Consumer participation and gender differences on companies’ microblogs: A brand attachment process perspective
作者：
Highlights：
• We examine consumer participation and gender differences on companies’ microblogs.
• We find that participation is predicted by trust and commitment.
• Self-congruence and partner quality are found to affect trust and commitment.
• The effects of self-congruence and trust are stronger for male consumers.
• The effects of partner quality and commitment are stronger for female consumers.
摘要
•We examine consumer participation and gender differences on companies’ microblogs.•We find that participation is predicted by trust and commitment.•Self-congruence and partner quality are found to affect trust and commitment.•The effects of self-congruence and trust are stronger for male consumers.•The effects of partner quality and commitment are stronger for female consumers.
论文关键词：Microblog,Brand,Participation,Gender difference,Social media
论文评审过程：Available online 15 December 2014.
论文官网地址：https://doi.org/10.1016/j.chb.2014.11.068
