1 - 6 of 6 articles
PurposeBased on the conceptual model of consumer engagement in a virtual brand community, this study aims to investigate this phenomenon and gauges the validity of the model’s assumptions in the context of a Facebook fan page.Design/methodology/approachThe interactions between L’Oréal Paris...
PurposeThis paper aims to explore the motivations of digital moms to develop relationships with brands in the online environment.Design/methodology/approachFollowing a qualitative, interpretative approach, this paper uses several data collection methods such as netnography, focus groups and...
PurposeThis paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into...
PurposeThe purpose of this study is to illustrate the influence of media coverage and sentiment about brands on user-generated content amplification and opinions expressed in social media.Design/methodology/approachThis study used a mixed-method approach, using a brand situation as a case...
PurposeThis study aims to enhance the understanding of how co-created content (CCC) can facilitate relevant and meaningful customer experiences in social media brand communities (SMBCs). It investigates the characteristics of CCC and explores the effects they have on member engagement from an...
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