COMPREHENDING AND CONSUMER ENGAGEMENT IN VIRTUAL BRANDCOMMUNITIES

Автори

  • Ali Makki, PhD. Candidate ВСУ Автор

DOI :

https://doi.org/10.53606/evfu.21.93-103

Ключови думи :

Brand Engagement, Value Congruity, Self-Brand Image Congruity, Congruity Theory, Online Brand Communities (OBCs), Online Surveys, Gender Moderation, Consumer Behavior, Social Media, Brand Loyalty, Digital Marketing

Абстракт

Congruity theory is used in this study to examine the dynamics of customer
participation in online brand communities (OBCs). It specifically looks at how important aspects that drive customer engagement are self-brand image congruity and value congruity. As a natural byproduct of customer interaction, brand loyalty is also closely examined. The paper provides a
conceptual model that shows the connections between various components that are theoretically proposed. 

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Публикуван

2025-05-17 — Актуализирано на 2025-02-18

Брой

Бр. 21 (2024)

Раздел (Секция)

Статии

Категории

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Авторски права (c) 2025 VFU

Creative Commons License

Публикация с Creative Commons Attribution 4.0 International License.

Как да цитирате

Makki, A. (2025). COMPREHENDING AND CONSUMER ENGAGEMENT IN VIRTUAL BRANDCOMMUNITIES. E-Journal VFU, 21, 93-103. https://doi.org/10.53606/evfu.21.93-103