KOREASCHOLAR

EXPLORING THE LINK BETWEEN CONSUMERS’ ENGAGEMENT AND E-WORD OF MOUTH IN SOCIAL MEDIA BRAND COMMUNITIES: A PATH ANALYSIS

Riccardo Rialti, Lamberto Zollo, Alessandro Caliandro, Cristiano Ciappei
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/325962
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Global Fashion Management Conference
2017 Global Fashion Management Conference at Vienna (2017.07)
pp.494-500
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
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.

Keyword
social mediasocial media brand communitiesconsumer engagementelectronic word of mouthconsumer trust; consumer satisfaction
Author
  • Riccardo Rialti(University of Florence, Italy)
  • Lamberto Zollo(University of Florence, Italy)
  • Alessandro Caliandro(Middlesex University, UK)
  • Cristiano Ciappei(University of Florence, Italy)