Results 31 to 40 of about 11,039 (305)

How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market

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, Nhat Tan Pham, Lien H.L Nguyen   +2 more
doaj   +1 more source

A theoretical perspective on consumer brand engagement

INTERNATIONAL JOURNAL OF COMMERCE AND BUSINESS MANAGEMENT, 2020
Consumer brand engagement has a major impact on the output and the revenues of a company. Consumer engagement refers to a psychological state which is directed towards an engagement object. The engagement object can be of various types such as a product or a service brand, organisation, organisational entities etc.
Shobha Pandey, Saurabh Singh
openaire   +1 more source

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
doaj   +1 more source

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, lee Goi Chai, Adamu Adamu Abbas   +2 more
doaj   +1 more source

Social media and consumer engagement: A bibliometric analysis and future research directions [PDF]

Innovative Marketing
Type of the article: Research Article AbstractAs digital platforms reshape consumer–brand interactions, social media has become a critical driver of multidimensional consumer engagement.
Niramon Rawangngam, Pimlapas Pongsakornrungsilp, Chukiat Siriwong, Kanokkan Ketkaew, Sasawalai Tonsakunthaweeteam, Vikas Kumar   +5 more
doaj   +1 more source

The Members Engagement of Health-Oriented Brand Communities in Iranian Social Networks: Developing Suitable Content Strategy

Journal of Biostatistics and Epidemiology, 2019
Introduction: Creating engagement with generated content has become a major challenge for health-oriented brand communities. Therefore, the present study seeks to fully understand the brand - consumer and consumerconsumer engagement with the content ...
kianoush Nazari Ameleh, Pejman Jafari, Farhad Ghaffari   +2 more
doaj   +1 more source

Reward and Consumer Brand Engagement: Building Brand Loyalty in The On-Demand Service Platform

Indonesian Journal of Business and Entrepreneurship
Background: The on-demand service platform is an uprising business that has become more popular recently. Nevertheless, the competition within this industry can make it hard for companies to survive.
Desman Hidayat, Selviana, Muhamad Agung Alfaizah, Stefanus Rumangkit, Chairani Putri Pratiwi   +4 more
doaj   +1 more source

Consumer engagement with self-expressive brands: brand love and WOM outcomes [PDF]

Journal of Product & Brand Management, 2014
Purpose – The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook “likes”. It explores the extent to which these brands are self-expressive and examines the relationship between brand “liking” and brand outcomes. Brand outcomes include brand love and advocacy, where advocacy
Wallace, Elaine, Buil, Isabel, Chernatony, Leslie de   +2 more
openaire   +3 more sources

The rules of engagement: how to motivate consumers to engage with branded mobile apps [PDF]

Journal of Marketing Management, 2018
This research presents and validates a framework, which illustrates how to motivate consumers to engage with branded mobile applications, or apps. The framework shows that consumer involvement with branded apps underpins two sets of consumer perceptions of the benefits that the app offers, which reflect the different motives for engaging with the app ...
Stocchi, Lara, Michaelidou, Nina, Pourazad, Naser, Micevski, Milena   +3 more
openaire   +1 more source

Gut microbiome and aging—A dynamic interplay of microbes, metabolites, and the immune system

FEBS Letters, EarlyView.
Age‐dependent shifts in microbial communities engender shifts in microbial metabolite profiles. These in turn drive shifts in barrier surface permeability of the gut and brain and induce immune activation. When paired with preexisting age‐related chronic inflammation this increases the risk of neuroinflammation and neurodegenerative diseases.
Aaron Mehl, Eran Blacher
wiley   +1 more source