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- W2802596543 abstract "With the proliferation of social media enabling individuals (including consumers) to directly communicate and interact with organizations and other individuals, the concept of engagement has rapidly gained scholarly attention. This chapter advances the theoretical inquiry into consumer engagement in social media in China from the strategic communication perspective by providing a synopsis of the concept of consumer engagement drawing from the marketing and public relations literature, then reviewing results of empirical research into consumer engagement in social media in China, and its antecedents and consequences. The third part of the chapter examines the contextual factors (i.e., the role of social media in China and the Chinese cultural influences) underlying consumer–brand social media engagement in China. The chapter concludes with proposals for future research directions that will refine the theoretical framework and strategy of consumer engagement in social media in China." @default.
- W2802596543 created "2018-05-17" @default.
- W2802596543 creator A5075097950 @default.
- W2802596543 date "2018-04-27" @default.
- W2802596543 modified "2023-10-16" @default.
- W2802596543 title "Consumer Engagement in Social Media in China" @default.
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- W2802596543 doi "https://doi.org/10.1002/9781119167600.ch32" @default.
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