Official online stores and online marketplaces present distinct challenges and opportunities for retail brands, impacting their control over the customer experience, pricing, and brand presentation. Understanding consumer intentions in online channel selection is crucial, especially given the...

Dissatisfied customers often use social media to voice their complaints effectively, and firms strive to find solutions about how to respond to publicly visible service failure posts. We add to the emerging literature on complaint handling via social media by examining how complaining customers...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

Social networking and other new technologies have given rise to the ‘social consumer’, who now has the means to share reviews and opinions about virtually every kind of product and service. As a result, the days of the one-to-one relationship between companies and their customers are over....

In today's connected world, social media is a sound business strategy that is embedded in an online network. It allows businesses to create customer engagement by helping them develop their brand, enhance their networking capacity, and increase their customer base. Marketers should take...

An ever lasting urge to uncover "the strategy" of building brand loyalty has been motivating marketers for decades. However, simply establishing the same discovered "template" for al l products and brands has been the pursued agenda, without any further interest in examining the deeper...

For decades, marketers sought "the strategy" for building brand loyalty. When they succeeded in achieving extreme brand loyalty with customers, marketers simply followed the same template for other products and brands without bothering to examine the deeper, phenomenological processes involved...