Purpose
Extant
literature
shows
that
gamification
is
an
effective
tool
for
enhancing
customer
brand
engagement.
However,
there
a
need
structured
review
of
the
on
how
and
to
what
extent
fosters
This
hybrid
synthesizes
extant
research
its
impact
Design/methodology/approach
The
study
based
45
articles
drawn
from
33
journals
Scopus
database.
article
conducts
systematic
theory,
context,
characteristics
methods
employed
in
research,
identifies
contemporary
themes
presents
future
avenues.
It
also
bibliometric
analysis
identify
most
prominent
journals,
authors,
themes.
Findings
various
patterns
trends
psychological
capital
it
unfolds
four
major
–
engagement,
e-marketing,
sustainable
marketing
experience.
Practical
implications
offers
key
insights
into
managerial
implications.
Originality/value
one
first
endeavors
conduct
related
conceptual
framework
relationships
between
several
agendas
spur
scholarly
process
enhance
Asia Pacific Journal of Marketing and Logistics,
Journal Year:
2024,
Volume and Issue:
36(11), P. 2849 - 2868
Published: May 7, 2024
Purpose
Digital
voice
assistants
(DVAs)
are
revolutionising
consumers’
interactions
with
technology
and
businesses.
Whilst
research
on
the
adoption
of
these
devices
is
rapidly
expanding,
few
have
explored
post-adoption
behaviour.
To
fill
this
gap,
we
investigate
how
functionality
human-like
features
shape
customers’
emotions,
engagement
loyalty
towards
DVAs.
Design/methodology/approach
The
data
were
collected
through
a
self-administered
online
survey
from
509
DVA
users.
Structural
equation
modelling
was
employed
for
analysis.
Findings
results
reveal
that
distinct
functional
factors
independently
explain
positive
emotions
Positive
significantly
impact
customer
to
study
shows
localisation
DVAs
has
significant
moderating
influence
service
experience-customer
relationship
but
negative
anthropomorphism-customer
relationship.
Originality/value
Unlike
previous
research,
contributes
literature
by
delving
into
phenomena.
It
explains
DVAs’
attributes
drive
emotional
responses,
findings
not
only
unveil
new
insights
role
also
provide
crucial
understanding
regarding
boundary
conditions
anthropomorphism
experience
engagement.
Journal of Consumer Behaviour,
Journal Year:
2024,
Volume and Issue:
23(5), P. 2501 - 2552
Published: May 14, 2024
Abstract
The
promise
of
the
metaverse
as
a
collective,
virtual,
and
shared
social
space
is
revolutionizing
digital
retail.
This
study
provides
groundbreaking
insights
into
customer
experience
in
immersive
environments,
well
how
these
experiences
on
platforms
influence
customers'
real‐world
consumption
behaviors.
Drawing
upon
data
from
platform
users
US,
this
identifies
specific
antecedents
positive
platforms,
including
role
presence
trialability.
Further,
it
demonstrates
potential
for
purchase
spillovers
to
traditional
retail
channels,
extending
omnichannel
literature.
In
addition,
examines
early‐stage
versus
long‐term
shape
users'
intentions
revisit
platforms.
Based
our
results,
we
offer
comprehensive
model
behaviors,
which
may
be
used
predict
enhance
across
channels.
Our
results
also
demonstrate
that
not
merely
parallel
channel
but
instead
an
influential
extension
consumption.
From
managerial
perspective,
operators
brand
managers
engaging
can
developed
support
growth,
targeted
strategies
translate
gain
both
customer.
findings
suggest
must
deliver
at
very
high
level
prevent
stagnation
usage
intentions;
therefore,
confidently
continue
investing
relevant
fuel
growth.
Marketing Intelligence & Planning,
Journal Year:
2024,
Volume and Issue:
42(7), P. 1141 - 1168
Published: May 20, 2024
Purpose
With
the
advancement
of
digital
transformation,
it
is
important
for
e-retailers
to
use
artificial
intelligence
(AI)
customer
engagement
(CE),
as
CE
enables
e-retail
brands
succeed.
