Results 261 to 270 of about 2,788,848 (290)

USER-GENERATED CONTENT AND CONSUMER BRAND ENGAGEMENT

Dynamics of Media Systems
Discussions surrounding the significance of user-generated content (UGC) and consumer brand engagement have garnered growing interest among scholars, industry professionals, marketing strategists, and business executives. The concept of UGC emerged prominently in the 21st century with the development and expansion of Web 2.0 technology. Web 2.0 is
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Consumer-brand engagement on Instagram

2019
Social media has been subject to an increasing number of studies. Although there is empirical research on consumer–brand interaction on social media, such as on Facebook, there is still a lack of studies on other SNS. As a marketing tool that allows brands to connect and engage with their consumers, Instagram is pointed out as a critical social network.
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Consumer-Brand Engagement: Toward a Comprehensive Theoretical Framework

2016
Consumer-brand engagement (CBE) is a recent concept in the marketing literature expanding the domain of relationship marketing. CBE has been seen by both academics and practitioners as a fundamental driver of the consumer decision-making process. Our study was aimed at drafting a first ecological foundation of the CBE construct. Our research aims were:
Guendalina Graffigna, Rossella C. Gambetti   +1 more
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Consumer-brand engagement. Delving into the managerial perspectives

2016
The paper belongs to the nascent academic literature on consumer-brand engagement (CBE). The aim is to deepen the managerial perspectives towards CBE by considering two key players’ categories within the marketing communication network: advertisers (‘clicks-and-mortar’ and ‘pure play’ enterprises) and agencies (traditional and digital).
VERNUCCIO, Maria, QUALIZZA, GABRIELE, BURATTI, ANDREA, CECCOTTI, Federica   +3 more
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A study of Unilever’s online consumer-brand engagement in Portugal

2021
O consumo de redes sociais online está a crescer em todo o mundo. Em 2020, o Facebook registou um record de 2,5 mil milhões de utilizadores mensais ativos. Os consumidores estão a aumentar a sua presença online em todo o mundo, especialmente em redes sociais como o Facebook.
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Unveiling Drivers and Brand Relationship Implications of Consumer Engagement With Social Media Brand Posts

Journal of Research in Interactive Marketing, 2021
Muhammad Waqas, Zalfa Laili Hamzah
exaly  

What is Hidden Behind Consumer Brand Engagement?: The Case of Spotify and the Effect of Consumer Brand Engagement on the Conversion and Retention of Users to a Premium Tier

2020
The way people consume, own, and listen to Music has drastically changed throughout the past decade. The digitalization has made Music move from a physical to a digital format. Currently, the Online Music Streaming (OMS) services are both the main driver and source of revenue for the Music Industry.
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Alexa, Do Voice Assistants Influence Consumer Brand Engagement? – Examining the Role of AI Powered Voice Assistants in Influencing Consumer Brand Engagement

Journal of Business Research, 2021
Kofi Osei-Frimpong, Graeme McLean
exaly  

Consumer-brand engagement: imprese ed agenzie a confronto

2015
Il paper si inserisce nel filone di studi sul consumer-brand engagement (CBE) con l’obiettivo di analizzare e confrontare le percezioni e le prospettive manageriali di due attori chiave del network della comunicazione di marketing: le agenzie di comunicazione e le imprese di marca.
Vernuccio, Maria, Qualizza, Gabriele, Buratti, Andrea   +2 more
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How Do Experiences Enhance Brand Relationship Performance and Value Co-Creation in Social Commerce? The Role of Consumer Engagement and Self Brand-Connection

Technological Forecasting and Social Change, 2021
Mina Tajvidi, Teck Ming Tan, Nick Hajli
exaly