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



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