Original paper

Can consumers be persuaded on brand microblogs? An empirical study

Volume: 55, Issue: 1, Pages: 1 - 15
Published: Jan 1, 2018
Abstract
Building upon the persuasion theory in the social psychology literature, this study investigates how companies can use microblogging services to influence consumers’ participation and brand loyalty. We develop and empirically test our research model using an online survey in China. Our findings show that persuasion factors, including information quality, perceived similarity, and source credibility, increase community commitment. Perceived...
Paper Details
Title
Can consumers be persuaded on brand microblogs? An empirical study
Published Date
Jan 1, 2018
Volume
55
Issue
1
Pages
1 - 15
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.