... purchased the product they are reviewing. To help provide structure for research on consumer engagement, we offer a conceptual framework (Figure 1). We operationalize consumer engagement as a set of measurable actions that consumers take on social media in response to brand-related content: reacting...

...Robert Boostrom; Siva K. Balasubramanian; John H. Summey Purpose Researchers often attempt to assess how different features and content will improve the experience of web site users. One assessment technique is to measure the attitude toward the site. A common version of this measure is the Chen...