publication . Master thesis . 2016 . Embargo end date: 27 May 2017

Consumer engagement in social networks brand community

Rybakovas, Paulius;
Open Access Lithuanian
  • Published: 27 May 2016
  • Publisher: Institutional Repository of Kaunas University of Technology
  • Country: Lithuania
Abstract
Consumers increasingly integrate social media into their day-to-day lives. For companies consumer engagement in a brand community on social network is becoming increasingly important for developing relations with consumers. Consumer engagement in a brand community on social network creates a dynamic relationship between the community members and the brand which contributes to an increase in consumer loyalty to the brand. The literature is abundant of studies, which examines the consumer engagement in a brand community.
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUSComputerApplications_GENERAL
free text keywords: engagement ; community ; loyalty
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