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Full-Text Articles in Marketing
Customer Brand Engagement On Online Social Media Platforms: A Conceptual Model And Empirical Analysis, Justina Malciute, Polymeros Chrysochou
Customer Brand Engagement On Online Social Media Platforms: A Conceptual Model And Empirical Analysis, Justina Malciute, Polymeros Chrysochou
Polymeros Chrysochou
The aim of this paper is to contribute to the knowledge of a newly emerged concept of customer engagement with brands in the context of online social media platforms. Drawing on the overview of currently available academic literature and the results of a quantitative consumer study, the paper delivers a thorough investigation of the concept and proposes a conceptual model of customer brand engagement on online social media platforms. The study suggests that customer brand relationship related factors will influence the level of customer engagement, which in turn will affect the levels of behavioral loyalty and intention to recommend the …
Understanding Consumer-Generated Advertising For Mainstream Fashion Goods, Athanasios Krystallis, Polymeros Chrysochou
Understanding Consumer-Generated Advertising For Mainstream Fashion Goods, Athanasios Krystallis, Polymeros Chrysochou
Polymeros Chrysochou
This paper provides empirical evidence about the existence of the source effect in the context of consumer-generated advertising (CGA) for mainstream fashion goods. In particular, it investigates consumer perceptions towards the creator and the message in a CGA as opposed to a company-created ad, and if those perceptions influence general consumer attitudes towards the ad, attitudes towards the brand, as well as consumers’ purchase intention. An online 2x2 between-subjects experiment was constructed in which participants were exposed to an actual CGA or an actual company-created ad for a mainstream fashion brand; moreover, subjects were provided different information about the source …