Customer engagement persuasion process in online brand communities: Social influence theory perspective

Poor Rezaei, SM; Heinze, A

Abstract

Customer engagement is becoming a more important area in online brand community management. There are a number of competing theories that underline the importance of different types of community members in order to positively influence them for the benefit of the brand.

This paper shares work in progress, which discusses the review of existing thinking – which is that there are a number of weaknesses and gaps in this area of research.

A conceptual framework is proposed for studying based on Elaboration Likelihood Model (ELM) as well as methodology and data collection tools. It also explores Amazon Turk as a data collection tool for this kind of research.

Citation

Poor Rezaei, S., & Heinze, A. (2014, September). Customer engagement persuasion process in online brand communities: Social influence theory perspective. Presented at BAM2014: The Role of The Business School in Supporting Economic and Social Development, Belfast, Ireland

• Presentation Conference Type: Other
• Conference Name: BAM2014: The Role of The Business School in Supporting Economic and Social Development
• Conference Location: Belfast, Ireland
• Start Date: Sep 9, 2014
• End Date: Sep 11, 2014
• Publication Date: Sep 9, 2014
• Deposit Date: Sep 15, 2014
• Publicly Available Date: Sep 15, 2014
• Publisher URL: http://www.bam.ac.uk/
• Related Public URLs: http://conference.bam.ac.uk/BAM2014/htdocs/conference_papers.php?track_name=eBusiness%20and%20eGovernment#Developmental%20Papers
• Additional Information: Event Type : Conference