Essentially,
AI
e-marketing
(AIeMktg)
technological
approaches
in
by
blending
data,
and
Retail
4.0
digitisation
physical
shopping
experience.
Therefore,
era
4.0,
this
study
investigates
factors
influencing
AIeMktg
transforming
CE.
Design/methodology/approach
The
primary
data
were
collected
from
305
e-retailer
customers,
analysis
was
performed
using
a
quantitative
methodology.
Findings
results
reveal
that
has
tremendous
applications
First,
marketers
swiftly
responsibly
anticipate
predict
demands
provide
relevant
personalised
messages
offers
with
location-based
e-marketing.
Second,
through
continuous
feedback
loop,
improves
offerings
analysing
incorporating
insights
360-degree
view
Originality/value
main
contribution
theoretical
underpinnings
CE,
AIeMktg,
commitment
4.0.
Subsequently,
builds
validates
structural
relationships
among
such
underpinning
variables
which
customers
expect
different
type
experience
across
channels.
Frontiers in Artificial Intelligence,
Journal Year:
2025,
Volume and Issue:
8
Published: Feb. 3, 2025
Introduction
Mobile
app
development
has
rapidly
evolved
into
a
crucial
aspect
of
modern
technology,
driving
innovation
across
various
industries
and
transforming
user
experiences
globally.
The
dynamic
nature
mobile
technology
requires
developers
to
navigate
complex
landscape
platforms,
devices,
requirements.
Effective
management
sharing
knowledge
are
essential
address
these
challenges,
ensuring
streamlined
processes
enhanced
collaboration
among
stakeholders.
Methods
To
this
end,
ontologies
have
emerged
as
powerful
tools
for
structuring
standardizing
domain-specific
knowledge.
This
paper
introduces
MAD-onto,
comprehensive
ontology
designed
specifically
the
domain.
is
constructed
by
identifying
key
concepts,
defining
classes
their
hierarchies,
establishing
class
properties,
creating
instances
relevant
development.
ensure
robustness,
evaluated
using
multi-criteria
evaluation
metric,
focusing
on
consistency,
completeness,
conciseness,
expandability,
sensitiveness.
Additionally,
SWRL
rules
applied
validate
enforce
logical
constraints
within
ontology.
Results
Through
rigorous
methods,
MAD-onto
demonstrates
its
utility
in
providing
structured
framework
lifecycle,
facilitating
better
decision-making,
collaboration,
efficiency.
Discussion
findings
highlight
significance
ontology-driven
approaches
addressing
complexities
set
foundation
future
research
advancements
field.
Marketing Intelligence & Planning,
Journal Year:
2023,
Volume and Issue:
41(7), P. 1015 - 1036
Published: Aug. 24, 2023
Purpose
A
gamification
approach
uses
game
components
in
non-game
services
to
increase
customer
engagement
and
loyalty.
This
study
aims
investigate
the
relationships
between
elements,
engagement,
immersion
brand
love.
Design/methodology/approach
Using
most
popular
feature
Indonesian
e-commerce,
namely
Shopee
Games.
The
Snowball
sampling
technique
was
used.
data
were
collected
from
355
Indonesians
who
played
AMOS
28.0
used
analysis
on
data.
Findings
elements
of
challenges,
points
enjoyment
positively
influence
engagement.
Moreover,
influences
love,
which
is
increased
by
moderation
immersion.
In
addition,
mediates
points,
Originality/value
identifies
critical
e-commerce
platforms.
based
S-O-R
model,
this
contributes
research
how
plays
an
intermediate
variable
gamification-brand
relationship.
As
conceptual
empirical
topic
still
underdeveloped,
provides
fresh
insights
into
gamification-oriented
marketing
practices.
It
offers
significant
theoretical
managerial
implications
integrated
perspective.
