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Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
(
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 ...
Social Commerce in Emerging Markets and its Impact on Online Community Engagement
(
Springer
, 2020 , Article)
This study aims to build on the understanding of social commerce in the emerging markets and how it influences online community engagement. The conceptual model was proposed using theories including the social support ...
Consumer Acceptance and Use of Information Technology: A Meta-Analytic Evaluation of UTAUT2
(
Springer Nature
, 2020 , Article)
Despite being regarded as the most comprehensive theory in understanding individual technology adoption – UTAUT2 theory with growing number of citations and impetus beyond IS domain face strong criticism on usage of the ...
Examining the impact of mobile interactivity on customer engagement in the context of mobile shopping
(
Emerald
, 2020 , Article)
Purpose: This study aims to examine the impact of mobile interactivity dimensions (active control, personalization, ubiquitous connectivity, connectedness, responsiveness and synchronicity) on customer engagement. ...
Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-creation: A Theoretical Analysis
(
Springer
, 2020 , Book chapter)
Social media commerce has been one of the fastest-growing areas over recent years. However, only a limited number of studies have addressed the related issues of social media commerce. It was also noticed that extant ...