A Bayesian network approach to juxtapose brand engagement and behaviors of substantive interest in e-services
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DOI: 10.1007/s10660-018-9320-0
Abstract: This study juxtaposes brand engagement and behaviors of substantive interest in the context of eservices and utilizes Bayesian networks for an exploratory, data-driven approach. Enlisting a behavioral focus, it investigates the item-to-item relationships between brand… read more here.
Keywords: brand engagement; engagement behaviors; substantive interest; brand ... See more keywords
Developing a Multi-Dimensional Measure of Hotel Brand Customers’ Online Engagement Behaviors to Capture Non-Transactional Value
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DOI: 10.1177/00472875211073618
Abstract: While the historical focus of customer value research has been on transactional values, it is important to also understand the non-transactional values co-created by customer online engagement behaviors. However, online engagement research in tourism has… read more here.
Keywords: engagement behaviors; non transactional; transactional values; online engagement ... See more keywords
Research on the Impact of Intercustomer Social Support on Customer Engagement Behaviors in Virtual Brand Communities
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DOI: 10.3390/bs13010031
Abstract: Customer engagement behavior is a key factor in promoting the sustainable growth of virtual brand communities. Despite the extensive research on the antecedents of customer engagement behaviors, the influence of intercustomer social support remains a… read more here.
Keywords: engagement behaviors; virtual brand; customer engagement; support ... See more keywords