Yousaf, Anish; Amin, Insha; Jaziri, Dhouha; Mishra, Abhishek - In: Journal of Product & Brand Management 30 (2020) 1, pp. 44-57
Purpose: The purpose of this study is to examine how consumer-brand engagement on social networking sites (SNS) is an outcome of the message orientation/vividness. Design/methodology/approach: Message design is proposed to include two components, namely, orientation and vividness. The message...