... stickiness, particularly when AI influencers make product recommendations or represent brands. AI influencers Stickiness Customer engagement Trans-parasocial interaction Brand trust Qualitative research Corresponding author Anand Jhawar ajhawar@imt.edu The proliferation...

...Pooja Goel; Aashish Garg Purpose This study aims to understand the relationship among the anthropomorphic features, perceived authenticity on customer engagement and electronic word of mouth using the integration of realism and trust theory in the context of virtual influencers (VI). This research...

... et al., 2016). Customer engagement on social media is substantially higher than traditional one-way conventional marketing like television, radio, articles, speeches and performances (Carlson et al., 2019). The new generation of social media marketers places a high priority...

..., that firm theory beliefs influence customer-engagement attitudes and intentions. Design/methodology/approach Study 1 tests the relationship between firm theory, self-theory and knowledge-sharing attitudes. Study 2a tests differences between incremental and entity firm theorists in response to firm...

... Limited 2014 --> Millennials Millennial marketing Listening and participation strategy Customer engagement Digital interactive technology The authors are both well qualified to pen this book. Jeff Fromm is a seasoned marketing executive with > 25 years...

...Anubhav Anand Mishra Dan   Hill . About Face: The Secrets of Emotionally Effective Advertising . London : Kogan Page   2010 . 196 pp. , ISBN: 978‐0‐7494‐5757‐0   US$29.95 © Emerald Group Publishing Limited 2012 --> Advertising Emotion Customer engagement...