...Dorit Zimand Sheiner; Ofrit Kol; Shalom Levy Purpose Studying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational versus transformational creative appeals and low-involvement products...

... involved and finding meaningfulness in the experience, and form greater readiness to store memory of the event. Memory formation triggered by brand experience can help event practitioners anticipate positive behaviors of visitors after the experience. Practical implications The results suggest...

...Prateeksha Parihar; Jagrook Dawra; Vinita Sahay Purpose The purpose of this paper is to investigate the relationship between the different dimensions of involvement and customer engagement (CE) and analyze the influence of CE on loyalty in an online retail context. The study also tests...

...Angeline Gautami Fernando; Bharadhwaj Sivakumaran; L. Suganthi Purpose Previous green research shows conflicting results regarding the relationship between environmental concern and persuasion. It has also largely overlooked the role of situational involvement. The purpose of this paper is to aim...

...Rajat Roy Purpose – Extant literature on pricing posits that consumers’ internal reference price (IRP) drives willingness to pay (WTP), when external pricing cues are available. This positive IRP-WTP relationship is further moderated by involvement and price consciousness. The purpose...

...Gil McWilliam States that poor brand management has been held responsible for brands with which consumers have low levels of involvement, that is, consumers do not consider them important in decision‐making terms, and in consequence appear unthinking and even uncaring about their choices. Argues...