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Customer engagement persuasion process in online brand communities: Social influence theory perspective

Poor Rezaei, SM and Heinze, A 2014, Customer engagement persuasion process in online brand communities: Social influence theory perspective , in: BAM2014: The Role of The Business School in Supporting Economic and Social Development, 9-11 Sep 2014, Belfast, Ireland.

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Abstract

Customer engagement is becoming a more important area in online brand community management. There are a number of competing theories that underline the importance of different types of community members in order to positively influence them for the benefit of the brand. This paper shares work in progress, which discusses the review of existing thinking – which is that there are a number of weaknesses and gaps in this area of research. A conceptual framework is proposed for studying based on Elaboration Likelihood Model (ELM) as well as methodology and data collection tools. It also explores Amazon Turk as a data collection tool for this kind of research.

Item Type: Conference or Workshop Item (Paper)
Themes: Media, Digital Technology and the Creative Economy
Schools: Schools > Salford Business School > Business and Management Research Centre
Journal or Publication Title: BAM2014 Proceedings
Publisher: British Academy of Management
Refereed: Yes
Related URLs:
Funders: Non funded research
Depositing User: MOJTABA POORREZAEI
Date Deposited: 15 Sep 2014 11:13
Last Modified: 29 Oct 2015 00:46
URI: http://usir.salford.ac.uk/id/eprint/32805

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