Department of Management

Customer brand engagement on online social media platforms: A conceptual model and empirical analysis

Research output: Contribution to conferencePaperResearchpeer-review

The aim of this paper is to contribute to the knowledge of a newly emerged concept of customer engagement with brands in the context of online social media platforms. Drawing on the overview of currently available academic literature and the results of a quantitative consumer study, the paper delivers a thorough investigation of the concept and proposes a conceptual model of customer brand engagement on online social media platforms. The study suggests that customer brand relationship related factors will influence the level of customer engagement, which in turn will affect the levels of behavioral loyalty and intention to recommend the brand. Hence, this paper is an important contribution to the academic marketing literature in the field of customer engagement, which also provides useful managerial insights for marketing practitioners.
Original languageEnglish
Publication year2013
Number of pages8
Publication statusPublished - 2013
Event42nd European Marketing Academy (EMAC) - Istanbul, Turkey
Duration: 4 Jun 20137 Jun 2013
Conference number: 42nd


Conference42nd European Marketing Academy (EMAC)

    Research areas

  • customer engagement, brands, social media, customer relationships, brand loyalty, word-of-mouth

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