Search Results - subject:"Digital Engagement"

What's up, mister! : an investigation of the team-fan conversational approach

Lo Presti, Letizia; Maggiore, Giulio; Marino, Vittoria; … - In: Corporate governance and research & development studies … (2024) 2, pp. 57-77

This paper proposes a research model for investigating the effect on fan satisfaction and fan loyalty of the three dimensions of the customer engagement construct on Mobile Instant Messaging Apps when they are used as Engagement Platforms in a conversational marketing approach. To test the...

Persistent link: https://www.econbiz.de/10015077502

What holds attention? : linguistic drivers of engagement

Berger, Jonah; Moe, Wendy W.; Schweidel, David A. - In: Journal of marketing 87 (2023) 5, pp. 793-809

Persistent link: https://www.econbiz.de/10014325449

Digital engagement with Super Bowl commercials : analysing likeability, length, and mood

Loveland, Karen Ann; Smith, Katherine Taken; Smith, L. … - In: International journal of sport management and marketing … 23 (2023) 4, pp. 275-289

Persistent link: https://www.econbiz.de/10014311030

Enhancing adaptation of digital entrepreneurship to consumers’ online purchasing in the COVID-19 pandemic era

Alsolamy, Majed Qabil - In: Technology analysis & strategic management 36 (2024) 8, pp. 1749-1762

Persistent link: https://www.econbiz.de/10014574240

The effects of live comments and advertisements on social media engagement : application to short-form online video

Zhang, Xiaodan; Zhao, Zhanbo; Wang, Kui - In: Journal of research in interactive marketing : … 18 (2024) 3, pp. 485-505

Persistent link: https://www.econbiz.de/10015062524

Social media influencer marketing : science mapping of the present and future trends

Fauzi, Muhammad Ashraf; Zuraina Ali; Zanariah Satari; … - In: International journal of quality and service sciences 16 (2024) 2, pp. 199-217

Persistent link: https://www.econbiz.de/10015078177

What drives digital engagement with sponsored videos? : an investigation of video influencers’ authenticity management strategies

Chen, Li; Yan, Yajie; Smith, Andrew N. - In: Journal of the Academy of Marketing Science 51 (2023) 1, pp. 198-221

Persistent link: https://www.econbiz.de/10013493175

Are social media influencers effective? : an analysis of information adoption by followers

Roldan-Gallego, Juan Sebastián; Sánchez-Torres, Javier A. - In: International journal of technology marketing : IJTMkt 17 (2023) 2, pp. 188-211

Persistent link: https://www.econbiz.de/10014310274

Culture is in the eye of the beholder : using metaphoric representations of cultural values to enhance consumer digital engagement

Yuliani Suseno; Nguyen, Doan T. - In: Journal of strategic marketing 31 (2023) 2, pp. 321-342

Persistent link: https://www.econbiz.de/10014303214

How gamified online loyalty programs enable and facilitate value co-creation : a case study within a sports-related service context

Dreher, Frederic; Ströbel, Tim - In: Journal of service theory and practice 33 (2023) 5, pp. 671-696

Persistent link: https://www.econbiz.de/10014339772