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1-3 of 3
Keywords: Consumer engagement
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Journal Articles
Live streaming e-commerce: the relationship of interactivity and co-experience on consumer engagement
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–20.
Published: 25 December 2025
...Atik Aprianingsih; Ira Fachira; Margareth Setiawan; Irsa Indriati Pratiwi Purpose This study aims to determine the antecedents of consumer engagement in live-streaming e-commerce using the stimulus–organism–response framework. The relationship between interactivity and co-experience (stimulus...
Journal Articles
Engaging consumers via online brand communities to achieve brand love and positive recommendations
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (2): 138–157.
Published: 24 November 2022
...Mandakini Paruthi; Harsandaldeep Kaur; Jamid Ul Islam; Aaleya Rasool; George Thomas Purpose This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (3): 283–307.
Published: 12 August 2020
...Ricardo Godinho Bilro; Sandra Maria Correia Loureiro Purpose This paper aims to review the existing literature about consumer engagement, provide an accurate mapping of this research field, propose a consumer engagement typology and a conceptual framework and offer a research agenda for this domain...
