Sökning: "Affective customer engagement"

Hittade 2 uppsatser innehållade orden Affective customer engagement.

1. 1. A study on the association of firm-generated content on Instagram, affective customer engagement, and positive electronic word of mouth: Evidence from food industry of Pakistan

   Magister-uppsats, Högskolan i Gävle/Avdelningen för ekonomi

   Författare :Muhammad Usman Anwar; Usman Younis; [2023]
   Nyckelord :Firm generated content; Affective customer engagement; Perceived enjoyment; Perceived originality; Positive electronic word of mouth;

   Sammanfattning : In marketing literature, the consumer engagement concept has gained the significant attention of researchers. Based on the stimuli-organism-response (S-O-R) framework, current research proposed to analyze the association between consumers' perception of characteristics of firm-generated content (FGC) on Instagram and positive electronic word of mouth by consumers through affective consumer engagement. LÄS MER

3. 2. Drivers of Negative Customer Engagement : A quantitative study testing a model of negative customer engagement and its proposed antecedents

   Master-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Månsson Ludwig; Hempel Ossian; [2022]
   Nyckelord :Perceived justice; Customer engagement; Negative customer engagement; Negative disconfirmation; Cognitive appraisal theory;

   Sammanfattning : Abstract Purpose - The purpose of this study is to extend the current understanding of NCE and its antecedents. Design/methodology/approach - A deductive approach was used to confirm the proposed model of NCE using structural equation modeling. LÄS MER