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...

The purpose of this research is to explore the relationship between brand engagement in self-concept and brand loyalty in the virtual shopping in the metaverse. By examining the relationship between consumers' self-concept and their engagement with brands in the virtual shopping environment,...

Purpose: The study reported in this paper explores consumers’ experiences with technology-assisted social media service encounters by investigating the applicability of Mick and Fournier’s paradoxes of technology adoption to the social media as distribution channel in tourism scenario. This...

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...

Tourism is a sector in which consumers - tourists widely share their opinions, experiences and recommendations. Due to the fact that tourist services cannot be evaluated before the purchase, word-of-mouth has been recognized as an influential factor and a significant resource of information...

With social media becoming so pervasive, museums strive to adopt them for their own use. Effective use of social media especially Facebook and Twitter seems to be promising. Social media offer museums the possibility to engage audiences, potential and active visitors with their collections and...

The online response to customer complaints (i.e., service recovery) is a central feature of modern organizations’ customer-focused performance management systems. Motivated by the lack of descriptive information related to complaint handling that can be used in assessing managerial...

In today's age of technological advancement and rapid change, much of the communication takes place on social networks, which offer a great opportunity for customer interaction. Social media is a popular and widely used marketing tool for communication between buyers and sellers. Advertising on...

In the fiercely competitive landscape of the peer-to-peer accommodation platform Airbnb, understanding customers' online recommendation behavior is essential for optimizing competitiveness and harnessing the potential of electronic word-of-mouth. This study aims to provide comprehensive insights...