Customer engagement in Facebook brand communities: A case study from automotive in the Czech Republic
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Suggested Citation
DOI: 10.15240/tul/001/2024-4-012
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References listed on IDEAS
- Kumar, Jitender & Kumar, Vikas, 2020. "Drivers of brand community engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
- Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
- Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
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More about this item
Keywords
Social media; brand community; engagement rate; uses and gratification theory; dialogic communication;All these keywords.
JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
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