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How virtual brand community traces may increase fan engagement in brand pages
(Elsevier Science Bv, 2017-06)
Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have ...
Consumer engagement with retail firms through social media: an empirical study in Chile.
Purpose – Given the widespread popularity of social media such as Facebook, Twitter and Instagram, understanding consumer-brand engagement behavior within social media is fundamental for retail firms. Yet, little is known ...
Consumer engagement with retail firms through social media: an empirical study in Chile.
Purpose – Given the widespread popularity of social media such as Facebook, Twitter and Instagram, understanding consumer-brand engagement behavior within social media is fundamental for retail firms. Yet, little is known ...
Customer Brand engagement y Brand trust en relación al Brand loyalty en MOOC´s
(Universidad Peruana de Ciencias Aplicadas (UPC)PE, 2021-07-08)
El presente trabajo de investigación busca analizar las relaciones entre las variables Customer Brand engagement, Brand trust y Brand loyalty dentro de la categoría de MOOC’s, donde las variables son relevantes para conocer ...
Engagement in sports virtual brand communities
(Elsevier, 2020)
Engagement in sports virtual brand communities
(Elsevier, 2020)
Brand anthropomorphism and its impact on consumer brand identification, brand advocacy and consumer brand engagement on social media
(2020-03-12)
Anthropomorphism has been for long known as a phenomenon that is enrooted in mankind’s history. Its presence and importance are undeniable as it has been noticed in several fields, ranging from religion to marketing. In ...
Second person pronouns enhance consumer involvement and brand attitude
(Elsevier, 2017)
Online brand messaging, e.g., blogging or posting on social media platforms, has an important role in digital marketing strategy. Such
messaging is largely text based and provides an opportunity for brands to interact ...
Consumer engagement on social media: analysis of scales and its multiple role in a nomological network
(2017-06-27)
Academic research has suggested that social media can improve corporate reputation, sales, return on investment, positive word-of-mouth and create value for consumers. Playing the central role in this relational process, ...