Original paper
Can consumers be persuaded on brand microblogs? An empirical study
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
Journal
Volume
55
Issue
1
Pages
1 - 15
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Notes
History