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• W3136125660 startingPage "387" @default.
• W3136125660 abstract "In recent years, growing attention has been devoted to consumer engagement with brands through emerging technological (e.g., social media/artificial intelligence-based) platforms. However, despite important advances, much remains unknown regarding the effect of consumers’ technology-facilitated brand engagement (CTFBE) on their wellbeing, thus posing an important research gap. To explore this gap, we first define CTFBE as a consumer’s boundedly volitional resource investment in technology-mediated brand interactions. We next outline two approaches to CTFBE and its effect on wellbeing. First, adopting a positivist approach, we propose a framework that incorporates the Technology Acceptance Model (TAM)-informed CTFBE antecedents of consumer-perceived technology usefulness and -ease-of-use, in addition to goal salience and network position. In turn, we contend that CTFBE affects the PERMA-based consumer wellbeing facets of Positive Emotions, Relationships, Meaning, and Accomplishments. Second, in adopting Consumer Culture Theory (CCT), we address CTFBE-related wellbeing from sociological, anthropological, and cultural perspectives. We outline CCT’s importance for CTFBE1 in the following areas: (i) brand/consumption communities, (ii) consumption myths, rituals, and practices, and (iii) consumption and identity issues. Finally, we introduce the papers contained in this Section and offer an agenda for further research." @default.
• W3136125660 created "2021-03-29" @default.
• W3136125660 creator A5048887562 @default.
• W3136125660 creator A5068350949 @default.
• W3136125660 date "2021-06-01" @default.
• W3136125660 modified "2023-10-16" @default.
• W3136125660 title "Consumers’ technology-facilitated brand engagement and wellbeing: Positivist TAM/PERMA- vs. Consumer Culture Theory perspectives" @default.
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