Consumer brand engagement in social media: Conceptualization, scale development and validation

Journal of Interactive Marketing

Volumn 28, Issue 2, 2014, Pages 149-165

  Hollebeek, Linda D ^a   Glynn, Mark S ^b   Brodie, Roderick J ^c  

^a UNIVERSITY OF WAIKATO   (New Zealand)

^b AUCKLAND UNIVERSITY OF TECHNOLOGY   (New Zealand)

^c UNIVERSITY OF AUCKLAND BUSINESS SCHOOL   (New Zealand)

Author keywords

Consumer brand engagement; Scale development; Social media; Structural equation modeling

Indexed keywords

EID: 84900475392     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2013.12.002     Document Type: Article

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