Sheeraz, Muhammad; Tanweer, Mariam; Khan, Kanwal Iqbal; … - In: Pakistan Journal of Social Sciences (PJSS) 37 (2017) 2, pp. 593-607
The study advances conceptualization and dimensionality of consumer engagement and validate antecedents and outcomes in the context of social media. The data collected from active members of online brand communities, unveiled that consumers engage with brands and other consumers with brand...