Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency

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...

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Bibliographic Details
Main Authors: Rabbanee, Fazlul, Roy, Rajat, Spence, Mark
Format: Journal Article
Language:English
Published: Emerald 2020
Subjects:
1505 - Marketing
Online Access:http://hdl.handle.net/20.500.11937/80240

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