EXPLORING THE LINK BETWEEN CONSUMERS’ ENGAGEMENT AND E-WORD OF MOUTH IN SOCIAL MEDIA BRAND COMMUNITIES: A PATH ANALYSIS
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2017.07
- 7페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : GFMC Session1
ㆍ저자명 : Riccardo Rialti, Lamberto Zollo, Alessandro Caliandro, Cristiano Ciappei
영어 초록
Recently, marketing researchers have started to explore the impact of Social Media Brand Communities in digital marketing strategies. However, in spite of this interest, scant attention has been paid to the micro-mechanisms stimulating electronic word of mouth (E-WOM) within social media brand community. In this sense, this exploratory research aims to explore how consumers‟ engagement is related with positive E-WOM.
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