Results 21 to 30 of about 30,746 (309)
Amalee, 2023 Social media has become an almost ubiquitous environment for human interaction. As a result, as the use of Social Media becomes more and more common, companies today are trying to reach and interact with customers and prospects through social media ...
Riva Su’ada, Ahyar Yuniawan
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EXAMINING THE CONSEQUENCES OF GAMIFICATION ON CONSUMER BRAND ENGAGEMENT
International Journal of Business & Economics (IJBE), 2021 Recently companies started to use gamification in their businesses by applying techniques and concepts from games to their marketing strategies. Gamification concept can be applied to actual games, virtual trophies, points, and vouchers. The idea is that marketing strategies and activities that mirror games are better at engaging customers. Accordingly,
Nouran El Shaboury, MBA +1 more
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The impact of brand communication on brand equity through Facebook [PDF]
, 2015 Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook.
Dabrowski, D +5 more
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AMAR (Andalas Management Review), 2023 The customer engagement behavior is an important concept for the company along with the increasing use of social media by consumers. Previous studies examined customer engagement behavior on social media by the role of technology factors or features on ...
Dwi Martiyanti
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A consumer engagement systematic review: synthesis and research agenda [PDF]
Spanish Journal of Marketing-ESIC, 2020 Purpose – This paper aims to review the existing literature about consumer engagement, provide an accurate mapping of this research field, propose a consumer engagement typology and a conceptual framework and offer a research agenda for this domain ...
Ricardo Godinho Bilro +1 more
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Enhancing Brand Loyalty Through Consumer-Celebrity Congruence in the Hospitality Sector [PDF]
African Journal of Hospitality, Tourism and LeisureThis study aims to investigate how consumer-celebrity match impacts brand engagement and loyalty in the hospitality industry with an effort to understand better consumer-celebrity marketing and its underlying principles the Meaning Transfer Model (MTM ...
Duong Bao TRUNG +3 more
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The Role of Brand Personality in Consumer Brand Engagement
INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT, 2023 The purpose of this paper is to explore the connection between brand character and customer commitment. The personality of a brand describes how its products and services are perceived by its target audience. Brand engagement refers to the emotional investment and participation of customers in a brand. Highlighting significant results and research gaps,
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Journal of Competitiveness, 2020 Brand engagement and eWOM intention have been found to be critical factors driving competitive advantage for companies, as the evolution of social networking sites has changed the perspective of how companies engage with customers.
Quyen Phu Thi Phan +2 more
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Mapping methods of research on consumer engagement with brands on social media: A literature review
Methodological Innovations, 2021 Consumer-brand engagement on social media is a widely studied research topic with high relevance for marketing practitioners. However, the discipline is affected by a conceptual divergence and limited understanding of applicable research methods.
Petra Audy Martínek
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The Antecedents of Facebook Brand Page Engagement in Public Relations [PDF]
MATEC Web of Conferences, 2023 Social media has increased the integration of marketing and PR. Consequently, due to this transition, businesses increasingly value customer relations above transactional marketing through social media brand pages communication.
Morshed Ahmed Fahim +2 more
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