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How brand post content contributes to user's Facebook brand-page engagement : the experiential route of active participation

Gutiérrez Cillán, Jesús; Camarero Izquierdo, Carmen; … - In: Business research quarterly : BRQ 20 (2017) 4, pp. 258-274

Persistent link: https://www.econbiz.de/10011751012

Social presence and customer brand engagement on Facebook brand pages

Pongpaew, Wimmala; Speece, Mark; Tiangoongnern, Leela - In: The journal of product & brand management 26 (2017) 3, pp. 262-281

Persistent link: https://www.econbiz.de/10011744444

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

Let me entertain you? : the importance of authenticity in online customer engagement

Eigenraam, Anniek W.; Eelen, Jiska; Verlegh, Peeter - In: Journal of interactive marketing : a quarterly … 54 (2021), pp. 53-68

Persistent link: https://www.econbiz.de/10012592155

Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

Algharabat, Raed; Rana, Nripendra P.; Alalwan, Ali Abdallah - In: Journal of retailing and consumer services 53 (2020), pp. 1-13

Persistent link: https://www.econbiz.de/10012171962

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

Virtual reality marketing and customer advocacy : transforming experiences from story-telling to story-doing

Regt, Anouk de; Plangger, Kirk; Barnes, Stuart J. - In: Journal of business research : JBR 136 (2021), pp. 513-522

Persistent link: https://www.econbiz.de/10012663249

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

How Do Customers Engage in Social Media-Based Brand Communities : The Moderator Role of the Brand's Country of Origin

Huang, Yu; Zhang, Xu; Zhu, Hong - 2022

Across the globe, companies increasingly use social media-based brand communities (SMBBC) to facilitate customer engagement (CE). This study clarifies the relationship between brand trust and CE in SMBBC, which is often inconsistent in previous literature. Drawing on the uses and gratifications...

Persistent link: https://www.econbiz.de/10014084744

How do customers engage in social media-based brand communities : the moderator role of the brand's country of origin?

Huang, Yu; Zhang, Xu; Zhu, Hong - In: Journal of retailing and consumer services 68 (2022), pp. 1-11

Persistent link: https://www.econbiz.de/10013366408