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dc.contributor.authorGutiérrez Cillán, Jesús 
dc.contributor.authorCamarero Izquierdo, María Carmen 
dc.contributor.authorSan José Cabezudo, Rebeca 
dc.date.accessioned2019-10-24T08:59:10Z
dc.date.available2019-10-24T08:59:10Z
dc.date.issued2017
dc.identifier.citationBusiness Research Quarterly, October–December 2017, Vol. 20, Issue 4, Pages 258-274es
dc.identifier.issn2340-9436es
dc.identifier.urihttp://uvadoc.uva.es/handle/10324/38712
dc.descriptionProducción Científicaes
dc.description.abstractCreating and developing a firm-hosted virtual brand community forms part of a rela-tionship marketing strategy; therefore, it makes sense to evaluate its effectiveness in termsof relational outcomes. In an attempt to know how marketers can foster the relationship withthe brand through virtual communities, we posit and estimate a model of relational efficacyfor a firm-managed Facebook brand page (FBP) in which the brand posts created by the firminfluence the behavioural engagement of individual users through the utilitarian and hedonicvalues derived from their interactive experiences within the FBP. The findings highlight thatinformation posts stimulate user behavioural engagement through the utilitarian experientialroute. Aside from any experiential route and adopting a more direct path, interaction posts arethe main drivers of engagement behaviour. Image posts contribute towards the perception ofutility, but in no way affect engagement. Finally, in order to gain a deeper insight, we explorethe moderating effect of user brand purchase intensity on the relations posited in the model.es
dc.format.mimetypeapplication/pdfes
dc.language.isoengen
dc.publisherElsevieres
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectFacebookes
dc.subjectGestión de empresas - Innovaciones tecnológicases
dc.subjectMarketing en Internetes
dc.titleHow brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participationes
dc.typeinfo:eu-repo/semantics/articlees
dc.identifier.doi10.1016/j.brq.2017.06.001es
dc.relation.publisherversionhttps://www.sciencedirect.com/science/article/pii/S2340943617300415?via%3Dihubes
dc.identifier.publicationfirstpage258es
dc.identifier.publicationissue4es
dc.identifier.publicationlastpage274es
dc.identifier.publicationtitleBRQ Business Research Quarterlyes
dc.identifier.publicationvolume20es
dc.peerreviewedSIes
dc.description.projectMinisterio de economía y competitividad (proyecto ECO2012-36275)es
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersiones
dc.subject.unesco5311.05 Marketing (Comercialización)es


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