Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency
This paper examines a chain of relationships running from self-congruity with a brand—that can stem from the actual, ideal or social self—to brand attachment, and from there to consumer engagement on social networking sites, specifically liking, sharing, and commenting. It further advances self-exte...
| Main Authors: | , , |
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| Format: | Journal Article |
| Language: | English |
| Published: |
Emerald
2020
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/80240 |