This thesis investigated the effects of two different pathways to achieve gym members loyalty. The first path is a marketing path that is built around the customer engagement concept, driven by perceived quality, satisfaction, ...

The thesis explores the phenomenon of brand-generated content on social media, explaining how its credibility and type shape customer engagement. The study examines how the source credibility (content generated independently ...

Past studies on humour have predicted that the right kind of humour technique can attract attention and lead to organic engagement from the viewer. However, limited research has been conducted concerning the use of humour ...

Social media is growing in popularity and has assumed a more central role in information dissimilation more recently. This development has increased the opportunity for firms to communicate, persuade, and influence ...