How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market
Brand engagement and eWOM intention have been found to be critical factors driving competitive advantage for companies, as the evolution of social networking sites has changed the perspective of how companies engage with customers. Based on social exchange theory, the current research proposes an em...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Tomas Bata University in Zlín
2020-09-01
|
| Series: | Journal of Competitiveness |
| Subjects: | |
| Online Access: | https://www.cjournal.cz/index.php?hid=clanek&bid=archiv&cid=379&cp= |