Deakin University
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An empirical examination of consumer engagement in the twitter context

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thesis
posted on 2016-09-01, 00:00 authored by W Read
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.

History

Pagination

xv, 345 pages : illustrations, tables, some coloured

Open access

  • Yes

Material type

thesis

Resource type

thesis

Language

eng

Degree type

Research doctorate

Degree name

Ph.D.

Copyright notice

The author. All Rights Reserved.

Editor/Contributor(s)

N Robertson Nichola, L McQuilken Lisa, A Ferdous

Faculty

Faculty of Business and Law

School

Department of Marketing

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