Search results for "motivational driver"
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Motivational drivers of behavioral online brand engagement in content consumption context : examining brand commitment and trust in online content as…
2015
The Internet has become increasingly important for companies in recent years. However, online environment possesses many challenges for both managers and researchers. Moreover, it is not until recently engagement concept has begun to emerge in the marketing literature. However, it is known that engagement has a strong influence on many favorable customer outcomes. Thus, engagement is a fruitful research topic in online environment. The purpose of this explanatory study is to examine behavioral dimension of online brand engagement in context of content consumption. This study examines the effects of five motivational drivers (community, information, entertainment, identity, and remuneration)…
Motivational drivers of customer brand engagement and its effect on share of wallet in a social media context
2014
In recent years, many companies have used social media as part of their marketing and brand building activities. The rise of social media has strengthened the need for customer activation and engagement. Customer brand engagement offers companies multiple positive outcomes, such as satisfaction, trust, loyalty, and empowerment, which potentially facilitate successful business performance. The idea of engagement is relatively new in the marketing literature, and academic research has only minimally examined the potential for growth presented by engaging customers. However, numerous researchers have recognized the growing academic interest in customer brand engagement, as evidenced by the Mar…