Project Details
Description
Despite the increasing usage of the term engagement in the context of online brand communities, the foundations underlying this term remains under-explored in the literature to-date. Reviewing literature, the proposed study aims to explore and identify the dimensions of consumer engagement in the context of online brand communities, both in terms of engagement with brand and other members of online brand communities, as well as its impact on brand loyalty. The proposed study aims to gather data from a sample of online communities in Saudi Arabia. With a high rate a social networking sites usage in Saudi Arabia, more marketers are resorting to usage of social media as a marketing tool. The proposed study will make a valuable contribution given that there is a paucity of research on social media marketing. Therefore, findings of this study are expected to make valuable contribution. This research is valuable as it will be amongst the first empirical research of its kind in the Middle East region.
Status | Finished |
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Effective start/end date | 15/04/19 → 15/01/21 |
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