UNDERSTANDING CUSTOMER BRAND ENGAGEMENT WITH VIRTUAL SOCIAL COMMUNITIES: A COMPREHENSIVE MODEL OF DRIVERS, OUTCOMES AND MODERATORS

• Tipo: Artigo em Revista Científica Internacional
• Data: 2018

Autores

Amélia Carvalho (Autor) FEP; Teresa Fernandes (Autor) FEP

Revista

Título: Journal of Marketing Theory and Practice

Vol. 26

Páginas: 23-37

ISSN: 1069-6679

Editora: Taylor & Francis

Indexação

ISI Web of Knowledge - 0 Citações

Scopus - 141 Citações

Classificação Científica

CORDIS: Ciências Sociais

FOS: Ciências sociais

Outras Informações

ID Authenticus: P-00N-MFW

DOI: 10.1080/10696679.2017.1389241

Abstract (EN): Social media has established a new dynamic in marketing, enabling customers to engage with brands in a variety of ways. This article aims to develop a comprehensive model of drivers, outcomes, and moderators of customer brand engagement (CBE) on virtual brand communities in social media. Based on a survey of 799 customers, findings identify involvement, interactivity, and flow experience as key drivers of CBE, and satisfaction, trust, word-of-mouth referrals, and commitment as associated outcomes, with identification and trust in the brand community acting as moderators. This study provides new insights about the CBE process, offering valuable suggestions to brand managers.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Nº de páginas: 15