Enhancing customer happiness through green practices, engagement, brand experience and attachment in South Africa’s hotel sector: a mediation approach
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DOI: 10.1080/23311886.2025.2482118
Abstract: Abstract Green hotels attract environmentally conscious customers who claim to find happiness in them. Environmentally conscious customers derive happiness from the idea that brands contribute immensely to the environment’s well-being. The study investigates the impact… read more here.
Keywords: engagement brand; customer happiness; experience attachment; happiness ... See more keywords
AI, human or a blend? How the educational content creator influences consumer engagement and brand-related outcomes
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DOI: 10.1108/jsm-10-2024-0539
Abstract: This study aims to investigate the impact of educational digital content (EDC) creators on perceived content quality, consumer engagement, brand attitude and advocacy intention. The research consists of two experimental studies. In Study 1 (N… read more here.
Keywords: consumer engagement; engagement; engagement brand; content ... See more keywords