...Cheng Ma; Jiyao Xun; Zi Ye; Yi Hong Purpose This study draws on relationship marketing theory to explore how immersion and digital personas in metaverse retail drive customer loyalty. It examines the mediating roles of confidence, social and special-treatment benefits and satisfaction, while...

...Lini Zhang; Haidong Zhao; Brenda Cude Purpose This study, which is based on the extended hierarchy of effects (HOE) model, aims to examine whether social media interactions with one or more luxury brands can affect consumers' knowledge of, affection for and purchases of as well as loyalty...