Exploring the link between consumers’ engagement and e-word of mouth in social media brand communities: a path analysis

Rialti, Riccardo, Zollo, Lamberto, Caliandro, Alessandro and Ciappei, Cristiano (2017) Exploring the link between consumers’ engagement and e-word of mouth in social media brand communities: a path analysis. Global Fashion Management Conference. In: 2017 Global Fashion Management Conference, 06-09 Jul 2017, Vienna, Austria. . ISSN 2288-825X [Conference or Workshop Item] (doi:10.15444/GFMC2017.06.05.01)

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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.

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