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Consumer Brand Engagement Beyond the “Likes” [PDF]
Frontiers in Psychology, 2021 In most consumer brand engagement (CBE) scales, indicators of CBE refer to behaviors that are related to social media or online brand communities. CBE also occurs beyond the Internet context in real-life settings.
Wiktor Razmus
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The moderating effect of environmental gamification on the relationship between social media marketing and consumer-brand engagement: A case study of Ant Forest Gen Z users [PDF]
HeliyonSocial media marketing plays a relevant role in the brand promotion of enterprises owing to its advantages of rapid and diversified communication with consumers.
Miao Huang +2 more
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Engaging consumers via online brand communities to achieve brand love and positive recommendations [PDF]
Spanish Journal of Marketing-ESIC, 2023 Purpose – This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and ...
Mandakini Paruthi +4 more
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The Impact of Online Brand Community Markers on Consumer Brand Engagement: Studying the moderating role of gender [PDF]
المجلة العلمية للدراسات والبحوث المالية والتجارية, 2021 Nowadays, online brand communities are considered an important tool for building strong successful brands. This study aims to uncover the influence of brand community based on social media markers; shared consciousness, rituals and traditions and moral ...
ريهام شوقي ابراهيم
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The Role of Online Brand Community Engagement on the Consumer–Brand Relationship [PDF]
Sustainability, 2021 The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling.
Francisco J. Martínez-López +5 more
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Developing a Behavior Model for Utilitarian Service Consumers toward Engagement in Online Brand Communities [PDF]
مدیریت بازرگانی, 2023 Objective The present study aims to explain the behavioral pattern of utility service consumers toward engagement in online brand communities. Many companies seek to attract and communicate more with customers; therefore, they try to strengthen their ...
Azadeh Goodarzi +3 more
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Proceedings, 2023 The present study investigates the role of gamification in fostering consumer engagement wherein consumer brand engagement construct has been viewed as a multidimensional construct embracing conscious attention, affection, participation and social ...
Mandakini Paruthi +2 more
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Frontiers in Psychology, 2022 With the development of social media, advertising has migrated from traditional media to social media. Marketers are increasingly using social media’s brand pages to actively create humorous dialogue interactions with other brands for brand communication
Yu-mei Ning +4 more
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Investigating The Antecedents of Consumer Brand Engagement to Luxury Brands on Social Media
Indonesian Journal of Business and Entrepreneurship, 2021 The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiveness and brand community identification of the three dimensions of consumer brand engagement (CBE) (cognitive, emotional, behavior) in the luxury brand ...
Angga Febrian, Larasati Ahluwalia
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Journal the Winners, 2021 The research aimed to examine factors that formed brand awareness and brand image of the tourism sector in Indonesia by using social media marketing on TikTok platform. The research applied a quantitative method to do a survey of 220 respondents who were
Santi Rimadias +2 more
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