229 Results Found

Customer engagement has emerged as a vital component in social media marketing strategies, prompting considerable interest from both marketers and academics. This study investigates customer engagement (CE) in a framework that includes three antecede...

The exponential speed of technological advancements and the ever-changing needs of customers have changed the way enterprises engage with their customers. However, despite the increasing scholarly interest in the enterprise-initiated perspective of c...

This study investigates the impact of social media marketing activities on customers’ behavioral engagement with fashion clothing brands in Pakistan. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this stud...

Digital marketing strategies are vital for enhancing customer engagement, promoting brands, and ensuring sustainability. This study explores the influence of digital marketing on customer engagement and brand promotion within the dynamic tourism and...

The adoption of artificial intelligence (AI) in marketing and social media is gaining scholarly interest. While AI technologies offer significant potential for enhancing customer engagement (CE), their effectiveness depends on an industry’s lev...

In today’s service-driven economy, brands increasingly turn to social media marketing activities (SMMA) to build meaningful, long-term customer relationships. Grounded in social exchange theory (SET), this study examines how SMMA influences cus...

The purpose of this study is to understand the process through which internal market orientation leads to service innovative behavior via a serial multiple mediator model, with perceived social capital on customers and work engagement. It set and ver...

This study aims to examine the impact of marketing artificial intelligence (AI) and the specific channels it uses to influence the performance of Jordanian SMEs. In contrast to prior research that focused solely on the direct effects of marketing AI...

This study investigates how new ventures on global e-commerce platforms use textual marketing signals to attract foreign consumers, a critical challenge characterized by information asymmetry. Integrating Signaling Theory and Optimal Distinctiveness...

The notion of sustainability has received increased attention among marketers, and in theory. Though studies have discussed the crucial role of sustainable practices in shaping consumer responses, the role that perceived sustainability plays in engag...

Based on the literature, we present an artificial intelligence marketing (AIM) framework that enables autonomous machines to receive big data and information, use artificial intelligence (AI) to create knowledge, and then disseminate and apply the kn...

Virtual power plants (VPPs) are an effective platform for attracting private investment and customer engagement to speed up the integration of green renewable resources. In this paper, a robust bidding strategy to participate in both energy and ancil...

This study explores how Instagram fashion influencers build brand loyalty through customer engagement within the framework of sustainable consumption. Grounded in the stimulus–organism–response (SOR) theory, influencer marketing is concep...

Customer centricity requires having customers at the core of the corporate organizational process. Yet, relationship marketing scholarships have not developed a clear understanding of how corporate culture, leadership, and identity may allow the esta...

This bibliometric review explores the role of social media in small- and medium-sized enterprises (SMEs) by examining the current literature and identifying research gaps. A comprehensive analysis of 293 Scopus-indexed journal articles published betw...

This research aims at providing a meta-analysis of empirical findings of the literature on the characteristics of social media influencers on customer engagement and purchase intention. For this purpose, researchers derived eight social media influen...

This research intends to evaluate the effect on the performance of small and medium enterprises (SMEs) of technological developments, including digital marketing, and to determine the variables that affect the relationship. Because these businesses a...

Online marketing environments are rapidly being transformed by Artificial Intelligence (AI). This represents the implementation of Machine Learning (ML) that has significant potential in content personalization, enhanced usability, and hyper-targeted...

Social commerce plays a significant role in various aspects of the hotel industry. By using social commerce platforms such as Facebook, Instagram, and hotel booking websites, hotels can enhance their brand visibility, engage more effectively with gue...

The South African beauty and personal care industry has been significantly impacted by digital technologies, with social media influencers (SMIs) playing a pivotal role in shaping consumer behaviour. Despite the significant role of SMIs, there is a n...

This research article delves into the integration of AI tools, particularly Chat GPT, within brand marketing strategies, aiming to uncover their practical applications and associated benefits and challenges. Real-world case studies, practical recomme...

This study conceptualizes how artificial intelligence (AI)-based customer engagement strategies can shape consumers’ green purchasing intentions, focusing on the theorized roles of attitude and perceived risk toward green products as articulate...

Gamification, commonly defined as the use of game elements in non-game contexts, is a relatively novel term, yet it has been gaining popularity across a wide range of academic and industrial disciplines. In the marketing field, companies are increasi...

Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for business...

The notion of prosumers, people who create and consume energy, has emerged in the energy sector as a result of the fast integration of renewable energy sources and advances in digital technology. Platforms for peer-to-peer (P2P) energy trading have c...

