... customer experience. It advances interactive marketing theory by reframing brand loyalty from a passive outcome into an active moderator that facilitates value co-creation by shielding customers from the costs of multi-channel navigation. 10 08 2025 02 11 2025 25 12 2025 29 01 2026...

...Ebru Çi̇l; Ismail Erkan; Fulya Acikgoz Purpose Drawing on perspectives from Human-Computer Interaction and interactive marketing, this study examines how immersive technologies such as Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) shape virtual customer experiences (VCEs...

.../methodology/approach Drawing on the perspective of MRT and UGT, this study developed a comprehensive framework based on hypotheses and employed structural equation modeling to test it in Study 1. To further examine the effects of omnichannel touchpoints on customer experience and shopping behavior intentions...

... Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only e-commerce Interactivity Customer experience Digitalizations E-commerce platforms are rapidly advancing their technological thrust to enhance the bi-directional value creation for their B2C (business...

... marketing Consumer behavior Internet Customer experience Multi-channel measurement Online consumer behaviour Consumer shopping Covid-19 has changed the landscape for households, the workforce and businesses in many ways. Closures and restrictions have impacted how households spend their time...

...Ying Yang; Xinyu Sun; Jiayin Wang Purpose The purpose of this study is to examine the role of customer experience moderating the relationship between reputation (online consumer reviews) and price premium. Design/methodology/approach This paper collected half-year period transaction of Nokia...

...Cajetan Ikechukwu Mbama; Patrick Ezepue; Lyuba Alboul; Martin Beer Purpose This study aims to examine managers’ perceptions of digital banking’s (DB) effect on customer experience and banks’ financial performance. Design/methodology/approach The research uses interviews from the senior UK bank...

... customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of embedded, embodied and extended customer experiences. These three principles constitute the overarching value drivers of AR and offer coherent, theory-driven organising principles for managers...

... © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only E-commerce Computer mediated communication Consumer behavior internet Customer experience Computer-mediated environments Consumer shopping Some of the influential theories of consumer...

... questionnaires, while the second is metrics-focused and assesses engagement using social media metrics and analytics (i.e. number of likes, shares, comments). Facebook Customer experience Experiential marketing Social networking sites Experience marketing The emergence of social media has...

... marketing Consumer behaviour Customer experience Technology in retailing Digital growth How can firms accurately predict the future of digitization on contemporary and future retailing practices when technology is dynamic and ever changing? To make sense of digitization trends in retailing – its...

... consumption firm. Direct marketing Customer experience Channel management Channels Collaborative filtering Peers operating within a collaborative consumption business model interact through a central, digital marketplace on a single digital channel. Often a mobile application or website...

... positively relates to the attitude toward the Web site. © Emerald Group Publishing Limited 2015 Customer experience Eservice quality According to the literature, the two sets of the E-S-QUAL scale dimensions (i.e. e-service quality and e-recovery service quality) affect the post...

...). © Emerald Group Publishing Limited 2013 Social media marketing Customer experience Facebook Twitter Advertising Email marketing The recent growth in social media activity related to peer and friend recommendations, user-generated content, and product reviews and feedback...