The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge
ML Cheung, G Pires, PJ Rosenberger - Asia Pacific Journal of …, 2020 - emerald.com
ML Cheung, G Pires, PJ Rosenberger
Asia Pacific Journal of Marketing and Logistics, 2020•emerald.com… This study contributes to the branding literature by providing an understanding of the role
of social-media marketing elements in the brand-building process. Social media is a
marketing channel recognised by its effectiveness in communicating brand-related
information and its role as a means to stimulate consumers' brand engagement and brand
knowledge. However, how effective these … This paper investigates the impact of social-media
marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth …
of social-media marketing elements in the brand-building process. Social media is a
marketing channel recognised by its effectiveness in communicating brand-related
information and its role as a means to stimulate consumers' brand engagement and brand
knowledge. However, how effective these … This paper investigates the impact of social-media
marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth …
Abstract
Purpose
This paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.
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