| Title |
Vartotojų įsitraukimą į virtualias prekės ženklo bendruomenes lemiantys veiksniai / |
| Translation of Title |
Factors Affecting Consumer Engagement in Virtual Brand Communities. |
| Authors |
Šliažaitė, Viktorija |
| Full Text |
|
| Pages |
96 |
| Keywords [eng] |
engagement ; virtual brand community ; virtual environment |
| Abstract [eng] |
Due to a constant growth of technology and expansion of the internet, companies have increasing opportunities to actively connect and communicate with their customers in a virtual environment. Extensive opportunities to attract consumers in a virtual environment contributes to a growing popularity of virtual brand communities that connects users who have interests in a brand and helps to increase mutual connection. Brand communities creates a mutual significance: companies are actively updating the contents of virtual brand communities platforms to achieve loyalty and engagement; consumers tend to join and engage in these communities driven by consumer-related or brand-related factors. Although virtual brand communities are well documented, this work extends previous studies and analyses different factors affecting consumer engagement in virtual brand communities. In this work, factors affecting consumer engagement in virtual brand communities were reviewed by means of theoretical literature and quantitative survey based on composed conceptual model. The goal of this work is to theoretically and empirically justify factors affecting consumers' engagement in virtual brand communities. |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2017 |
