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The Effects of Brand Engagement in Social Media on Share of Wallet

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Karjaluoto, H., Munnukka, J., & Tiensuu, S. (2015). The Effects of Brand Engagement in Social Media on Share of Wallet. In R. Bons, J. Versendaal, A. Pucihar, & M. K. Borstnar (Eds.), Proceedings of the 28th Bled eConference : #e WellBeing (pp. 436-448). Moderna organizacija. https://domino.fov.uni-mb.si/proceedings.nsf/0/aad14a5d4998e258c1257e5b004c9713/$FILE/5_Karjaluoto.pdf
Authors
Karjaluoto, Heikki |
Munnukka, Juha |
Tiensuu, Severi
Editors
Bons, Roger |
Versendaal, Johan |
Pucihar, Andreja |
Borstnar, Mirjana Kljajic
Date
2015
Discipline
Basic or discovery scholarshipMarkkinointiBasic or discovery scholarshipMarketing
Copyright
© The Authors. This is a final draft version of an article whose final and definitive form has been published in the Proceedings of the 27th Bled eConference "eWellBeing".

 
Customer engagement and share‐of‐wallet (SOW) are relatively new in the marketing literature, and academic research has only limitedly examined these concepts. This study presents five motivational drivers of customer brand engagement in social media and examines the nature of the relationship between these drivers and engagement. The moderation effect of consumer innovativeness on the relationship between engagement and SOW is also examined. Results suggest that community exerts the strongest positive effect on customer brand engagement and that such engagement positively influences SOW. The findings also indicate that consumer innovativeness strengthens the relationship between engagement and SOW. The findings also show that frequency of visits on the brand community site predict higher SOW. This study contributes to the understanding of customer brand engagement by describing how online brand community engagement and its antecedents drive SOW.
Publisher
Moderna organizacija
ISBN
978-961-232-281-6
Parent publication ISBN
Conference
Bled eConference
Is part of publication
Proceedings of the 28th Bled eConference : #e WellBeing
Keywords
customer brand engagement share of wallet brand sosiaalinen media

Original source
https://domino.fov.uni-mb.si/proceedings.nsf/0/aad14a5d4998e258c1257e5b004c9713/$FILE/5_Karjaluoto.pdf

URI

http://urn.fi/URN:NBN:fi:jyu-201510303538

Publication in research information system

https://converis.jyu.fi/converis/portal/detail/Publication/25254491

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