To engage or not: how does concern for personal brand impact consumers’ Social Media Engagement Behaviour (SMEB)?

To be or not to be in social media: How brand loyalty is affected by social media?

There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based o...

The Impact of Social Media Marketing on Brand Loyalty

This article is "Retracted" at 2018/04/04 due to "Plagiarism" totally from "Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360."

Consumer 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...

Patient engagement or social media marketing?

The 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 ...