In the challenging digital economy, bridging the gap between the external stakeholder and business entities through effective applications of technology carries

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of curr

Connected customers, using a wide range of devices such as smart phones, tablets, and laptops have ushered in a new era of consumerism. Now more than ever, this

Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers a

Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of org