... are encouraged to adopt communication strategies that complement the firm's strategy and social media presence. © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Social media Ethnicity/Race Perceived discrimination Customer engagement Black consumers White...

...Li Gao; Gang Li; Fusheng Tsai; Chen Gao; Mengjiao Zhu; Xiaopian Qu Purpose This article analyzes the effects of artificial intelligence (AI) stimuli on customer engagement as well as on value co-creation. The moderating role played by customer ability readiness is also examined. Design...

...E. Sophía Valenzuela-Gálvez; Álvaro Garrido-Morgado; Óscar González-Benito Purpose In an effort to evaluate if and how emojis might boost customer engagement in email marketing, the current research aims to analyzes emojis' effects and investigates how certain features, such as the type of emoji...

... tested, theory-driven means for managers of digital platforms to improve customer engagement behaviors such as “liking”, tweeting, sharing and product reviews. H1. Individuals with higher levels of moral identity are more likely to (a) agree to provide reviews, and (b) provide more accurate...

...Ricardo Godinho Bilro; Sandra Maria Correia Loureiro Purpose This paper focuses on customer engagement in online brand communities (OBCs). Drawing upon self-determination theory (SDT), the research proposes a conceptual model portraying the effect of intrinsic and extrinsic motivations on hedonic...

... interaction experience between consumers and a smart speaker that can create the effect of customer engagement by enhancing the gendered voice and product smartness. Design/methodology/approach This study conducted a 2 × 2 × 2 between-subject experiment to validate the research model and the hypotheses...

...Doaa Fathy; Mohamed H. Elsharnouby; Ehab AbouAish Purpose Customer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased profitability, particularly within the sports context. This research aims...

...Chunli Ji; Susana Mieiro; Guihai Huang Purpose Social media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer...

... and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity...