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    The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations

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    algharabat_et_al_2018 (462.8Kb)
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    Publication date
    2018-01
    Author
    Algharabat, R.
    Rana, Nripendra P.
    Dwivedi, Y.K.
    Alawan, A.
    Qasem, Z.
    Keyword
    Consumer brand engagement
    Involvement
    Jordan
    Non-profit organisation
    Social presence
    Telepresence
    Rights
    © 2018 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license (https://creativecommons.org/licenses/by-nc-nd/4.0/)
    Peer-Reviewed
    Yes
    
    Metadata
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    Abstract
    Although there are several marketing implications that have been considered in the context of social media marketing, less attention has been paid to the influence of antecedents of consumer brand engagement (telepresence, social presence and involvement) and their consequences for non-profit organizations. Thus, the main purpose of current research is to examine the influence of telepresence, social presence and involvement on consumer brand engagement (CBE) (second-order), which in turn affects electronic word of mouth and willingness to donate. To test the proposed model, this paper used social media platforms. We employed a Facebook page that presents non-profit organizations (brands) using a sample of non-students. We found that telepresence, social presence and involvement positively impact CBE, which in turn impacts electronic word of mouth and willingness to donate. The findings of our research demonstrate how CBE is formed in this particular context and what outcomes are to be expected, with important implications for both marketing theory and practice.
    URI
    http://hdl.handle.net/10454/18068
    Version
    Accepted manuscript
    Citation
    Algharabat R, Rana NP, Dwivedi YK et al (2018) The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services. 40: 139-149.
    Link to publisher’s version
    https://doi.org/10.1016/j.jretconser.2017.09.011
    Type
    Article
    Collections
    Management and Law Publications

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