Rialti, R.; Zollo, L.; Caliandro, A.; Ciappei, C.

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

Publication dates
Type	Conference paper
Title	Exploring the link between consumers’ engagement and e-word of mouth in social media brand communities: a path analysis
Authors	Rialti, 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.
Conference	2017 Global Fashion Management Conference
Page range	494-500
ISSN	2288-825X
Publisher	Global Alliance of Marketing & Management Associations
Print	08 Jul 2017
Publication process dates
Deposited	10 Jul 2017
Accepted	07 Mar 2017
Output status	Published
Digital Object Identifier (DOI)	https://doi.org/10.15444/GFMC2017.06.05.01
Language	English
Book title	Global Fashion Management Conference

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