury fashion market in China reflects a unique shift in consumer behaviour, shaped by growing concerns for sustainability, affordability, and personal expression. While global scholarship on circular fashion has expa...

Cultured meat, as a product of recent advancement in food technology, might become a viable alternative source of protein to traditional meat. As such, cultured meat production is disruptive as it has the potential to change the demand for traditiona...

Apparel and textile products are filling landfills and contributing to extensive waste found across the world. Much of the textile waste is due to the typical consumer not being aware of the care for, disposal of, and sustainable options for textile...

Numerous firms operate online brand communities (OBCs) in order to build a close consumer–brand relationship. To succeed in realizing this aim, firms must first sustain members’ brand community engagement. While prior studies have examine...

Customer assistance (e.g., reviews and referrals) plays a vital role for catering merchants. This study investigates how handwritten (vs. printed) messages can enhance consumers’ intention to engage in such assistance activities in the context...

Fashion live commerce has rapidly emerged as a compelling format that blends entertainment, real-time interaction, and product promotion. However, limited research has examined how specific experiential and perceptual factors influence consumer behav...

A growing population and increasing consumer demand have created unprecedented pressures on the environment and natural resources. The private vehicles market, one of the largest markets in the world, is associated with considerable environmental cos...

The emergence of various web contents gives customers influence according to characteristics. The characteristics of the content can distinguish the three types of commerce: branded content-type commerce, review content-type commerce, and home shoppi...

With the intensification of competition, it is of great significance for businesses and platforms to explore the formation and transformation mechanisms of deep consumer engagement and purchase behavior in an e-commerce live streaming environment. Wi...

An increasing interest in environmental problems around the world has significantly expanded the demand for green goods, transforming green marketing into an effective tool for businesses to achieve competitive advantage. Yet, as more firms become aw...

Background: Charitable crowdfunding platforms have become widely used tools for raising funds to support social and humanitarian causes. As participation in these platforms is voluntary, understanding the influence of individual motivations and cultu...

Sustainable consumption, provision of a clean and healthy environment, as well as improvements to the quality of life of current and future generations, are all integral parts of the sustainable development strategy, which is understood as a compromi...

In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communicat...

This study examines the determinants of online customer engagement (OCE) and its role in influencing the repurchase intention of healthy food through social commerce (s-commerce) platforms. Using the Stimulus-Organism-Response (S-O-R) framework, 300...

As environmental issues become increasingly important to consumers, integrating green marketing strategies into corporate promotional efforts is essential. However, limited research has examined cultural differences in consumer responses to green mar...

The advent of the digital economy and, implicitly, of competition in the online marketplace has triggered new challenges in terms of consumer protection approaches. Online, consumer skills are expected to be improved and the level of consumer awarene...

Micro-influencers have become powerful sources of information for consumers in the digital age. Marketers have strategically collaborated with micro-influencers as brand endorsers to generate valuable content, which attract the consumers and encourag...

In the retail sector, the creation of shopping experiences becomes increasingly important to obtain a competitive advantage, and to meet consumers’ needs and desires. Knowing how to design and apply these experiences can stimulate consumer enga...

Social media brand communities provide firms with the necessary apparatus to develop and maintain relationships. This study explores the effect of fear of missing out (FOMO) and smartphone use on consumer engagement in social media brand communities,...

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is c...