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Beyond the “like” : customer engagement of brand fans on Facebook

Maree, Tania; van Heerden, G. - In: European Business Review 33 (2020) 2, pp. 255-271

Purpose: The purpose of this study is to explore customer engagement (CE) in Facebook brand communities. It clusters Facebook brand fans to establish whether an existing typology holds in a diverse sample, and examines the differences in CE between the clusters. The predictive capabilities of...

Persistent link: https://www.econbiz.de/10012184763

Consumer behaviour : South African psychology and marketing applications

Mpinganjira, Mercy (ed.); Dos Santos, Maria A. O. (ed.); … - 2014 - Second impression

Persistent link: https://www.econbiz.de/10011488930

Joy to the (shopper) world : an S-O-R view of digital place-based media in upmarket shopping malls

Roux, Amarentia Thérèse; Maree, Tania - In: Journal of promotion management : innovations in … 27 (2021) 7, pp. 1031-1060

Persistent link: https://www.econbiz.de/10012623363

Consumer brand engagement : refined measurement scales for product and service contexts

Ndhlovu, Thinkwell; Maree, Tania - In: Journal of business research : JBR 146 (2022), pp. 228-240

Persistent link: https://www.econbiz.de/10013271392

Consumer behaviour : South African psychology and marketing applications

Botha, Elrie; Donga, Gift; Du Toit, Danie; Ehlers, Lene; … - 2019 - Second edition

Persistent link: https://www.econbiz.de/10012039403