Brand evangelism in the digital era: The impact of data-driven influencer marketing
Journal of Open Innovation: Technology, Market and ComplexityIn the contemporary digital landscape, influencer marketing combined with advanced data analytics has become essential in fostering brand evangelism and consumer advocacy.
Fazla Rabby +2 more
doaj +1 more source
Consumer brand engagement in social networking sites and its effect on brand loyalty
Cogent Business & Management, 2019 Marketers today use social networking sites as their communication channel to promote their brands. There is a growing importance to this media to increase consumer’s online participation and engagement.
Sudarsan Jayasingh
doaj +1 more source
Experiential marketing – A consumption of fantasies, feelings and fun. An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand [PDF]
, 2013 This thesis was submitted for the degree of Doctor of Philosophy and was awarded by Brunel UniversityThe concept of ‘brand experience’ has evolved as an essential area of study within the brand management and marketing discipline.
Ueacharoenkit, Supawan
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Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications
, 2018 The interactive nature of social networking sites contributes to reinforce engagement between consumers and brands in terms of co-creation of shared values.
Graffigna, Guendalina, Brivio, Eleonora
core +1 more source
The effect of social media communication on consumer perceptions of brands [PDF]
, 2013 Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media ...
Dabrowski, D +6 more
core +1 more source
Soft Robotic Snake with Tunable Undulatory Gait for Efficient Underwater Locomotion
Advanced Robotics Research, EarlyView.This study designs an underwater soft snake robot using 3D‐printed soft actuators, controlled by specific signals to generate sinusoidal undulation. Results show a positive correlation between speed and swing amplitude, with optimal performance at 2/3π phase offset, PLA tail, 1.2 voltage growth rate, and 6s undulation period achieving a maximum speed ...
Huichen Ma, Junjie Zhou, Raye Yeow
wiley +1 more source
Theoretical Model of Engagement in the Context of Brand Communities
BBR: Brazilian Business Review, 2017 This essay proposes to refine the concept of consumer engagement in the context of brand communities. A comprehensive review of studies addressing the phenomenon of brand community was made.
Flávia D\u2019albergaria Freitas +1 more
doaj
Social Media Marketing Activities and Their Effect on Brand Loyalty Among Generations
Journal of Enterprise and DevelopmentPurpose: The purpose of this study is to examine how age differences between Generation Z and Millennials influence the effectiveness of Social Media Marketing Activities (SMMA) on Consumer Brand Engagement (CBE) and brand loyalty.
Diana Fajarwati, Tiya Nur Haliza
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TOWARDS CONSUMER BEHAVIOUR OUTCOMES AND BRAND IDENTIFICATION THROUGH CONSUMER BRAND ENGAGEMENT
, 2023 The concept of consumer brand engagement (CBE) is a domain that recently started gaining importance. The main purpose of this paper was to determine the significance of CBE, and its dimensions/interactions for the behavioural outcomes, such as the spent and planned amounts for the selected brand, and self-brand identification.
Kursan Milaković, Ivana +2 more
openaire +1 more source
« Retail Brand Equity: A PLS Approach [PDF]
In large retail stores, France is characterized by market saturation and even a decline of several retail concepts such as variety stores, or even supermarkets and hypermarkets (Cliquet, 2000).
Magali Jara
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