19N Empowered, Therefore I Engage
Initiating consumer engagement on social media is considered to be pivotal to brand success in today’s digital world. This study illustrates that enabling consumers with empowering tools results in higher social media shares through psychological empowerment and consumer influence. However, this effect disappears for consumers low in opinion leadership.
Mujde Yuksel (2019) ,"19N Empowered, Therefore I Engage", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1002-1002.
Mujde Yuksel, Suffolk University
NA - Advances in Consumer Research Volume 47 | 2019
Consumers' response to branded longevity
Anthony Moussa, Paris School of Business
Virginie de Barnier, IAE AIX MARSEILLE UNIVERSITY
P8. Understanding Financial Literacy: a Meta-Analysis of the Antecedents, Consequents and Moderators
FERNANDO DE OLIVEIRA SANTINI, UNIVERSIDADE DO VALE DO RIO DOS SINOS - UNISINOS
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Mateus Canniatti Ponchio, ESPM, Brazil
Wagner Junior Ladeira, Unisinos
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