@inproceedings{3e5338e2a8104b5ca64b418247f7855c,
title = "Consumer Engagement Behaviors in Brand Communities of Social Networking Sites",
abstract = "Many companies have realized the enormous potential of social networking sites and have invested considerable resources in encouraging consumer engagement behaviors in brand communities of social networking sites. In this study, we attempt to propose a research model that explains how consumer engagement behaviors in brand communities of social networking sites affect brand loyalty. The research model is empirically tested with 201 Facebook users. The results provide supports to our research hypotheses and illustrate the importance of consumer engagement behaviors in social networking sites in building brand loyalty. Findings of this study are expected to provide useful insights for emarketers to develop brand loyalty through consumer engagement behaviors in online social networks as well as for researchers to better understand the relationship between consumer engagement behaviors in online brand community and consumer behavior.",
keywords = "Facebook, Social networking sites, Brand loyalty, Consumer engagement behaviors, Online brand community, Word of mouth",
author = "Cheung, \{Christy M.K.\} and Lee, \{Matthew K.O.\} and Xiabing Zheng",
year = "2012",
language = "English",
isbn = "9781622768271",
series = "18th Americas Conference on Information Systems 2012, AMCIS 2012",
pages = "3267--3275",
booktitle = "18th Americas Conference on Information Systems 2012, AMCIS 2012",
note = "18th Americas Conference on Information Systems 2012, AMCIS 2012 ; Conference date: 09-08-2012 Through 12-08-2012",
}
