The Effects of Brand Engagement in Social Media on Share of Wallet

Abstract

Customer engagement and share-of-wallet (SOW) are relatively new in the marketing literature, and academic research has only limitedly examined these concepts. This study presents five motivational drivers of customer brand engagement in social media and examines the nature of the relationship between these drivers and engagement. The moderation effect of… (More)

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Cite this paper

@inproceedings{Karjaluoto2015TheEO, title={The Effects of Brand Engagement in Social Media on Share of Wallet}, author={Heikki Karjaluoto and Juha Munnukka and Severi Tiensuu}, booktitle={Bled eConference}, year={2015} }