...-modality features (e.g. text-only or image-only) on user engagement, whereas the synergistic effects of image-text combinations remain underexplored. Design/methodology/approach This study investigates how image-text congruence in green influencer posts affects user engagement and the underlying...

...) logic, an integrative model is provided that connects the impact of convenience and personalisation strategies (CPSs) on an e-retailer's performance – by offering co-creation opportunities and customer engagement. Design/methodology/approach The survey instrument is validated and the model is tested...

... sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested. Design/methodology/approach Data were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed...

... views, more dislikes (and less dislikes) and more comments, as customer engagement components, than pro-consumption-framed content (hauls). Design/methodology/approach Based on 160 videos published on YouTube by 80 influencers on their respective channels, this study mainly analyses whether...

.... This study aims to examine how small businesses leverage the use of storytelling to engage with customers and drive revenue and online reputation management. Design/methodology/approach Both qualitative and quantitative insights are offered in two studies. In Study 1, interviews were conducted...

...Ana Margarida Barreto; Diogo Ramalho Purpose This paper aims to look at the effects of different levels of involvement (high and low) on social media (Facebook) users' engagement (likes, shares and comments) with different types and formats of brand content. Design/methodology/approach...