The influence of identity-driven customer engagement on purchase intention
By Catherine Prentice, Xiaoyun Han, Lian-lian Hua, Lin Hu. Journal of Retailing and Consumer Services, 2019
233 citations recorded by the source corpus.
Drawing on social identification theory and motivation of expectancy, the current study examines the relationship between social identification, customer engagement and purchase intention in the context of online communities. Social identification is operationalised into person-to-person and person-to-community identifications, whereas customer engagement into attitudinal and behavioural engagement. This study was undertaken with members from two of the most popular online communities in China. The study confirms that identifying with other members of the online community is significantly related to identification with the community; both identifications have a significant impact on customer engagement, which can lead to purchase intention.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/9fe6a9a77a6551a94e8de2f81e1a24d1ba4f5cf8
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In Organizational Behavior and Human Resource Management
In Sociology and Political Science
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Citations in the corpus
- Measuring social media influencer index- insights from facebook, Twitter and Instagram (2019, background): “Existing studies in literature focus on different forms of social media including blogs and conclude that these elite media outlets gain immense traction and have a subsequent social influence on the information consumers (Meraz, 2009; Berthon et al., 2012; McCormick, 2016; Prentice et; al., 2019).”
- Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone (2020, background): “There are also factors that directly influence purchase intention, for instance, the product’s functional and symbolic value dimensions [8]; the brand image of the product [9]; the identity the product represents [10] such as self-identity [11], social identity [12], or both self- and social identit”