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Understanding customer participtation in online brand communities : literature review and future research agenda
Kamboj, Shampy; Rahman, Zillur - In: Qualitative market research : an international journal 20 (2017) 3, pp. 306-334
Persistent link: https://www.econbiz.de/10011748655
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How brand post content contributes to user's Facebook brand-page engagement : the experiential route of active participation
Gutiérrez Cillán, Jesús; Camarero Izquierdo, Carmen; … - In: Business research quarterly : BRQ 20 (2017) 4, pp. 258-274
Persistent link: https://www.econbiz.de/10011751012
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Social presence and customer brand engagement on Facebook brand pages
Pongpaew, Wimmala; Speece, Mark; Tiangoongnern, Leela - In: The journal of product & brand management 26 (2017) 3, pp. 262-281
Persistent link: https://www.econbiz.de/10011744444
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Let me entertain you? : the importance of authenticity in online customer engagement
Eigenraam, Anniek W.; Eelen, Jiska; Verlegh, Peeter - In: Journal of interactive marketing : a quarterly … 54 (2021), pp. 53-68
Persistent link: https://www.econbiz.de/10012592155
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Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
Algharabat, Raed; Rana, Nripendra P.; Alalwan, Ali Abdallah - In: Journal of retailing and consumer services 53 (2020), pp. 1-13
Persistent link: https://www.econbiz.de/10012171962
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Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy
Bilro, Ricardo Godinho; Loureiro, Sandra Maria Correia; … - In: Journal of hospitality marketing & management 28 (2019) 2, pp. 147-171
Persistent link: https://www.econbiz.de/10012176591
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Antecedents of value co-creation activities for online fashion brands
Thomas, Lauren Josie; Brooks, Simon; McGouran, Cathy - In: Journal of strategic marketing 28 (2020) 5, pp. 384-398
Persistent link: https://www.econbiz.de/10012313908
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Virtual reality marketing and customer advocacy : transforming experiences from story-telling to story-doing
Regt, Anouk de; Plangger, Kirk; Barnes, Stuart J. - In: Journal of business research : JBR 136 (2021), pp. 513-522
Persistent link: https://www.econbiz.de/10012663249
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The effect of cross-cultural dimensions on the manifestation of customer engagement behaviors
Connell, Cara; Marciniak, Ruth; Carey, Lindsey Drylie - In: Journal of international marketing 31 (2023) 1, pp. 32-48
Persistent link: https://www.econbiz.de/10014233448
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Does gamification effect customer brand engagement and co-creation during pandemic? : a moderated-mediation analysis
Rather, Raouf Ahmad; Parrey, Shakir Hussain; Gulzar, Rafia - In: Journal of global scholars of marketing science : … 33 (2023) 2, pp. 285-311
Persistent link: https://www.econbiz.de/10014251320