... Young consumers Brand experience Customer engagement Stimulus-organism-response theory Purchase intention In a market where taste alone no longer wins loyalty, the battle for young consumers’ attention now begins with the package they hold in their hands. As soft drink brands compete...

... to lay the foundation for the subsequent analysis. Quantitative study found that hedonic motivation and ideal self-congruence significantly influenced parasocial relationships and emotional attachment, which in turn enhanced customer engagement. Originality/value This study contributes to VIs...

..., telepresence and customer engagement. Design/methodology/approach Using the purposive sampling technique, online survey was administered to Chinese Gen-Z consumers engaging with virtual influencers. Subsequently, 357 respondents were sampled. SPSS 29.0 and Smart PLS 4.0 were used to perform the analyses...

... the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa. Design/methodology/approach Following the descriptive research approach, quantitative research...

... design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework...

... of omni-channels, and it does not seem to have a significant effect on PU. Cost effectiveness and customer engagement of omni-channel have a significant effect on the continuance intention of its use. Finally, continuance intention towards usage of omni-channel does significantly affects the actual use...

..., marketing inputs explain the characteristics of SMM stimulus such as informative, interactive or trendy activities (Kim and Ko, 2012 ; Yadav and Rahman, 2017). These communication messages stimulate the organism psychological state represented by customer engagement with the brand to achieve a response...

...Yatish Joshi; Anugamini Priya Srivastava Purpose The purpose of this study is to investigate the role of customer engagement (CE) on green apparel purchase intention (GPI) among young consumers in India. Design/methodology/approach A survey was performed on 460 young consumers. Structural...

..., the purpose of this study is to develop a conceptual model of customer engagement, where credibility and usefulness of online reviews are found to trigger the adoption of reviews and customer trust that augments customer engagement. Design/methodology/approach A survey method design has been used...