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- W2766872368 endingPage "149" @default.
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- W2766872368 abstract "Abstract Although there are several marketing implications that have been considered in the context of social media marketing, less attention has been paid to the influence of antecedents of consumer brand engagement (telepresence, social presence and involvement) and their consequences for non-profit organizations. Thus, the main purpose of current research is to examine the influence of telepresence, social presence and involvement on consumer brand engagement (CBE) (second-order), which in turn affects electronic word of mouth and willingness to donate. To test the proposed model, this paper used social media platforms. We employed a Facebook page that presents non-profit organizations (brands) using a sample of non-students. We found that telepresence, social presence and involvement positively impact CBE, which in turn impacts electronic word of mouth and willingness to donate. The findings of our research demonstrate how CBE is formed in this particular context and what outcomes are to be expected, with important implications for both marketing theory and practice." @default.
- W2766872368 created "2017-11-10" @default.
- W2766872368 creator A5034248834 @default.
- W2766872368 creator A5048622877 @default.
- W2766872368 creator A5052418412 @default.
- W2766872368 creator A5076890852 @default.
- W2766872368 creator A5088093460 @default.
- W2766872368 date "2018-01-01" @default.
- W2766872368 modified "2023-10-17" @default.
- W2766872368 title "The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations" @default.
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