Drivers of Social Commerce through Brand Engagement
نویسندگان
چکیده
منابع مشابه
The impact of the Subjective, Social and Behavioral Drivers on Consumer Brand Engagement: Comparison between Hedonic and Utilitarian Goods
Consumer -brand engagement is a new concept in marketing literature that has attracted increasing attention of academics and researchers. The impact of consumers’ engagement with a specific brand on corporate performance is the factor that has caused this concept to receive increasing attention in recent years. The present study is an attempt to investigate the effect of subjective drivers (inv...
متن کاملBrand Engagement and Brand Loyalty
Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
متن کاملBrand Engagement and Brand Loyalty
Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
متن کاملThe roles of brand community and community engagement in building brand trust on social media
Brand communities and social media often overlap. Social media is an ideal environment for building brand communities. However, there is limited research about the benefits and consequences of brand communities established on social media platforms. This study addresses this issue by developing a model depicting how consumers’ relationship with the elements of a brand community based on social ...
متن کاملConsumer Brand Engagement in Social Media: Conceptualization, Scale Development & Validation
Consumer Brand Engagement in Social Media: Conceptualization, Scale Development & Validation Abstract In the last three decades an influential research stream has emerged, which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the ‘consumer brand engagement’ (CBE) concept has been postulated to more comprehensively reflect the nature of consumers’ parti...
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ژورنال
عنوان ژورنال: Procedia - Social and Behavioral Sciences
سال: 2015
ISSN: 1877-0428
DOI: 10.1016/j.sbspro.2015.10.087