Exploring Customer Engagement and Sharing Behavior in Social Media Brand Communities: Curvilinear Effects and the Moderating Roles of Perceived Innovativeness and Perceived Interactivity: An Abstract

Jamie Carlson,Mohammad M Rahman,Yi-Chuan Liao

doi:10.1007/978-3-030-39165-2_1

Exploring Customer Engagement and Sharing Behavior in Social Media Brand Communities: Curvilinear Effects and the Moderating Roles of Perceived Innovativeness and Perceived Interactivity: An Abstract

Jamie Carlson, Mohammad M Rahman + Show 1 more

https://doi.org/10.1007/978-3-030-39165-2_1

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Publication Date: Jan 1, 2020

Affiliation: University of Newcastle Australia, Shippensburg University, Shandong University

#Online Brand Communities #Social Media Brand Communities + Show 8 more

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Abstract

Given the increasing attention to building customer–brand relationships within online brand communities (OBC) in social media, this study examines the link between customer engagement (CE) and customer sharing behaviours across the USA and China. This study draws upon the perspective of CE to investigate how the customer–brand relationship within the OBC affects sharing behavioural intentions under different levels of perceived OBC interactivity and innovativeness intensity.

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