KOREASCHOLAR

CUSTOMER ENGAGEMENT MEASUREMENT IN SOCIAL MEDIA

Mojtaba Poorrezaei
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422283
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.292
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Engagement is a central aspect of discussions surrounding online brand communities. The current paper advances the existing thinking associated with conceptualisation of engagement in the context of online brand communities. By understanding how brands engage in an online community we can provide better community management and benefit a brand.

Keyword
Customer engagementOnline brand communityValidated scaleRelationship marketing
Author
  • Mojtaba Poorrezaei(Nottingham Trent University, United Kingdom)