Purpose: Despite growing recognition of the importance of consumer engagement with new technologies, a gap remains in terms of understanding the antecedents, consequences and moderators of online consumer engagement (OCE). This paper aims to address this gap by exploring the relationship...

While building on the contingency theory, this paper proposes a conceptual framework that links five factors: a) internal forces, b) external forces, c) past web and firm performance, d) current web and firm performance, and e) e-marketing strategy in terms of the strategy defined for the 4Ws...