Influence of Facebook Engagement on Brand Performance Across Brand Life

The research studies the influencing dynamics of electronic Word of Mouth through Facebook engagement on high involvement product sales at various Brand Life Cycle (BLC) stages. Time series analysis is employed to study the lead/lag effect of Facebook engagement on sales. The finding highlights the need for BLC-driven content strategy.


Balamurugan Annamalai and Sanjeev Varshney (2018) ,"Influence of Facebook Engagement on Brand Performance Across Brand Life ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 167-168.


Balamurugan Annamalai, XLRI Jamshedpur, India
Sanjeev Varshney, XLRI Jamshedpur, India


E - European Advances in Consumer Research Volume 11 | 2018

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