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  • The influence of identity-driven customer engagement on purchase intention

    Author(s)
    Prentice, Catherine
    Han, Xiao Yun
    Hua, Lian-Lian
    Hu, Lin
    Griffith University Author(s)
    Prentice, Catherine
    Year published
    2019
    Metadata
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    Abstract
    Drawing on social identification theory and motivation of expectancy, the current study examines the relationship between social identification, customer engagement and purchase intention in the context of online communities. Social identification is operationalised into person-to-person and person-to-community identifications, whereas customer engagement into attitudinal and behavioural engagement. This study was undertaken with members from two of the most popular online communities in China. The study confirms that identifying with other members of the online community is significantly related to identification with the ...
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    Drawing on social identification theory and motivation of expectancy, the current study examines the relationship between social identification, customer engagement and purchase intention in the context of online communities. Social identification is operationalised into person-to-person and person-to-community identifications, whereas customer engagement into attitudinal and behavioural engagement. This study was undertaken with members from two of the most popular online communities in China. The study confirms that identifying with other members of the online community is significantly related to identification with the community; both identifications have a significant impact on customer engagement, which can lead to purchase intention.
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    Journal Title
    JOURNAL OF RETAILING AND CONSUMER SERVICES
    Volume
    47
    DOI
    https://doi.org/10.1016/j.jretconser.2018.12.014
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/382830
    Collection
    • Journal articles

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