Results 21 to 30 of about 11,039 (305)
Factors Increasing Consumer Engagement of Branded Content in Instagram [PDF]
IEEE Access, 2021 Companies use social media to foster ongoing relationships with customers. One specific way companies do this is by fostering brand communities through fan pages on social networking sites. These virtual platforms allow consumers to become brand advocates.
Elena Cuevas-Molano +2 more
openaire +3 more sources
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,
openaire +1 more source
Antecedents and consequences of luxury brand engagement in social media [PDF]
Spanish Journal of Marketing-ESIC, 2019 Purpose – The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and ...
Amélia Brandão +2 more
doaj +1 more source
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
doaj +1 more source
User-Generated Content and Consumer Brand Engagement [PDF]
, 2019 Debates on the importance of user-generated content (UGC) and consumer brand engagement have increasingly gained attention amongst researchers, practitioners, marketing managers, and business leaders. UGC is a concept popularized in the 21st century with the advent and rise of Web 2.0 technology. Web 2.0 has gained recognition due to its novel features
Naeem, Muhammad, Okafor, S.
openaire +2 more sources
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
core +1 more source
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
doaj +1 more source
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
doaj +1 more source
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
doaj +1 more source
Anteseden dan Konsekuensi dari Consumer Brand Engagement
, 2023 Penelitian ini memiliki tujuan untuk menganalisis pengaruh Entertainment, Customisation, Interaction, Electronic Word of Mouth (EWOM), dan Trendiness, terhadap Consumer Brand Engagement dan Consumer Brand Engagement terhadap Brand Image.
Riorini, Sri Vandayuli +3 more
core +1 more source