... of the scale. Findings The results establish the OLSI scale as a multidimensional construct encompassing six key dimensions: online discussion engagement, streamer-viewer interactions, preference for online social interactions, communication effectiveness for streamers, online interaction propensity...

..., it investigates the relationships among consumers' perceived value of VL-NFTs, engagement with NFTs and purchase intention and the mediating effect of consumer engagement with NFTs. Design/methodology/approach Data were collected via an online survey of 504 young US consumers who had previously considered...

...Amy Wong; S.W. Chung Purpose Integrating uses and gratifications theory with social exchange theory, this study examines the antecedents of online brand community commitment and engagement and their impact on offline purchase intention. Design/methodology/approach Purposive sampling was used...

..., through the mediating role of shopping engagement. The online shopping experience is investigated in its dual role as direct driver of the intention to buy using a mobile app and as moderator of the shopping engagement – intention to buy using a mobile app path. Design/methodology/approach...

... experiences reinforce satisfaction, engagement and loyalty, but increase customers’ diversive exploration and curiosity for other experiences and may eventually led to reduced loyalty. Design/methodology/approach A self-administrated online questionnaire was distributed via e-mail to 1,000 households...

... the brand-customer relationship are discussed first. Subsequently, the predictors of fans’ engagement and affective commitment to a fast-fashion brand are examined with the aim to explore the key elements that nurture the brand-customer relationship via brands’ SNSs. Design/methodology/approach...