...Zhiying Hou; Garry Wei Han Tan; Eugene Cheng-Xi Aw; Yet Mee Lim; Keng-Boon Ooi; Ian Phau Purpose This research aims to investigate the role of virtual influencers in fostering consumer engagement with luxury brands via metaverse live-streaming. Design/methodology/approach A quantitative...

... users, based on the perceived value/credibility of the posted content. The study explores how these factors affect the level of consumer engagement depending on the type of relationship formed. Design/methodology/approach The research involved conducting three quantitative experimental studies...

.... In other words, it provides an in-depth investigation of liking as a moderately engaging activity focusing exclusively on the intentions to like brand-related content rather than on overall contributing intentions or sharing/commenting intentions as other forms of contributing activities. H3...

...Man Lai Cheung; Guilherme D. Pires; Philip J. Rosenberger; Mauro Jose De Oliveira Purpose This paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future...

... in this respect is that of France et al. (2015) who, through a series of propositions, identified key customer-level variables as category involvement, brand engagement and brand self-congruity and brand-level variables as brand communities and brand interactivity. Drawing on this framework...