- Title
- Exploring the effect of social media marketing on consumer-brand engagement
- Creator
- Cheung, Man Lai; Pires, Guilherme D.; Rosenberger III, Philip J.
- Relation
- Global Business & Economics Anthology Vol. 1, Issue March 2018, p. 1-15
- Relation
- https://www.conferences-besi.com/#publications-01
- Publisher
- Business & Economics Society International
- Resource Type
- journal article
- Date
- 2018
- Description
- Marketing research gives attention to social media marketing (SMM) and the chaleenges it raises justify further examination. Similarly, the attention afforded to the consumer-brand engagement (CBE) reflects the importance of the phenomenon for consumer behaviour. CBE is recognised as a key research priority. Understanding of the effects of SMM as an antecedent to CBE is limited. This study develops a conceptual model that accounts for cognitive processing, affection and activation, in examining the effects of SMM on CBE.
- Subject
- social media marketing; social media; consumer-brand engagement; engagement; cognitive; affection; activation
- Identifier
- http://hdl.handle.net/1959.13/1452291
- Identifier
- uon:44400
- Identifier
- ISSN:1553-1392
- Language
- eng
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