Purpose – The purpose of this paper is to develop and empirically test a model of brand engagement. More specifically, the aim is to evaluate both antecedents and consequences of brand engagement, from a management perspective. Design/methodology/approach – A quantitative survey of 403 firms...

Purpose – Academics and the business community are interested in learning how social media can benefit (or harm) consumer‐brand engagement. As more branding activity goes social, marketers are not always welcome in all social media spaces. In this invited commentary, the authors aim to lay...

Purpose While extant service-centric research has largely focussed on managerial advantages, few studies have addressed how brand engagement emerges in the broader context of consumer lives. The purpose of this paper is to develop a novel intersubjective hermeneutic framework that bridges the...

The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation...

The purpose of this paper is to understand consumer behavioural models with respect to their reactions to social network marketing. Theoretical background is focused on online and social network usage, motivations and behaviour. The research goal is to explore consumer reactions to the exposure...

More and more business customers use social media to express their opinions about products, services and brands. This study aims to make a step further in understanding consumer engagement in electronic word of mouth (eWOM) on Facebook and its impact on recommending and purchasing products. To...

The main purpose of this article is to conceptually model market efficiency of information databases in Iran. In order to achieve that, summarizing content analysis techniques was used by reviewing literatures and exploratory interviews. The study population in interviews consists of brokers...

During the last decade, researchers and practitioners became more interested in the domain of vulnerability analysis. It is considered as a key element in defining and managing supply chain risks. The great complexity of a global supply chain and of its environment, coupled with managerial...

This work presents a conceptual model aimed at explaining factors affecting the formation of effective patient-doctor-computer communication at the primary care clinic. The authors define a new construct – patient-doctor-computer communication (PDCC), aimed to replace the traditional concept...