Wayne Read
Deakin University
Customer retentionAdvertisingProduct (category theory)Consumption (economics)Word of mouthBusinessPsychologyMarketingCognitionConstruct (philosophy)CausalityEmerging technologiesPerceptionTechnology acceptance modelValue (ethics)Customer engagementPleasureTest (assessment)Context (language use)PopularityConsumer engagementExtended modelE readersNegatively associatedCustomer advocacySocial mediaRomanceRelationship marketingReading (process)Customer intelligenceCustomer to customerCustomer delightSocial psychology
Publications 4
#1Wayne ReadH-Index: 2
#2Nichola RobertsonH-Index: 14
Last. Ahmed Shahriar FerdousH-Index: 11
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Purpose This paper aims to develop and empirically test a theoretical framework of consumer engagement with brands on Twitter. Design/methodology/approach Depth interviews were conducted to gain initial insights into consumer engagement on Twitter. Using a blend of the extant literature and interview findings, a theoretical framework, including antecedents, outcomes and moderators, was developed and empirically tested using cross-sectional survey data. Findings Brand customer service and brand i...
11 CitationsSource
#1Wayne Read (Deakin University)H-Index: 2
#2Nichola Robertson (Deakin University)H-Index: 14
Last. Lisa McQuilken (Deakin University)H-Index: 12
view all 3 authors...
E-readers, or devices designed primarily for reading e-books, are taking the world by storm. Several papers in library studies and education have examined e-book consumption for academic reading. However, no previous marketing study has investigated consumers’ adoption of e-readers for pleasure reading. We address this gap by testing an extended version of the Technology Acceptance Model (TAM) with emotional attachment (TAME) in this context. Consumers’ attachment to paper books is proposed as a...
63 CitationsSource
#1Wayne ReadH-Index: 2
#2Nichola RobertsonH-Index: 14
Last. Lisa McQuilkenH-Index: 12
view all 3 authors...
2 Citations
#1Wayne ReadH-Index: 2
#2Lisa McQuilkenH-Index: 12
Last. Nichola RobertsonH-Index: 14
view all 3 authors...
The Technology Acceptance Model (TAM) aims to understand consumers’ adoption of new technologies. Some 30 years after TAM was first proposed, it is still widely used today. This paper proposes an extended version of the TAM, with the primary addition to it being the construct of consumers’ emotional attachment to an existing product. The expanded TAM, Technology Acceptance Model with Emotional Attachment (TAME), is applied to the understudied area of e-book reader technology and its adoption by ...