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How do brand evaluations affect online brand engagement? Mediation impact and evidence from Facebook

The research explores how electronic word-of-mouth (EWOM) messages on Facebook affect the brand evaluation and engagement of airline passengers. The Elaboration Likelihood Model (ELM) of persuasion theory is used to examine how message characteristics such as credibility and valence impact brand eva...

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Bibliographic Details
Main Authors:	Alqahtani, Abdul, Sharma, Piyush, Davcik, Nebojsa, Kingshott, Russel
Format:	Conference Paper
Published:	2024
Online Access:	http://hdl.handle.net/20.500.11937/95564

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