Related Articles ( Online customer engagement )
14 Years of Online Customer Engagement: A Systematic Literature Review Using the SPAR-4-SLR Protocol
Objectives: The aim of the study is to conduct bibliometric and content analyses based on reading and analyzing 871 online customer engagement papers published in the last 14 years. Methods: The SPAR-4-SLR protocol and Vos Viewer tool for bibliometric and content analysis. Results: The study enabled ...
AI-Driven Omnichannel Integration and Online Customer Engagement Intention: Exploring the Mediating Role of Perceived Usefulness and Ease of Use through the TAM Lens
Objectives: This study aims to investigate how AI-driven omnichannel integration influences online customer engagement intention, drawing on the Technology Acceptance Model (TAM). Specifically, it examines the mediating roles of perceived usefulness and perceived ease of use in shaping customers' engagement ...