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Antecedents to customer engagement : moderating role of media richness of brand pages
Gosain, Aditi; Srivastava, Mukta; Gupta, Deepanvita - In: Theoretical economics letters 9 (2019) 7, pp. 2550-2565
Persistent link: https://www.econbiz.de/10012213908
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Does eWOM matter to brand extension? : an examination of the impact of online reviews on brand extension evaluations
Liu, Xin; Hu, Jing; Xu, Bing - In: Journal of research in interactive marketing : … 11 (2017) 3, pp. 232-245
Persistent link: https://www.econbiz.de/10011779143
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Linking customer engagement to trust and word-of-mouth on Facebook brand communities : an empirical study
Islam, Jamid Ul; Rahman, Zillur - In: Journal of internet commerce 15 (2016) 1, pp. 40-58
Persistent link: https://www.econbiz.de/10011636431
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The effects of social media on brand attitude and WOM during a brand crisis : evidences from the Barilla case
Pace, Stefano; Balboni, Bernardo; Gistri, Giacomo - In: Journal of marketing communications 23 (2017) 2, pp. 135-148
Persistent link: https://www.econbiz.de/10011706457
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On the relationship between online brand community and brand preference in political market
Banerjee, Saikat - In: International review on public and non-profit marketing 18 (2021) 1, pp. 27-55
Persistent link: https://www.econbiz.de/10012428312
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Transforming a social media influencer's influential power to followers' word of mouth and purchase intention : the role of brand attachment, brand credibility, and parasocial rela...
Chen, Ching-fu; Lu, Hsiao-Han - In: The journal of brand management : an international journal 31 (2024) 4, pp. 415-429
Persistent link: https://www.econbiz.de/10014583661
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When is brand content shared on Facebook? : a field study on online Word-of-Mouth
Haikel-Elsabeh, Marie; Zhao, Zhenzhen; Ivens, Björn Sven; … - In: International journal of market research 61 (2019) 3, pp. 287-301
Persistent link: https://www.econbiz.de/10012172208
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What drives virality (sharing) of online digital content? : the critical role of information, emotion, and brand prominence
Tellis, Gerard J.; MacInnis, Deborah J.; Tirunillai, … - In: Journal of marketing 83 (2019) 4, pp. 1-20
Persistent link: https://www.econbiz.de/10012176058
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Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy
Bilro, Ricardo Godinho; Loureiro, Sandra Maria Correia; … - In: Journal of hospitality marketing & management 28 (2019) 2, pp. 147-171
Persistent link: https://www.econbiz.de/10012176591
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The effect of cross-cultural dimensions on the manifestation of customer engagement behaviors
Connell, Cara; Marciniak, Ruth; Carey, Lindsey Drylie - In: Journal of international marketing 31 (2023) 1, pp. 32-48
Persistent link: https://www.econbiz.de/10014233448