Spanish Journal of Marketing - ESIC: Volume 27 Issue 2 , Open Access

Engaging consumers via online brand communities to achieve brand love and positive recommendations

Mandakini Paruthi, Harsandaldeep Kaur, Jamid Ul Islam, Aaleya Rasool, George Thomas

This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating…

The role of gamification, social, hedonic and utilitarian values on e-commerce adoption

Kunthi Afrilinda Kusumawardani, Hanif Adinugroho Widyanto, Jessica Eva Gloria Tambunan

The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification…

Building e-trust and e-retention in online shopping: the role of website design, reliability and perceived ease of use

Oussama Saoula, Amjad Shamim, Norazah Mohd Suki, Munawar Javed Ahmad, Muhammad Farrukh Abid, Ataul Karim Patwary, Amir Zaib Abbasi

This study aims to examine the impact of website design, reliability and perceived ease of use as an engagement motivational factors on customer e-trust and e-retention in online…

Consumer motivations for engaging with corporate social responsibility on social media

Claudia Aguirre, Salvador Ruiz de Maya, Mariola Palazón Vidal, Augusto Rodríguez

This study aims to analyze consumer motivations to share information about corporate social responsibility (CSR) activities through electronic word of mouth. It examines the roles…

How businesswomen engage customers on social media?

Nida Fatima, Raza Ali

This study aims to explore how businesswomen running micro and small enterprises (MSEs) use social media (SM) to engage customers. The study also investigates how SM (vs…

Developing customer engagement through communication consistency and channel coordination

María Sicilia, Mariola Palazón

This study aims to understand how integration efforts at both communication and channel levels can foster customer engagement behavior in the retail sector from the perspective of…

Engagement and consumption behavior of eSports gamers

Amir Zaib Abbasi, Muhammad Asif, Amjad Shamim, Ding Hooi Ting, Raouf Ahmad Rather

The purpose of this study is to present a conceptual model where consumer electronic sports (eSports) engagement (CeSE) acts a predictor for gamers’ online engagement in…