Showing items with similar title or keywords.

• Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market 

  Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; Asiati, Diah Isnaini (SAGE Publications, 2023)

  This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the ...

• Would you mind your language, please? : Consumer Incivility on Social Media Platforms 

  Bhutto, Maqsood H.; Shaikh, Aijaz A.; Karjaluoto, Heikki (International Consortium for Electronic Business, 2022)

  Consumer incivility on social media platforms has recently gained the attention of academic researchers. However, few studies have presented the role that consumer incivility plays in forming social media perspectives (e.g. ...

• An empirical analysis on how relevance and credibility of content affect consumer brand engagement in Facebook and Instagram in a mixed business model 

  Moisio, Etleva (2020)

  The expansion of social media as marketing channel is explained by its efficiency in reaching multitudes in a short time at low costs. The new marketing channels require new marketing approaches aiming to achieve new ...

• The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement 

  Hepola, Janne; Karjaluoto, Heikki; Hintikka, Anni (Emerald, 2017)

  Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/me ...

• Measuring consumer brand engagement on social media with annoyance as a moderator 

  Tanttu, Tuomo (2017)

  Consumer brand engagement (CBE) is indisputably an emerging topic in the marketing literature, yet the amount of research on its antecedents and outcomes is limited. Besides academics, it has also gained traction among ...