Year: 2013
Type: conference-paper
Abstract: Interpreting social network site (SNS) consumer behavior engages motivation, consumption, and planned behavior theory. An expanded consumer attitude and engagement approach combines with consumer expectations and psychology to embed consumer value deliverance intermediaries, and to ultimately deliver SNS business outcomes through satisfaction, trust and loyalty. This SNS 'consumer engagement' model is conceptualized to operate across the business's SNS consumer engagement cycle, and with the SNS consumer measurement framework, adds understanding of pre-event, at-event and post-event consumer behavior when engaging in the business's SNS. Astutely interpreted, this approach allows business to further understand its SNS consumers (and even its sub-groups of consumers).
Authors: John R. Hamilton, Singwhat Tee
Institution: James Cook University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W633679956