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  • Μικρογραφία εικόνας
    Τεκμήριο
    Drivers and οutcomes of consumer engagement in social media-based brand communities
    (2021-03-02) Gigourtaki, Niki; Γιγουρτάκη, Νίκη; Athens University of Economics and Business, Department of Marketing and Communication; Repoussis, Panagiotis; Argouslidis, Paraskevas; Drossos, Dimitrios
    This study contributes to bridge a gap in the literature, since there is a lack of research on online consumer engagement, its drivers and outcomes, based on different brand types, and is largely conceptual. From a managerial point of view, this study exhibits insights to brands holding social media-based brand communities, specifically on Instagram and Facebook, helping them to define customer-oriented strategies, by considering the advantages consumers value the most when they engage with brands. In addition, even if brands are progressively investing in these communities, doubts still exist concerning the ROI of these efforts. By demonstrating the positive impact of social media engagement behaviors on brand loyalty, this study provides evidence of the relevance between Instagram and Facebook communities and brands.