The influence of identity-driven customer engagement on purchase intention

Volume: 47, Pages: 339 - 347
Published: Mar 1, 2019
Abstract
null null Drawing on social identification theory and motivation of expectancy, the current study examines the relationship between social identification, customer engagement and purchase intention in the context of online communities. Social identification is operationalised into person-to-person and person-to-community identifications, whereas customer engagement into attitudinal and behavioural engagement. This study was undertaken with...
Paper Details
Title
The influence of identity-driven customer engagement on purchase intention
Published Date
Mar 1, 2019
Volume
47
Pages
339 - 347
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