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https://hdl.handle.net/20.500.14279/8459| Title: | A model for consumer engagement in eWOM via social media | Authors: | Zotos, Yorgos Hatzithomas, Leonidas Pigadas, Vassilis Boutsouki, Christina |
metadata.dc.contributor.other: | Ζώτος, Γιώργος | Major Field of Science: | Social Sciences | Field Category: | Media and Communications | Keywords: | Consumer engagement;Social Media;PEER model;LIWC software | 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. | URI: | https://hdl.handle.net/20.500.14279/8459 | Type: | Conference Papers | Affiliation : | Cyprus University of Technology University of Macedonia Aristotle University of Thessaloniki |
Publication Type: | Peer Reviewed |
| Appears in Collections: | Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation |
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