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.



Citation:

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.

Authors

Mujde Yuksel, Suffolk University



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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