N7. Emotion Or Information? Effects of Online Social Support on Customer Engagement
Short Abstract: This paper investigates the interactive effect and the underlying mechanism of social support and source on customer engagement.. We conducted a study to show that consumer engagement in online brand communities is affected by the support type (informational vs. emotional) and the effect is moderated by source of support.
Citation:
Chuang Wei, Maggie Wenjing Liu, and Qichao Zhu (2018) ,"N7. Emotion Or Information? Effects of Online Social Support on Customer Engagement", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 933-933.
Authors
Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations
Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada
Featured
G4. That's So Sweet: Baby Cuteness Semantically Activates Sweetness to Increase Sweet Food Preference
Shaheer Ahmed Rizvi, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada
Paul Richard Messinger, University of Alberta, Canada
Featured
The Psychology of the Sharing Economy: How the Sharing Economy Concept Promotes Consumer Altruistic Behaviors
Ping Dong, Northwestern University, USA
Claire I. Tsai, University of Toronto, Canada