A process model for identifying online customer engagement patterns on Facebook brand pages
Abstract
Purpose The purpose of this paper is to develop and empirically test a process model (comprising of seven dimensions), for identifying online customer engagement patterns leading to recommendation. These seven dimensions are communication, interaction, experience, satisfaction, continued involvement, bonding, and recommendation. Design/methodology/approach The authors used a non-participant form of netnography for analyzing 849 comments from...
Paper Details
Title
A process model for identifying online customer engagement patterns on Facebook brand pages
Published Date
Apr 3, 2018
Volume
31
Issue
2
Pages
595 - 614
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