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[국내논문] The Role of Brand Page Experiences on Consumer Engagement in Social Media 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.44 no.3, 2020년, pp.499 - 515  

Park, Jee-Sun (Dept. of Fashion Industry, Incheon National University) ,  Ha, Sejin (Dept. of Retail, Hospitality, and Tourism Management, University of Tennessee)

Abstract AI-Helper 아이콘AI-Helper

This study develops and empirically tests a comprehensive model of consumers' brand page experiences that illuminates dynamics among perceived values (practical value, stimulation, enjoyment, and social identification), brand page engagement dimensions (cognitive engagement, affective engagement, an...

Keyword

AI 본문요약
AI-Helper 아이콘 AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

  • The results of this study make substantive contributions to the consumers' perceived brand page experience and engagement literature and brand page management on social media for developing brand loyalty.
  • This study specifically focuses on consumer engagement with brand pages on social media. Compared to the literature exploring consumer engagement with a brand as a focal object (Ahn & Back, 2018; Apenes Solem, 2016; J.
  • , offering makeup tutorials and customer reviews). By incorporating three dimensions of brand page engagement and the pragmatic and hedonic aspects of consumer perceptions of brand page experiences, this study demonstrates dynamic relationships of these factors.

가설 설정

  • 001) yielding support for H4. H5 postulated the positive impact of brand page engagement on brand loyalty. The results revealed that brand loyalty was significantly influenced by affective (γ = .
본문요약 정보가 도움이 되었나요?

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