The DOI matches its Crossref record; 20 of the 20 references it cites were found in a registry or an index.
The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations
Open accessAbstract
Although there are several marketing implications that have been considered in the context of social media marketing, less attention has been paid to the influence of antecedents of consumer brand engagement (telepresence, social presence and involvement) and their consequences for non-profit organizations. Thus, the main purpose of current research is to examine the influence of telepresence, social presence and involvement on consumer brand engagement (CBE) (second-order), which in turn affects electronic word of mouth and willingness to donate. To test the proposed model, this paper used social media platforms. We employed a Facebook page that presents non-profit organizations (brands) using a sample of non-students. We found that telepresence, social presence and involvement positively impact CBE, which in turn impacts electronic word of mouth and willingness to donate. The findings of our research demonstrate how CBE is formed in this particular context and what outcomes are to be expected, with important implications for both marketing theory and practice.
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“Therefore, according to Hollebeek et al. (2014), previous research on engagement literature covers: brands, offerings, organizations and organizational activities occurring beyond purchase (Patterson et al., 2006; van Doorn et al., 2010), while consumer engagement and brand engagement often reflect…”
BackgroundResultInfluentialThe Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands
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Cited by
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., et al. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102168 · Cited by 4,608
“Social media enables companies to connect with their customers, improve awareness of their brands, influence consumer’s attitudes, receive feedback, help to improve current products and services and increase sales (Algharabat et al., 2018; Kapoor et al., 2018; Kaur et al., 2018, Lal et al., 2020).”
BackgroundSelf-citationSocial media marketing: Comparative effect of advertisement sources
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2017.11.001 · Cited by 587
Self-citationThe influence of e-banking service quality on customer loyalty: A moderated mediation approach
Shankar, A., & Jebarajakirthy, C. (2019) · International Journal of Bank Marketing · doi:10.1108/ijbm-03-2018-0063 · Cited by 325
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021) · Review of International Business and Strategy · doi:10.1108/ribs-07-2020-0089 · Cited by 311
Self-citationJin, S. V., Ryu, E., & Muqaddam, A. (2021) · Journal of Fashion Marketing and Management: An International Journal · doi:10.1108/jfmm-04-2020-0059 · Cited by 146
Metadata
- Authors
- Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z.
- Venue
- Journal of Retailing and Consumer Services
- Publisher
- Elsevier BV
- Published
- 2018-01
- Volume
- 40
- Pages
- 139-149
- ISSN
- 0969-6989 (ISSN-L)
- OpenAlex
- W2766872368
- Cited by
- 280
- References
- 20
- FWCI
- 43.33
- Type
- journal article
- Language
- en
- Open access
- green
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- Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018). The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2017.09.011
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