Consumer engagement with firms through social media: A comparative study

Lynda Andrews, Constanza Bianchi, Andrés Ricardo Cuneo Zuñiga

Producció científica: Contribució a una conferènciaContribució

Resum

Social media has reached global proportions, yet little is known about consumer's engagement with firms through these technologies in different countries. This research addresses this limitation and examines Chilean and Spanish consumers' intentions to engage in social media platforms drawing on the theory of reasoned action as a theoretical model. Specifically, this study develops and tests a model of customer engagement with social media, specifically Facebook brand pages. The findings provide an understanding of the main drivers of social media engagement for consumers in two different countries.
Idioma originalAnglès
Estat de la publicacióPublicada - 27 de juny 2015
EsdevenimentAIB 2015 Annual Meeting -
Durada: 27 de juny 201530 de juny 2015

Conferència

ConferènciaAIB 2015 Annual Meeting
Període27/06/1530/06/15

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