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Advisor(s)
Abstract(s)
The evolution of social media has been great and people have been looking for more information on these networks. Globally, there are more than 4 billion active users on social networks who brands seek to attract their products and services. In this context, our investigation found factors that influence social media engagement: informativeness, self-brand connection and advertising stimulation.
Through the literature review, a conceptual model was proposed that was later tested using PLS-SEM. Data were collected from 237 consumers and it was revealed that engagement in social media is explained by the variables identified by our model. Important contributions to the theory and management of the brand will be found in this investigation.
Description
Keywords
Social media engagement Video advertising Self brand connection