Results 31 to 40 of about 2,788,848 (287)
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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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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The Role of Nostalgia-Evoked Marketing in Driving Brand Engagement Among Millennials. Emotional Brand Attachment as A Mediator [PDF]
Mağallaẗ Rāyaẗ Al-Dawliyyaẗ Lil ʿulūm Al-TiğāriyyaẗIn increasingly competitive and digitally saturated markets, brands are continuously seeking emotionally resonant strategies to strengthen consumer engagement.
Dr. Yasmeen Mohamed Almaleeh +1 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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Cogent Business & ManagementThe present study integrates the Stimulus–Organism–Response model into influencer marketing. This study examines consumer-brand engagement as a vital link between influencer attributes (credibility, authenticity, and content quality) and followers’ brand
Amira Gamal Ahmed, Hazem Rasheed Gaber
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Social media and consumer engagement: A bibliometric analysis and future research directions [PDF]
Innovative MarketingType 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 +5 more
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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
Wallace, Elaine +2 more
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Reward and Consumer Brand Engagement: Building Brand Loyalty in The On-Demand Service Platform
Indonesian Journal of Business and EntrepreneurshipBackground: 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 +4 more
doaj +1 more source
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 +2 more
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Consumer Engagement into Brand Equity Creation
Procedia - Social and Behavioral Sciences, 2014 AbstractThough there are number of studies about consumer brand engagement, there is still a lack of research, analysing how to engage consumers in value creation in pursuance of higher brand equity. This article deals with identification of company-related and consumer-related factors that influence consumer brand engagement; it defines important ...
Kuvykaite, Rita, Piligrimiene, Zaneta
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