Exploring the link between consumers’ engagement and e-word of mouth in social media brand communities: a path analysis

Conference paper

Rialti, R., Zollo, L., Caliandro, A. and Ciappei, C. 2017. Exploring the link between consumers’ engagement and e-word of mouth in social media brand communities: a path analysis. 2017 Global Fashion Management Conference. Vienna, Austria 06 - 09 Jul 2017 Global Alliance of Marketing & Management Associations. pp. 494-500 https://doi.org/10.15444/GFMC2017.06.05.01
TypeConference paper
TitleExploring the link between consumers’ engagement and e-word of mouth in social media brand communities: a path analysis
AuthorsRialti, R., Zollo, L., Caliandro, A. and Ciappei, C.
Abstract

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.

Conference2017 Global Fashion Management Conference
Page range494-500
ISSN2288-825X
PublisherGlobal Alliance of Marketing & Management Associations
Publication dates
Print08 Jul 2017
Publication process dates
Deposited10 Jul 2017
Accepted07 Mar 2017
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.15444/GFMC2017.06.05.01
LanguageEnglish
Book titleGlobal Fashion Management Conference
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