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2017•Global Fashion Management ConferenceOpen access

EXPLORING THE LINK BETWEEN CONSUMERS ENGAGEMENT AND EWORD OF MOUTH IN SOCIAL MEDIA BRAND COMMUNITIES A PATH ANALYSIS

Riccardo Rialti, Lamberto Zollo, Alessandro Caliandro, Cristiano Ciappei

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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.

About this research paper

What this paper is about

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.

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OpenAlex reports 2 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available 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.

Key concepts: Social media, Advertising, Path (computing), Path analysis (statistics), Link (geometry), Psychology, Business, Computer science

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EXPLORING THE LINK BETWEEN CONSUMERS ENGAGEMENT AND EWORD OF MOUTH IN SOCIAL MEDIA BRAND COMMUNITIES A PATH ANALYSIS — Research Paper | ScholarLens