..., engagement, purchase and loyalty stages of the customer experience. Microblogging platforms X Threads Consumer–brand relationship Generative AI Microblogging platforms have become essential components of today’s digital landscape, allowing for real-time communication of knowledge and global...

...Vikas Kumar Purpose This study conceptualizes and validates a model of participation intentions in online brand communities by including perceived brand authenticity and consumer-brand relationship as its antecedents. Design/methodology/approach Data were collected from different online brand...

... page. Otherwise, I would surely have followed it”. © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Behavioral interaction Brand community Consumer-brand relationship Social media Social media provides a platform for firms...