Keywords: Consumer engagement
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Journal Articles

AI, human or a blend? How the educational content creator influences consumer engagement and brand-related outcomes

Roberta De Cicco, Barbara Francioni, Ilaria Curina, Marco Cioppi
Journal: Journal of Services Marketing
Journal of Services Marketing (2025) 39 (10): 54–72.
https://doi.org/10.1108/JSM-10-2024-0539
Published: 09 April 2025
...Roberta De Cicco; Barbara Francioni; Ilaria Curina; Marco Cioppi Purpose This study aims to investigate the impact of educational digital content (EDC) creators on perceived content quality, consumer engagement, brand attitude and advocacy intention. Design/methodology/approach The research...
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Journal Articles

Determinants of disengagement and negative customer engagement behaviour: expectancy disconfirmation and justice perspectives

Diem Khac Xuan Do, Jana Lay-Hwa Bowden
Journal: Journal of Services Marketing
Journal of Services Marketing (2024) 38 (6): 776–801.
https://doi.org/10.1108/JSM-07-2023-0259
Published: 10 June 2024
...@ou.edu.vn 07 07 2023 22 10 2023 25 01 2024 29 04 2024 30 04 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Negative customer engagement Consumer engagement Disengagement Expectancy disconfirmation Justice...
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Journal Articles

Promoting social resilience in service communities: a molecular biology perspective

Elina Tang, Christopher Blocker
Journal: Journal of Services Marketing
Journal of Services Marketing (2022) 36 (7): 895–907.
https://doi.org/10.1108/JSM-09-2021-0367
Published: 22 April 2022
... that purposefully organizes and guides service community groups around charity and athletic events. We synthesize these insights within a conceptual framework and propose theoretical and practical directions for facilitating transformative value and consumer engagement in service communities. Human...
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