...Moustafa Battor; Eiman Binyamien; Charles Dennis Purpose The study addresses two key questions: (1) How do customers' risk tolerance and relationship age moderate the effect of customer engagement on customer co-creation? (2) How does customer engagement in the co-creation process influence...

...Sanaullah Nazir; Tariq Iqbal Khan; Raja Ahmed Jamil Purpose This study aims to investigate the effects of corporate social responsibility (CSR) on customer happiness (CH) and evangelism through corporate image (CI) and customer engagement (CE). Design/methodology/approach We conducted two...

...Neena Sinha; Nikita Kataria; Garima Kapoor Purpose The study examines the impact of various aspects of channel integration quality, personalisation and perceived warmth on behavioural outcomes through customer engagement in omnichannel retailing. Design/methodology/approach This study is based...

...Jungwon Lee; Cheol Park Purpose This study analyzes the relationship between the characteristics of social media content, customer engagement (CE) and brand equity and investigates whether these relationships differ between national cultures. Design/methodology/approach We collect data from...

...Jamid Ul Islam; Zillur Rahman Purpose To understand how customer engagement has been researched in the last decade, the purpose of this paper is to provide a systematic review of customer engagement research in the existing literature, derive a comprehensive definition of customer engagement...

...C.M. Sashi Purpose The advent of the internet and in particular the interactive features of Web 2.0 in recent years have led to an explosion of interest in customer engagement. The opportunities presented by social media to help build close relationships with customers seem to have excited...