...Zhimin Zhou; Nadilai Aisihaer; Imane Sbai Purpose With social responsibility receiving increasing global attention, this research examines the impact of brand community social responsibility (BCSR) on brand community engagement and its facilitating effect on brand engagement. Furthermore, we...

...Yanzhe Yuan; Mai Nguyen; Wei Shao; Yunen Zhang Purpose This study investigates how endorser type (AI-driven virtual vs. human influencers) interacts with product type (NFT vs. physical goods) to shape brand engagement through parasocial relationships. It introduces the concept of digital...

... (PLS-SEM) method. Findings The results indicated that brand engagement (BEN) is vital to brand co-creation (BCC) in social commerce, which could be driven by social-hedonic value (SHV) and social information sharing (SIS). Research limitations/implications This study stresses the influence...

... between OBC humor climate and VCC behavior, which was mediated by positive emotions and brand engagement. Additionally, there was a serial mediation effect of these two variables. The influence of the OBC humor climate on positive emotions was stronger for short-term members than long-term ones...

... 14 06 2018 29 06 2018 03 07 2018 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Loyalty Involvement Brand engagement Customer engagement Consumer engagement In this digital era, the complex behavior of customers...

... studies and reasoning new relationships between relevant concepts. Customer brand co-creation theory is improved by operationalizing the concept in a theoretical model. Findings – The Customer Brand Co-creation Model expresses the influence of brand engagement, self-congruity and involvement...

...Ho Yin Wong; Bill Merrilees Purpose – The purpose of this paper is to develop and empirically test a model of brand engagement. More specifically, the aim is to evaluate both antecedents and consequences of brand engagement, from a management perspective. Design/methodology/approach...