The restaurant industry, especially fine dining, is characterized by intense competition and an increasing number of closures. Wine is a profit lever, but the exploitation of sales potential can present a challenge. As consumers encounter more extens...

This review explores the influence of AI marketing on e-commerce sales, examining how AI-driven strategies affect key metrics such as customer acquisition and conversion rates. Given the growing importance of AI in online retail, this paper employs a...

This study investigates online community marketing as a strategy to cultivate brand–consumer-relationship sustainability. Blind boxes have recently gained worldwide popularity but are increasingly criticized for sustainability concerns. While p...

This research aims to investigate how customer relationship management capabilities (CRMCs) improve customer engagement and innovation performance. Customer engagement is also tested as a mediator between CRM capabilities and innovation performance....

This study aims to meet the theoretical needs in answering the problem of the role of the marketing function on the dynamic capability that involves the role of multi actors through engagement. In particular, the study discusses the capabilities of S...

This study aims to determine the influence of digital touchpoint usage experience, specifically through the myIndiHome application, on customer loyalty, with digital engagement and customer satisfaction as mediating variables. The study used a quanti...

This study investigates the critical factors shaping customer experiences in night markets, emphasizing product preferences, quality of services provided, and accessibility of facilities. As integral hubs of cultural exchange, community engagement, a...

Despite consistent investment in innovation by the hospitality industry, it remains unclear how a restaurant’s innovativeness influences customers’ willingness to pay a higher price. Moreover, the role of customer engagement in enhancing...

Restaurants were significantly shaken by the COVID-19 pandemic, which forced them to intensify their use of social media to communicate with customers. Our objective was to identify which digital marketing strategies generated higher customer engagem...

In an era where digital ecosystems transcend national boundaries, TikTok has emerged as a globally influential platform, reshaping international marketing strategies. This study examines the factors influencing Thai consumers’ purchase intentio...

The existing body of research on dynamic customer segmentation has primarily focused on segment-level customer purchasing behavior (CPB) analysis to tailor marketing strategies for distinct customer groups. However, these approaches often lack the gr...

Social media marketing has become a crucial component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and sales growth. The aim of this study is to investigate and determine the key factors guidin...

The rapid development of information and communication technologies has positioned virtual brand communities as key platforms for facilitating direct interactions between companies and customers. As part of this trend, enterprises are increasingly ut...

A major challenge to cleaner and more sustainable transportation is the lack of adoptability of electric vehicles (EVs) by customers. Therefore, most of the vehicles we see on the road use fossil fuel instead of sustainable green energy sources. One...

In today’s data-driven marketing landscape, predicting customer responses to marketing campaigns is essential for optimizing both engagement and Return On Investment (ROI). This study aims to develop a predictive model using a Decision Tree (DT...

Fuzzy marketing considers the degree to which a customer belongs to specific segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in market...

The constant development of information and communication technologies (ICT) has led to numerous social and economic changes. In this article, we aimed to identify the framework of use of new technologies in the process of customer value management f...

Increasingly, environmental sustainability has become an important consideration for customer value co-creation, which is collaboration between a firm-provider and its customers to jointly create value. Our research question is therefore “how d...

Customer-centric service innovation performance has become a common businesses goal to pursue, particularly for service-oriented manufacturing companies. However, the continuous focus on the impact of enterprise resources and capabilities in service...

Gamification, an innovative tool for interacting with consumers that can be seen as a new trend in marketing, could enhance customer behavior, such as greater loyalty. This paper investigates the relationship between gamification, attitude, and custo...

The growing interest in fitness services is demanding optimal service management and operation. This research aims to identify the best practices in fitness center management for increasing customer engagement and for long-term stability and sustaina...

This paper presents a comprehensive investigation into the multifaceted realm of customer experience (CX), aiming to enhance understanding of the historical, current, and future aspects of customer experience theory. The primary goals include organiz...

This study conducts a case study on the characteristics of fixed deposit businesses in a Portuguese bank, analyzing the current customer data features and the limitations of marketing strategies. It also highlights the limitations of the traditional...

As increasing numbers of customers pay attention to product and service sustainability when shopping online, more and more firms in the online market engage in promoting perceived sustainability to establish close customer relationships. Prior studie...

Brand experience has received attention from scholars and researchers, especially in experiential marketing and management. Due to the high market competition and sustainability branding trends, hotel brands need to improve and enhance their hotel se...