...-enhancement) and service agent types (human vs. chatbot) influence consumer engagement, with perceived fit serving as a mediator and chatbot conversation style (warm vs. competent) as a moderator. Findings Consumers are more engaged with self-transcendence brands when human agents are used, compared...

... – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors. Practical...