|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|82608||2018||13 صفحه PDF||سفارش دهید||11956 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Information & Management, Volume 55, Issue 2, March 2018, Pages 258-270
How customer engagement in a firmâs social media marketing platform â online brand community â might affect word-of-mouth behavior is an open research issue as well as a vital business problem in e-commerce. To this end, we collected a set of longitudinal data that include community engagement behavior, e-commerce transactions, and customersâ post-purchase reviews. Using a control function approach, we find that consumer engagement in a brand community not only increases the likelihood of generating post-purchase reviews but also increases the likelihood of posting positive online reviews. Furthermore, we find that customer tenure has a positive moderating effect.