Why do consumers engage in online brand communities – and why should brands care?
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Consumer Marketing"
DOI: 10.1108/jcm-04-2020-3739
Abstract: Purpose The purpose of this paper is to explore consumers’ motivations for engaging in Facebook brand communities, and what outcomes brands can gain from online engagement. Design/methodology/approach An online consumer panel was used to collect… read more here.
Keywords: consumers engage; facebook brand; engage online; brand communities ... See more keywords
Connected, but are they engaged? Exploring young adults' willingness to engage online and off-line
Sign Up to like & getrecommendations! Published in 2022 at "First Monday"
DOI: 10.5210/fm.v27i3.11688
Abstract: Past research has been inconsistent about how awareness and social activism influence young adults’ likelihood of virtual or in-person engagement. The present study thus conducted a national survey of young adults to examine further how… read more here.
Keywords: young adults; connected engaged; social media; line ... See more keywords