Although there are several marketing implications that have been considered in the context of social media marketing, less attention has been paid to the influence of antecedents of consumer brand engagement (telepresence, social presence and involvement) and their consequences for non-profit organizations. Thus, the main purpose of current research is to examine the influence of telepresence, social presence and involvement on consumer brand engagement (CBE) (second-order), which in turn affects electronic word of mouth and willingness to donate. To test the proposed model, this paper used social media platforms. We employed a Facebook page that presents non-profit organizations (brands) using a sample of nonstudents.We found that telepresence, social presence and involvement positively impact CBE, which in turn impacts electronic word of mouth and willingness to 2 donate. The findings of our research demonstrate how CBE is formed in this particular context and what outcomes are to be expected, with important implications for both marketing theory and practice.

PurposeThis study aims to examine the impact of mobile interactivity dimensions (active control, personalization, ubiquitous connectivity, connectedness, responsiveness and synchronicity) on customer engagement.Design/methodology/approachA quantitative field survey study was conducted to collect the required data from actual users of mobile shopping in three countries: Jordan, the United Kingdom (UK) and Saudi Arabia.FindingsThe results are based on structural equation modelling and support the impact of five dimensions of mobile interactivity: active control, personalization, ubiquitous connectivity, responsiveness and synchronicity. The impact of connectedness is not supported. The results also support the significant impact of customer engagement on customer loyalty.Research limitations/implicationsThis study only considered the shopping activities conducted by mobile channels, while other channels (e.g., online channels, traditional channels and social media shopping channels) are not considered. Furthermore, the current model does not consider the impact of personal factors (e.g., technology readiness, self-efficacy and user experience). The results of the current study present a foundation that can guide marketers and practitioners in the area of mobile shopping.Originality/valueThis study enriches the current understanding of the impact of mobile interactivity on mobile shopping, as well as how mobile interactivity can enhance the level of customer engagement.

Highlights This study aims to examine individuals’ characteristics that influence centennials to adopt virtual try-on systems. The min concentration of this study is to clarify centennials behavior in online retailing context. The proposed conceptual model was based on UTAUT2 factors and two dimensions of TRI; optimism and innovativeness. The results support the significant role of TRI motivators on enhancing centennials intention to adopt virtual try-on systems.

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Over the past decade many successful and fast-growing businesses, such as Airbnb, Uber, DogVacy, RelayRides, TaskRabbit, have developed. What these businesses have in common were their underlying business models which are the sharing economies of communitive consumption. Consequently, understanding what kind of communitive consumption services are customers willing to participate in, and examining factors that shape customers attitude towards CC and eventually intention to engage with communitive consumption in an online context is very important for practitioners, customers, and policymakers alike. Our intention in this paper is to present a conceptual framework that offers an understanding of factors affecting consumers' attitudes and intentions towards adopting communitive consumption platforms. However, our focus will be directed towards communitive consumption platforms which provide services with direct relationship and effect on property and individuals with sentimental value to communitive consumption user such as pets. To achieve our goal of understanding consumer adoption of communitive consumption we provided a theoretical foundation for discussion and future research about these new, alternative consumption modes by proposing a series of testable research propositions; which we intend developing into empirical studies.

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