@inbook{29e1d34a770a4144924b55483600154e,
title = "Online Consumer Engagement Behaviour: The Consumer-Based Antecedents",
abstract = "The purpose of this paper is to identify the consumer-based antecedents of online Consumer Engagement Behaviour (CEB). Online CEB refers to non-transactional behavioural manifestation focusing on brands, products or firms, with a direct or indirect and positive or negative impact on firm performance (van Doorn et al. 2010). Online CEB includes e-WOM, online consumer recommendations, blogging, or writing online reviews related to particular product categories or brands. The proliferation of these activities due to the rise of social networking sites enables consumers to interact, share, and create content about many things, including brands. Therefore, it is important for firms to examine the antecedents of online CEB in order to understand its nature and better manage online CEB. This paper proposes a conceptual model of consumer-based antecedents of online Consumer Engagement Behaviour.",
keywords = "Behavioural Intention, Brand Attitude, Consumer Behaviour, Product Category, Social Networking Site",
author = "Yeshika Alversia and Nina Michaelidou and Caroline Moraes",
note = "Publisher Copyright: {\textcopyright} 2016, Academy of Marketing Science.",
year = "2016",
doi = "10.1007/978-3-319-24184-5_206",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "849--852",
booktitle = "Developments in Marketing Science",
address = "United States",
}
