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Virgilijus Sakalauskas and Dalia Kriksciuniene
The growing popularity of e-commerce has prompted researchers to take a greater interest in deeper understanding online shopping behavior, consumer interest patterns, and the effectiveness of advertising campaigns. This paper presents a fresh approach fo...
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Ângela Leite, Anabela Rodrigues and Sílvia Lopes
Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competitive...
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Estefania Estefania, Wisnu Yuwono
Pág. 103 - 114
Tujuan dari penelitian adalah pengujian pengaruh antara social media element seperti entertainment, interaction, trendiness, customization dan e-wom terhadap consumer brand engagement pada purchase intention smartphone. Metode yang digunakan adalah surve...
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Ria Octavia,Rahmawati Azizah,Shafitranata Shafitranata
Pág. in press
Mobile Banking is the most widely used banking service application to meet the needs of online transactions. It is inseparable from the influence of the consumer brand engagement (CBE) concept, which is developing the engagement concept by combining mark...
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Diogo Santos, Elsa Cardoso and Isabel Machado Alexandre
Online commerce has been growing rapidly in an increasingly digital world, and gamification, the practice of designing games in a context outside the industry itself, can be an effective strategy to stimulate consumer engagement and conversion rate. This...
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Bogdan-Mihai Prodea, Cristinel-Petrisor Constantin
Pág. 55 - 67
With the rapid advancement of technology, Augmented Reality has emerged as a promising tool for transforming traditional marketing approaches and engaging consumers in immersive and interactive experiences.This article presents an empirical study aimed a...
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Naveed Ahmad, Aqeel Ahmad and Irfan Siddique
The burgeoning tourism and hospitality industry is plagued by numerous challenges that pose significant hurdles to its long-term success and sustainability. These challenges encompass a range of factors, including fierce competitive convergence, rapid ob...
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Angel Rodríguez Pallas,Ana Montoya Reyes
Social networks are ideal tools for developing relationship-marketing activities in companies and achieving consumer engagement. Its use is widely spread, as evidenced by the figure of 3.8 billion users all over the world. This figure represented 59...
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Khoirina Kencana Ningrum, Ratna Roostika
Pág. 34 - 45
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Sorina Vasile,Lebogang Mototo,Tinashe Chuchu
Pág. 30 - 35
The modern globalisation and the expansion of multinational brands and social communications has resulted in the youth-consumer market of today being relentlessly exposed to increasing competitive multimedia messages and advertising. This research explor...
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