An empirical examination of consumer engagement in the twitter context

Read, Wayne 2016, An empirical examination of consumer engagement in the twitter context, PhD thesis, Department of Marketing, Deakin University.

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Title An empirical examination of consumer engagement in the twitter context
Author Read, Wayne
Institution Deakin University
School Department of Marketing
Faculty Faculty of Business and Law
Degree type Research doctorate
Degree name PhD
Thesis advisor Robertson NicholaORCID iD for Robertson Nichola
McQuilken LisaORCID iD for McQuilken Lisa
Ferdous, AhmedORCID iD for Ferdous, Ahmed
Date submitted 2016-09
Keyword(s) consumer engagement
consumer-brand relationships
social media investment
brand management
Summary  An exciting new concept in marketing, Consumer Engagement (CE) reflects the sense of relationship consumers feel to a brand. This thesis explored what CE means within Twitter, ultimately developing and testing a model. A unique finding was the identification of perceived brand size as an important factor in consumer-brand relationships.
Language eng
Field of Research 150502 Marketing Communications
Socio Economic Objective 910403 Marketing
Description of original xv, 345 pages : illustrations, tables, some coloured
Restricted until 2019-02-14
Copyright notice ┬ęThe author. All Rights Reserved.
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Document type: Thesis
Collection: Higher degree theses (citation only)
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Created: Thu, 29 Jun 2017, 16:14:21 EST by Kate Percival

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