Trajectory and Research Opportunities on Consumer Brand Engagement in Social Networking Sites

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-07-22 DOI:10.1080/15332861.2021.1950328

Maria Martins Rebouças Nery, Larissa Alves Sincorá, T. Carneiro

引用次数: 5

Abstract

Abstract Although consumer brand engagement (CBE) in social networking sites (SNS) has become the focus of marketing debates over the past decade, there is still no literature consensus on the definition and formation of the concept. In order to clarify the phenomenon, a systematic review of the theme has been developed in the international academic literature over the last ten years – from 2010 to 2020. After a selection process, 91 publications were identified as the most relevant in the study area. Analysis of different perspectives and definitions elaborated so far allowed the development of a new concept proposal for the concept. An integrative framework has been developed which synthesizes the relations around the concept. In addition, the greatest research gaps are presented, with suggestions for future studies. From this detailed view of CBE in SNS, marketing managers can better understand how this phenomenon works and outline strategies to leverage it.

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社交网站中消费者品牌参与的轨迹与研究机会

虽然在过去的十年中，社交网站(SNS)中的消费者品牌参与(CBE)已经成为市场营销争论的焦点，但关于这一概念的定义和形成仍然没有文献共识。为了澄清这一现象，国际学术文献在过去十年(从2010年到2020年)中对这一主题进行了系统的回顾。经过筛选过程，91份出版物被确定为与研究领域最相关的。通过对迄今为止所阐述的不同观点和定义的分析，可以为该概念制定一个新的概念建议。一个综合的框架已经形成，它综合了围绕这个概念的各种关系。此外，提出了最大的研究空白，并对未来的研究提出了建议。通过对社交网络中CBE的详细分析，营销经理可以更好地理解这种现象是如何运作的，并制定出利用它的策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.