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2. PHD Thesis / Tesis PHD
3. Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

Title:	Roles of brand community participation, perceived informational value, and consumer expertise in building consumer-brand engagement on social media
Authors:	Amin Ansary Mohabadi (ZP01766)
Supervisor:	Nik Hazrul Nik Hashim, Prof. Dr.
Keywords:	Consumer-brand engagement Consumer expertise Universiti Kebangsaan Malaysia -- Dissertations Dissertations, Academic -- Malaysia
Issue Date:	12-Sep-2019
Description:	The growing popularity and adoption rates of social networking sites amongst individuals and companies alike have led practitioners and academics to be willing to understand the role of social media in a company's marketing endeavors. In particular, understanding consumers participation in social networking sites and how this participation may lead to enhanced consumer-brand engagement is critical to justify social media marketing efforts to upper management. On the other hand, practitioners and researchers still do not know in what way consumers participation in social media brand communities increase engagement with brands so that many entities fail to enhance their engagement with customers through social media brand communities. Accordingly, the purpose of the current research is addressing this issue by examining the effect of social media-based brand community participation dimensions, which include member-member interaction and member-activity involvement, on consumerbrand engagement. It also examines the direct and moderating effects of two individual attributes, namely perceived informational value and perceived consumer expertise, which are particularly relevant to the brand community context. To achieve this purpose, the researcher drew a sample size of 449 from the members of brand communities on Facebook. Hierarchical moderated regression analysis is run to test the hypotheses. The analysis provides evidence that member-member interaction and member-activity involvement are associated with consumer brand-engagement, while perceived informational value and perceived consumer expertise are found to exert direct and partial moderating effects on the domain relationship.,Ph.D
Pages:	283
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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