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Title: Consumer-brand engagement through website stimuli
Authors: Bilro, R. G.
Loureiro, S. M. C.
Keywords: Consumer-brand engagement
Website stimuli
Online engagement
Brand advocacy
Issue Date: 2017
Publisher: EuroMed Press
Citation: Bilro, R. G. & Loureiro, S. M. C. (2017). Consumer-brand engagement through website stimuli. In Demetris Vrontis, Yaakov Weber, Evangelos Tsoukatos (Ed.), 10th Annual Conference of the EuroMed Academy of Business. (pp. 1951-1954). Rome: EuroMed Press.
Abstract: Previous studies concerning consumer engagement have been dedicated to conceptualize the construct and proposing scales to measure it (Van Doorn et al. 2010; Bolton 2011; Bijmolt et al. 2010; Brodie et al. 2011; Hollebeek et al. 2014). Yet, further research has been suggested in those studies regarding antecedents and outcomes of online consumer engagement. The following questions remain open: what drives consumers to be online engaged? And what are the outcomes of being online engaged? The aim of the current research is to contribute to the fulfillment of this gap in the literature, analyzing which dimensions of online stimuli with websites exercise more effect on online engagement and which of this dimensions’ most influence brand advocacy.
Peer reviewed: yes
ISBN: 978-9963-711-56-7
ISSN: 2547-8516
Appears in Collections:BRU-OPI - Outras publicações internacionais

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