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INTEREST CATEGORY: INNOVATION AND TECH
POSTING TYPE: TOCs

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Special issue: Brand-consumer relationship management via interactive marketing opportunities

Guest editors: Liangyan Wang, Eugene Y. Chan

Guest editorial: Brand-consumer relationship management via interactive marketing opportunities
—Liangyan Wang, Eugene Y. Chan []

The influence of spokesperson choice and product newness on consumer purchase intention
—Fu Liu, Haiying Wei, Zhaoyang Sun, Zhenzhong Zhu, Haipeng (Allan) Chen []

@Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations
—Spencer M. Ross []

Building brand loyalty through value co-creation practices in brand communities: the role of affective commitment and psychological brand ownership
—Zhengpei Wang, Xue Yang []

Decoding digital engagement: a comparative analysis of English and Turkish brand post popularity dynamics on platform X
—Altug Tanaltay, Selcen Ozturkcan, Nihat Kasap []

How customer community engagement and employee dynamic learning capability impact service performance through customization? A firm–customer synergistic perspective
—Jiaxun He, Jingyi Hu, Fan Zhang []

Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys
—José Varela Lopes, Beatriz Casais []

The feeling of being together in the metaverse: the positive influence of copresence on subjective well-being
—Do Yuon Kim, Dooyoung Choi, Namhee Yoon, Ha Kyung Lee []

The communication of sustainability on social media: the role of dialogical communication
—Sara Herrada-Lores, Mariola Palazón, M. Ángeles Iniesta-Bonillo, Antonia Estrella-Ramón []