dc.contributor.author | Karjaluoto, Heikki | |
dc.contributor.author | Munnukka, Juha | |
dc.contributor.author | Tiensuu, Severi | |
dc.contributor.editor | Bons, Roger | |
dc.contributor.editor | Versendaal, Johan | |
dc.contributor.editor | Pucihar, Andreja | |
dc.contributor.editor | Borstnar, Mirjana Kljajic | |
dc.date.accessioned | 2015-11-04T06:40:53Z | |
dc.date.available | 2015-11-04T06:40:53Z | |
dc.date.issued | 2015 | |
dc.identifier.citation | 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.), <i>Proceedings of the 28th Bled eConference : #e WellBeing</i> (pp. 436-448). Moderna organizacija. <a href="https://domino.fov.uni-mb.si/proceedings.nsf/0/aad14a5d4998e258c1257e5b004c9713/$FILE/5_Karjaluoto.pdf" target="_blank">https://domino.fov.uni-mb.si/proceedings.nsf/0/aad14a5d4998e258c1257e5b004c9713/$FILE/5_Karjaluoto.pdf</a> | |
dc.identifier.isbn | 978-961-232-281-6 | |
dc.identifier.other | CONVID_25254491 | |
dc.identifier.other | TUTKAID_67566 | |
dc.identifier.uri | https://jyx.jyu.fi/handle/123456789/47565 | |
dc.description.abstract | 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. | |
dc.language.iso | eng | |
dc.publisher | Moderna organizacija | |
dc.relation.ispartof | Proceedings of the 28th Bled eConference : #e WellBeing | |
dc.relation.uri | https://domino.fov.uni-mb.si/proceedings.nsf/0/aad14a5d4998e258c1257e5b004c9713/$FILE/5_Karjaluoto.pdf | |
dc.subject.other | customer brand engagement | |
dc.subject.other | share of wallet | |
dc.subject.other | brand | |
dc.title | The Effects of Brand Engagement in Social Media on Share of Wallet | |
dc.type | conferenceObject | |
dc.identifier.urn | URN:NBN:fi:jyu-201510303538 | |
dc.contributor.laitos | Kauppakorkeakoulu | fi |
dc.contributor.laitos | School of Business and Economics | en |
dc.contributor.oppiaine | Basic or discovery scholarship | fi |
dc.contributor.oppiaine | Markkinointi | fi |
dc.contributor.oppiaine | Basic or discovery scholarship | en |
dc.contributor.oppiaine | Marketing | en |
dc.type.uri | http://purl.org/eprint/type/ConferencePaper | |
dc.date.updated | 2015-10-30T07:15:10Z | |
dc.relation.isbn | 978-961-232-281-6 | |
dc.type.coar | conference paper | |
dc.description.reviewstatus | peerReviewed | |
dc.format.pagerange | 436-448 | |
dc.type.version | acceptedVersion | |
dc.rights.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". | |
dc.rights.accesslevel | openAccess | fi |
dc.relation.conference | Bled eConference | |
dc.subject.yso | sosiaalinen media | |
jyx.subject.uri | http://www.yso.fi/onto/yso/p20774 | |