Liking, Loving, and Buying: Linking Facebook Engagements to Consumer Purchase Frequency
Few marketers know if Social Network Advertising affects consumer purchases. By matching store visit data from 1,122 brand loyalty program members with their Facebook brand engagements, the authors compare the impact of types of digital consumer engagement on purchase frequency. Results indicate some engagements are associated with increased purchase frequency.
Timothy James Halloran and Richard J Lutz (2019) ,"Liking, Loving, and Buying: Linking Facebook Engagements to Consumer Purchase Frequency", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 615-616.
Timothy James Halloran, Georgia Tech, USA
Richard J Lutz, University of Florida, USA
NA - Advances in Consumer Research Volume 47 | 2019
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