Purpose: Although scholars highlighted the need to close the interactive marketing gap and enhanced understanding of willingness to pay more in settings where customer participation in the service delivery process is paramount, research addressing this issue is scare. This study investigates...

Purpose: Although previous research emphasized the importance of inspiration in influencing consumer behavior, there is no categorical response to how social-media inspirational content inspires consumers across cultures. This paper aims to take on this agenda through a vignette experimental...

Purpose: Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism...

Purpose Despite wide acknowledgment in research of the benefits of customer engagement to firms, the customer engagement process and how it leads to positive marketing outcomes remains underexplored. Extending existing research, this paper aims to develop and test a conceptual model that...