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Intégrité, bénéfices et identification : trois leviers pour booster l'engagement envers la marque sur les réseaux sociaux

Abstract : Integrity, benefits and self-brand connections: three critical consumer brand engagement drivers on social networks This paper focuses on the antecedents of consumer brand engagement on social networks and on its effects on loyalty intention. It highlights that engagement is not only directed towards the brand (and encompasses 3 dimensions: cognitive, affective and behavioral) but also towards social networks members’ interconnections (social brand engagement). 245 fans were surveyed about their favorite brand on Facebook. The results show that perceived benefits and self-brand connections impact social engagement and that, in turn, social engagement influences brand engagement. Furthermore, the results highlight that consumer brand engagement mediates the effects of brand integrity, perceived benefits and self-brand connections on loyalty intentions.
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https://hal.archives-ouvertes.fr/hal-02308625
Contributor : Emna Bouladi <>
Submitted on : Tuesday, October 8, 2019 - 4:11:59 PM
Last modification on : Monday, March 1, 2021 - 11:36:02 PM

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Agnès Helme-Guizon, Fanny Magnoni. Intégrité, bénéfices et identification : trois leviers pour booster l'engagement envers la marque sur les réseaux sociaux. Décisions Marketing, Association Française du Marketing, 2017, 84, pp.95-113. ⟨10.7193/DM.084.95.113⟩. ⟨hal-02308625⟩

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