Skip to the content

Online brand community engagement : Elaboration Likelihood Model (ELM) perspective

Poor Rezaei, SM 2015, Online brand community engagement : Elaboration Likelihood Model (ELM) perspective , in: Researching Social Media : Methods, Frameworks and Insights, 1 June 2015, Birmingham. (Unpublished)

Full text not available from this repository. (Request a copy)

Abstract

The role of online brand communities (OBC) as rich interactive multimedia environment in strategic marketing has dramatically changed over the past 15 years (Baldus, 2015). A wide range of brands has invested on development of these communities to offer unique brand experience to their customers. The main challenge that these brands have is how to engage their customers in the most appropriate way.

Item Type: Conference or Workshop Item (Keynote)
Themes: Subjects outside of the University Themes
Schools: Schools > Salford Business School
Publisher: The Academy of Marketing
Refereed: Yes
Related URLs:
Funders: Non funded research
Depositing User: MOJTABA POORREZAEI
Date Deposited: 31 Jul 2015 16:11
Last Modified: 05 Apr 2016 19:31
URI: http://usir.salford.ac.uk/id/eprint/35925

Actions (login required)

Edit record (repository staff only) Edit record (repository staff only)