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Journal article Scopus Source The journal / series is indexed in Scopus (SCImago list). The article itself has not been verified. 200 Citations Quartil Q2

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

Amélia Carvalho , Teresa Fernandes
ISLA — Instituto Politécnico de Gestão e Tecnologia
Journal of Marketing Theory and Practice, Volume 26, Issue 1-2, 03 04 2018, pp. 23–37
DOI: 10.1080/10696679.2017.1389241

Resume

Abstract
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.

Keywords

#brand engagement #online brand communities #Social media #customer involvement #interactivity #flow experience #Customer satisfaction #trust #word-of-mouth recommendation #customer commitment #brand identification #moderating effect #Customer Engagement #Brand community #business #Variety (cybernetics) #Virtual community #Marketing #word of mouth #brand awareness #Psychology

Bibliographic Details

Publication Type Journal article
Publication Year 2018
Journal / Conference / Work Journal of Marketing Theory and Practice
Volume / Issue Vol. 26 (1-2)
Pagination pp. 23–37
Quartile (SCImago) Q2
Scopus Indexing Indexed source (via SCImago)

ISLA Authors & Affiliations

M
Maria Amélia Machado Carvalho
ameliacarvalho@iscap.ipp.pt ID: 4619-08C9-7843
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