Results 281 to 290 of about 30,746 (309)

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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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: 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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Digital doppelgänger: navigating consumer brand engagement in the metaverse

Journal of Research in Interactive Marketing
Purpose Brands are seizing their latitude in the metaverse – this study conceptualizes a digital doppelgänger as the sense of embodiment of the physical person and unpacks their effect on consumer brand engagement by examining the mediating role of digital doppelgänger’s brand interactions.
Jashim Khan, Meng Tao, Ansar Abbass
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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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Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

Journal of Research in Interactive Marketing, 2021
Zalfa Laili Hamzah, Muhammad Waqas
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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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
Waqar Nadeem, Teck Ming Tan, Mina Tajvidi   +2 more
exaly  

Attributes of Instagram influencers impacting consumer brand engagement

International Journal of Internet Marketing and Advertising, 2021
Helen Inseng Duh, Thabile Thabethe
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Consumer-brand engagement: toward a comprehensive theoretical framework

2014
Consumer-brand engagement (CBE) is a recent concept in the marketing literature expanding the domain of relationship marketing. The concept of CBE has become increasingly important in the academic and managerial marketing debate over the last years, as Brodie et al.
Graffigna G, Gambetti RC
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