Understanding drivers and outcomes of lurking vs. posting engagement behaviours in social media-based brand communities

Social media-based brand communities (SMBBC) are ideal tools to develop Consumer Engagement (CE). Yet, brands do not fully understand whether members are really loyally engaged with the brand and uncertainties remain regarding SMBBC return on investment. Therefore, our aim is to understand what driv...

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Bibliographic Details
Published in:Journal of marketing management 2020-05, Vol.36 (7-8), p.660-681
Main Authors: Fernandes, Teresa, Castro, Ana
Format: Article
Language:English
Subjects:
Behavior
Brand loyalty
Brand names
brand type
Consumer engagement
Loyalty
lurking
Mass media
posting
Return on investment
Social media
social media-based brand communities
Social networks
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