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    Online consumer engagement: understanding the antecedents and outcomes

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    http://hdl.handle.net/10217/68197
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    Reitz_colostate_0053A_11322.pdf (1.247Mb)
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    Abstract
    Given the adoption rates of social media and specifically social networking sites among consumers and companies alike, practitioners and academics need to understand the role of social media within a company's marketing efforts. Specifically, understanding the consumer behavior process of how consumers perceive features on a company's social media page and how these features may lead to loyalty and ultimately consumers' repurchase intentions is critical to justify marketing efforts to upper management. This study focused on this process by situating online consumer engagement between consumers' ...
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    Author(s)
    Reitz, Amy Renee, author; Switzer, Jamie, advisor; Yan, Ruoh-Nan, advisor; Ogle, Jennifer, committee member; Rouner, Donna, committee member; Seel, Peter, committee member

    Date Issued
    2012
    Format
    born digital; doctoral dissertations
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    • 2000-2019
    • Theses and Dissertations

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