Journal of Fashion Marketing and Management,
Journal Year:
2023,
Volume and Issue:
28(3), P. 581 - 601
Published: Nov. 9, 2023
Purpose
The
primary
purpose
of
this
study
is
to
examine
the
relationship
between
conumers'
emotional
attachment
towards
fashion
apps
and
positive
behavioral
outcomes,
such
as
e-WoM
repurchase
intention.
also
aims
explore
how
e-servicescape,
customer
experience
perceived
value
online
shopping
influence
relationships.
Design/methodology/approach
has
used
quantitative
research
methods
collect
data
from
a
sample
484
consumers
who
had
previous
purchasing
using
apps.
Data
were
collected
university
students
enrolled
in
Gujarat,
India
an
self-administered
questionnaire.
are
analyzed
structure
equation
modeling
determine
relationships
variables
under
investigation.
Findings
results
demonstrate
shopping,
two
consumer
outcomes:
intention
e-WoM.
found
support
for
hypotheses
1,
2
3,
highlighting
developing
with
confirmed
5
6,
which
suggest
that
have
stronger
more
likely
intend
products
engage
electronic
word-of-mouth
behavior
brands.
Originality/value
In
today's
digital
age,
vital
retailers
remain
competitive
offer
their
customers
smooth
immersive
.
Given
potential
impact
on
behavior,
it
essential
investigate
context
findings
expected
contribute
understanding
e-commerce
broadly.
may
provide
insights
into
can
improve
presence
experiences
increase
outcomes.
Practical
implications
several
retail
managers
app
developers.
provides
strong
idea
extent
feel
emotionally
attached
strongly
related
Moreover,
looking
cultivate
connections
through
should
prioritize
three
key
areas:
shopping.
Asia Pacific Journal of Marketing and Logistics,
Journal Year:
2024,
Volume and Issue:
36(10), P. 2744 - 2765
Published: April 23, 2024
Purpose
The
purpose
of
this
study
is
to
investigate
how
consumer
brand
engagement
(CBE)
promotes
love
and
eWOM
within
the
influence
interactivity
involvement,
especially
in
context
smartphone
industry
Chinese
social
media
marketing.
This
also
examines
important
role
gender
relationship.
Design/methodology/approach
Data
from
403
participants
who
are
followers
brand’s
page
was
collected
via
an
online
survey.
PLS-SEM
used
for
examining
research
model.
Findings
findings
reveal
that
(perceived)
interactivity,
key
factors
CBE.
As
expected,
consumers’
intention
significant
outcomes
In
particular,
relationship
between
CBE
mediated
by
love.
However,
did
not
moderate
proposed
relationships.
Originality/value
By
integrating
exchange
theory
attribution
theory,
deepens
understanding
CBE,
Kybernetes,
Journal Year:
2024,
Volume and Issue:
unknown
Published: May 21, 2024
Purpose
Artificial
intelligence
(AI)
is
shaping
the
future
of
marketing
world.
This
study
first
to
examine
effect
AI
efforts,
brand
experience
(BE)
and
preference
(BP)
in
light
stimulus-organism-response
(SOR)
model.
Design/methodology/approach
The
data
collected
from
398
participants
by
questionnaire
method
were
analyzed
SEM
(structural
equation
modeling)
using
Smart
PLS
4.0
IBM
SPSS
26
programs.
Findings
We
find
that
four
SOR
elements
efforts
(information,
interactivity,
accessibility
personalization)
positively
impact
bank
customer
BE,
BP
repurchase
intention
(RPI).
Further,
we
BE
plays
a
mediator
role
relationship
between
RPI
BP.
Originality/value
findings
have
significant
implications
for
literature
banking
industry,
given
limited
evidence
date
regarding
bank–customer
relationships.
Moreover,
makes
important
contributions
helps
banks
increase
with
artificial
activities
create
long-term
relationships
customers.
