...Siyu Gao; Bilin Shao Purpose The purpose of this study is to investigate how consumer brand engagement (CBE) promotes brand love and eWOM within the influence of brand interactivity and consumer involvement, especially in the context of the smartphone industry and Chinese social media marketing...

...), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands. Design/methodology/approach We test a sample of hotel-customers to probe this matter using partial least squares...