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Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
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Elsevier
, 2020 , Article)
The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer ...
Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers
(
Elsevier
, 2019 , Article)
This study tests the effect of personal and online characteristics on consumers' desire for revenge and their online revenge intentions. In light of the interactivity and community of social media platforms, it examines ...
Usage of augmented reality (AR) and development of e-learning outcomes: An empirical evaluation of students’ e-learning experience
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Elsevier
, 2021 , Article)
This study aims to examine students' experience of augmented reality learning applications (AR.LRP). Uses and gratifications theory was proposed as a theoretical foundation of the current study's conceptual model. Four ...
Usage of augmented reality (AR) and development of e-learning outcomes: An empirical evaluation of students’ e-learning experience
(
Elsevier
, 2021 , Article)
This study aims to examine students' experience of augmented reality learning applications (AR.LRP). Uses and gratifications theory was proposed as a theoretical foundation of the current study's conceptual model. Four ...
Et-moone and marketing relationship governance: The effect of digital transformation and ICT during the COVID-19 pandemic
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Elsevier
, 2021 , Article)
This study aims to examine the drivers and impact of et-moone on relational governance within B2B relationships in the Arab Asian region. Building on commitment and trust theory, this study proposes how et-moone could be ...
Assessing customers' attitude towards online apparel shopping: A three-way interaction model
(
Elsevier
, 2023 , Article)
This paper aims to explore the attitude-intention-purchase behavior mechanism for the online purchase of apparel. Using the theory of planned behavior (TPB) as an underpinning theory, the moderating effects of electronic ...
Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands
(
springer link
, 2023 , Article)
This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the ...
Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward
(
Elsevier
, 2021 , Article)
Although various critical elements, such as media publicity, word of mouth, legislation, and environmental factors, are not under the control of a company, they play a significant role in influencing its brand image. ...
The effect of AI-based CRM on organization performance and competitive advantage: An empirical analysis in the B2B context
(
Elsevier
, 2021 , Article)
Organizations have cultural-cognitive and regulative as well as normative elements that impact their employees. Organizations, by definition, cannot achieve a pure, stable state and always go through various change processes, ...
Propagation of online consumer perceived negativity: Quantifying the effect of supply chain underperformance on passenger car sales
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Elsevier
, 2021 , Article)
The paper presents a text analytics framework that analyses online reviews to explore how consumer-perceived negativity corresponding to the supply chain propagates over time and how it affects car sales. In particular, ...