...Pavankumar Gurazada; Maity Moutusy; Hyokjin Kwak; Charles R. Taylor Purpose This paper aims to investigate factors influencing consumer engagement ( CE ) on social media platforms from the perspective of the firm. Affordance theory and information processing explain user response to brand posts...

... a consumer-to-consumer perspective and conceptualising it within the consumer-dominant paradigm. Specifically, it offers insights into consumer engagement dimensions (cognitive, emotional and behavioural) before, during and after OVD engagement. A key contribution is proposing a positive kindness element...

...Valentina Pitardi; Diletta Acuti Purpose This paper aims to explore how digital corporate social responsibility ( CSR ) communication, in the form of information, response and involvement strategies, shapes consumer engagement across cognitive, emotional and behavioral dimensions. Design...

...Qiang Yang; Manqiong Shen; Huo Jiale; Lu Monroe Meng Purpose Entrepreneurs seek to increase their influence and foster consumer engagement by generating content on social media platforms that expresses certainty. However, the impact of the expressive certainty of entrepreneur-generated content...

... recommendation. Based on value co-creation theory and consumer inference, this paper proposes that consumers infer influencers have more expertise with and more favorable attitude toward the product from value co-creation. Consequently, such behavior can foster consumer engagement and favorable attitude toward...

...Jana Bowden; Abas Mirzaei Purpose Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content...

...Fazlul K. Rabbanee; Rajat Roy; Mark T. Spence Purpose This paper aims to examine a chain of relationships running from self-congruity with a brand – that can stem from the actual, ideal or social self – to brand attachment and from there to consumer engagement on social networking sites (SNS...

...Wayne Read; Nichola Robertson; Lisa McQuilken; Ahmed Shahriar Ferdous Purpose This paper aims to develop and empirically test a theoretical framework of consumer engagement with brands on Twitter. Design/methodology/approach Depth interviews were conducted to gain initial insights...

... engaged role in services, or do they prefer for technology to engage on their behalf, with the value lying in consumers not having to engage? We do not yet understand the “rules of engagement” consumers set for connected-home technologies. Consumer engagement (CE) is a useful framework to apply...

... be contacted at: b.lowe@kent.ac.uk Health services Learning Virtual community Internet marketing Active participation Consumer engagement Diagnostic and prescriptive benefits Peer-to-peer virtual communities (VCs) continue to be among the most visited destinations online and are an important...