... WeChat users by using PLS-SEM. Findings The results confirmed that the confirmation of customer expectations positively affected FCO and RCO. Additionally, FCO and RCO had different effects on customer satisfaction, depending on product type and brand awareness, and their effects on customers' post...

... the engaging content and a promotional message influence the effectiveness of product placement in social media? RQ4. Does brand awareness of the engaging content influence the effectiveness of product placement in social media? The rest of the paper is organized as follows. First, we discuss...

... Limited 2013 Online brand community EWOM Negative event Brand community identification Brand involvement Brand awareness Brand loyalty Brand community as a social aggregate has drawn the attention of brand fans and has become increasingly prevalent. Marketers who recognize the value...