... to process information using brand schema, influenced their proclivity to engage with brands online through consuming and co-creating brand-related content, and the influence of online brand engagement on actual purchase of brands. Design/methodology/approach Two experiments were conducted to test...

...@uww.edu 19 05 2020 09 08 2020 22 09 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media marketing Social networks CRM Customer value Online branding Business to business marketing Sales force management Value...

... Social media marketing Facebook Online branding Online consumer behavior Motives of social media usage Brand–consumer interactions Social media branding Uses and gratifications There is little doubt that social media have gained increasing popularity among consumers. According to a worldwide...

... Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Internet marketing Social media marketing Online branding Branding Consumer loyalty Marketing psychology Consumer-based brand equity The growth of digital marketing platforms and user dynamics...

...Wioleta Kucharska Purpose There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied...

... Limited Licensed re-use rights only Facebook Marketing communications Computer mediated communication Consumer behavior internet Online branding Content marketing SNS Users reaction Involvement Engagement In the past decade, a growing number of companies, public and private, have...

... 2016 04 08 2016 07 08 2016 © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Social media marketing Marketing communications Brand management Measurement Consumer loyalty Online branding Schultz and Peltier (2013...

...Arunima Rana; Anil Bhat; Leela Rani Purpose – The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums and virtual communities drive the diversity in nomenclature of online...

... empathetic ways. © Emerald Group Publishing Limited 2012 Blogs Customer relationship management Complaints Microblogs Twitter Social CRM Brand trust Brand benevolence Online branding By responding, companies are participating in person‐interactivity, the type of interactivity...