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While important insights about the customer engagement concept have been gleaned in recent literature, little remains known regarding the nature and dynamics characterizing customers' engagement with mobile devices, particularly from a longitudinal perspective. Therefore, the objective of this paper is to examine how customer engagement with mobile technology is related to purchase behaviors over time as a dynamic iterative process. A unique database addressing customers' mobile engagement and purchase behaviors is used for the analysis. The results from a vector autoregressive (VAR) model suggest that customer mobile disengagement, where consumers abandon an app, has a strong negative long-term effect on purchase behaviors. However, purchase behaviors can alleviate the level of disengagement. The study, therefore, provides novel findings pertaining to the dynamic interrelationship between customers' engagement with new digital media and purchase behaviors, and therefore it has important scholarly and managerial implications.

Online consumer reviews are broadly believed to be a necessary and powerful marketing tool, and as such they have attracted considerable attention from both marketers and academics. However, previous research has not sufficiently focused on the effects of various review features on sales but rather used proxy measures such as consumers' purchase intention or perceived helpfulness of reviews. Hence, the aim of this study was to investigate the effect of review valence and volume on actual sales. We use data from three different e-commerce websites and study light bulbs, women's athletic shoes, natural hair care products, and herbal vitamins. The results show that, contrary to popular belief, more positive ratings do not simply result in higher sales. We find that the effect can be nonlinear, where the probability of purchase increases with rating to about 4.2À4.5 stars, but then decreases. Also, although the majority of extant research suggests that larger numbers of reviews bring more positive outcomes, we show that it is not always the case.

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Personalized communication is believed to be an effective persuasion strategy. However, few studies have examined the underlying processes responsible for its effects. This study investigates the role of perceived personalization as a mediating process. Three personalization strategies are compared: raising expectation, identification, and contextualization. The results confirm that perceived personalization mediates the effects of personalized advertising on attention, cognitive responses, and attitude toward the message. The increased attention caused by perceived personalization stimulates both positive and negative thoughts about the message. The findings imply that personalized advertisements have stronger effects when receivers are aware of the personalization elements.

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