Community engagement and online word of mouth: An empirical investigation
Abstract
How customer engagement in a firm’s social media marketing platform − online brand community − might affect word-of-mouth behavior is an open research issue as well as a vital business problem in e-commerce. To this end, we collected a set of longitudinal data that include community engagement behavior, e-commerce transactions, and customers’ post-purchase reviews. Using a control function approach, we find that consumer engagement in a brand...
Paper Details
Title
Community engagement and online word of mouth: An empirical investigation
Published Date
Mar 1, 2018
Journal
Volume
55
Issue
2
Pages
258 - 270
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