An integrated model of social media brand engagement

作者：

Highlights：

• Social media brand engagement plays a role in the airline industry.

• Social media brand involvement and social media brand communication are determinants of social media brand engagement.

• User-generated social media communication has a stronger influence than firm-created social media communication.

• Social media brand engagement has a positive influence on brand relationship quality.

摘要

•Social media brand engagement plays a role in the airline industry.•Social media brand involvement and social media brand communication are determinants of social media brand engagement.•User-generated social media communication has a stronger influence than firm-created social media communication.•Social media brand engagement has a positive influence on brand relationship quality.

论文关键词：Social media,Brand engagement,Brand involvement,Brand communication,Brand relationship quality,Airlines

论文评审过程：Received 18 July 2018, Revised 23 December 2018, Accepted 24 January 2019, Available online 24 January 2019, Version of Record 15 March 2019.

论文官网地址：https://doi.org/10.1016/j.chb.2019.01.026