Purpose: Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through...

Purpose: The purpose of this study is to operationalise and measure the effects of negative customer engagement (CE) in conjunction with positive CE. Both valences are explored through affective, cognitive and behaviour dimensions, and, in relation to the antecedent of involvement and outcome...