Eeva-Liisa Oikarinen

TL;DR: In this paper, the authors explore how the world's leading B2B companies use content objectives (why), strategies (how), and tactics (what) on Twitter, and quantitatively examine how the use of diverse objectives and strategies differs between the most and least engaging tweets of the companies in 2018.

TL;DR: In this article, the authors show that after presenting customers with an exclusive brand offering during the brand recovery, brand betrayal predicts a positive brand attitude and brand disappointment predicts a negative brand attitude with the service failure.

TL;DR: In this paper, a study was conducted to assess virtual agents' display of happiness in service encounters when the only means they have to express themselves is the text that they transmit and found that perceived VA happiness is positively associated with overall VA evaluations.

TL;DR: In this article, the authors describe how their micro-enterprise clients use digital marketing tools through the selective lens of the five aforementioned elements of building customer relationships, including attracting customers, engaging customers, interest and participation, retaining customers, learning customers' preferences and relating to customers.

TL;DR: In this article, the authors explored the customer's mobile banking experiences and expectations among generations X, Y, and Z in a developing country context, Iran, and employed a qualitative content analysis to understand customer’s mobile banking experience and expectations.