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.
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.
Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University
NA - Advances in Consumer Research Volume 46 | 2018
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