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Title: A model for consumer engagement in eWOM via social media
Authors: Zotos, Yorgos 
Hatzithomas, Leonidas 
Pigadas, Vassilis
Boutsouki, Christina 
Keywords: Consumer engagement;Social Media;PEER model;LIWC software
Category: Media and Communications
Field: Social Sciences
Issue Date: 2014
Source: 13th International Conferences on Research in Advertising (ICORIA), 2014, Amsterdam, Netherlands, 27 - 29 June
Abstract: Over the last few years consumer engagement has highly attracted the interest of marketing academics and practitioners. The present paper reports the preliminary findings of an ongoing research project on the development of a model for consumer engagement in eWOM via social media. It is suggested that the consumer engagement process in social media moves through four sequential stages; participation, engrossment, emotion sharing and relationship building (the PEER model). The validity of the model in the context of twitter was empirically tested through the use of an online version of the LIWC software. Overall 10.801 tweets for two highly advertised mega-brand events (organized by Apple and Nintendo in the USA) were collected and text analyzed providing strong support to the model.
Type: Conference Papers
Appears in Collections:Δημοσιεύσεις σε συνέδρια/Conference papers

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