The Antecedents and Consequences of Consumer Engagement in Social Networking Sites

ÖZATA F. Z., Lujja A.

30th International Business-Information-Management-Association Conference, Madrid, İspanya, 8 - 09 Kasım 2017, ss.2534-2535 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Madrid
  • Basıldığı Ülke: İspanya
  • Sayfa Sayıları: ss.2534-2535
  • Anahtar Kelimeler: Consumer Engagement, Social Networking Sites, Involvement, Loyalty, Trust, Satisfaction, WOM, Commitment
  • Anadolu Üniversitesi Adresli: Evet

Özet

Consumer engagement is increasingly becoming one of the important issues in the competitive business environment. Both researches and practitioners are focusing on how consumer engagement can be enhanced through different channels. The emergence of social networks has significantly caused a shift in consumer behaviors and brand relationships. With its unique features and structure, Social Networking Sites (SNS) offer an upper advantage to build consumer brand relationships and instant consumer engagement. Although researchers and practitioners are giving so much importance to consumer engagement, there is still a need to understand what influences engagement and how engagement affects consumer behavior.