...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...

...-related engagement could be analyzed as completely intrinsically motivated (e.g. entertainment) to completely extrinsically motivated (e.g. remuneration) with others incentives in between (De Vries et al., 2017). Still, De Vries et al. (2017) suggested that socializing and self...

...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...

... Publishing Limited Licensed re-use rights only Engagement Co-creation Value Relationship Brand Congruity H3. Brand self-congruity has a positive effect on CBCB. Brand-level antecedents are external to customer control but support and encourage customer participation...