Abstract
The evolution of technology changed the external environment surrounding businesses creating a plethora of new opportunities and challenges. Particularly, social network platforms became attractive to companies due to their interactive nature as they increase consumers’ and brand opportunities for developing long-term relationships and engagement. In this sense, the main goal of this article is to understand whether appreciative listening can contribute to the improvement of consumer-brand engagement using these platforms. We develop two studies based on Starbuck’s facebook page whereby findings from study one are used as inputs to study two. Results demonstrate that appreciative listening can actually improve consumer-brand engagement.
| Original language | English |
|---|---|
| Pages (from-to) | 304-313 |
| Number of pages | 10 |
| Journal | Journal of Promotion Management |
| Volume | 25 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 16 Apr 2019 |
Fingerprint
Keywords
- Appreciative listening
- Consumer-brand relationship
- Online consumer brand engagement
- Social networks
Cite this
}
Analysing Consumer-Brand Engagement Through Appreciative Listening on Social Network Platforms. / Pina, Lídia Silveira; Loureiro, Sandra Maria Correia; Rita, Paulo; Sarmento, Eduardo Moraes; Bilro, Ricardo G.; Guerreiro, João.
In: Journal of Promotion Management, Vol. 25, No. 3, 16.04.2019, p. 304-313.Research output: Contribution to journal › Article
TY - JOUR
T1 - Analysing Consumer-Brand Engagement Through Appreciative Listening on Social Network Platforms
AU - Pina, Lídia Silveira
AU - Loureiro, Sandra Maria Correia
AU - Rita, Paulo
AU - Sarmento, Eduardo Moraes
AU - Bilro, Ricardo G.
AU - Guerreiro, João
N1 - Pina, L. S., Loureiro, S. M. C., Rita, P., Sarmento, E. M., Bilro, R. G., & Guerreiro, J. (2019). Analysing Consumer-Brand Engagement Through Appreciative Listening on Social Network Platforms. Journal of Promotion Management, 25(3), 304-313. https://doi.org/10.1080/10496491.2019.1557805
PY - 2019/4/16
Y1 - 2019/4/16
N2 - The evolution of technology changed the external environment surrounding businesses creating a plethora of new opportunities and challenges. Particularly, social network platforms became attractive to companies due to their interactive nature as they increase consumers’ and brand opportunities for developing long-term relationships and engagement. In this sense, the main goal of this article is to understand whether appreciative listening can contribute to the improvement of consumer-brand engagement using these platforms. We develop two studies based on Starbuck’s facebook page whereby findings from study one are used as inputs to study two. Results demonstrate that appreciative listening can actually improve consumer-brand engagement.
AB - The evolution of technology changed the external environment surrounding businesses creating a plethora of new opportunities and challenges. Particularly, social network platforms became attractive to companies due to their interactive nature as they increase consumers’ and brand opportunities for developing long-term relationships and engagement. In this sense, the main goal of this article is to understand whether appreciative listening can contribute to the improvement of consumer-brand engagement using these platforms. We develop two studies based on Starbuck’s facebook page whereby findings from study one are used as inputs to study two. Results demonstrate that appreciative listening can actually improve consumer-brand engagement.
KW - Appreciative listening
KW - Consumer-brand relationship
KW - Online consumer brand engagement
KW - Social networks
UR - http://www.scopus.com/inward/record.url?scp=85061318167&partnerID=8YFLogxK
U2 - 10.1080/10496491.2019.1557805
DO - 10.1080/10496491.2019.1557805
M3 - Article
VL - 25
SP - 304
EP - 313
JO - Journal of Promotion Management
JF - Journal of Promotion Management
SN - 1049-6491
IS - 3
ER -