DigitalCommons@Kennesaw State University - Atlantic Marketing Association Proceedings: An Empirical Study of the Impact of Online Community Engagement, Motivation, and Customer Experience on Consumer Brand Advocacy

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An Empirical Study of the Impact of Online Community Engagement, Motivation, and Customer Experience on Consumer Brand Advocacy

Raymond Liu, University of Massachusetts BostonFollow
Jurui Zhang, University of Massachusetts BostonFollow
Haiping Xu, University of Massachusetts DartmouthFollow
Richard de Groof, University of Massachusetts DartmouthFollow

Keywords

Consumer online engagement, online motivation, experience, advocacy

Document Type

Proceedings Abstract

Included in

E-Commerce Commons, Marketing Commons

COinS

An Empirical Study of the Impact of Online Community Engagement, Motivation, and Customer Experience on Consumer Brand Advocacy