Online brand community engagement : Elaboration Likelihood Model (ELM) perspective

Poor Rezaei, SM

Abstract

The role of online brand communities (OBC) as rich interactive multimedia environment in strategic marketing has dramatically changed over the past 15 years (Baldus, 2015). A wide range of brands has invested on development of these communities to offer unique brand experience to their customers. The main challenge that these brands have is how to engage their customers in the most appropriate way.

Citation

Poor Rezaei, S. (2015, June). Online brand community engagement : Elaboration Likelihood Model (ELM) perspective. Presented at Researching Social Media : Methods, Frameworks and Insights, Birmingham

• Presentation Conference Type: Keynote
• Conference Name: Researching Social Media : Methods, Frameworks and Insights
• Conference Location: Birmingham
• Start Date: Jun 1, 2015
• Acceptance Date: May 24, 2015
• Deposit Date: Jul 31, 2015
• Related Public URLs: https://www.academyofmarketing.org/
• Additional Information: Event Type : Workshop