Engagement valence duality and spillover effects in online brand communities

By J. Bowden, Jodie Conduit, Linda D. Hollebeek, Vilma Luoma-aho, B. A. Solem. 2017

194 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/b8785a4ab76679b32556d5bdf331ff095ce8db08

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Citations in the corpus

Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions (2020, background): “…context and settings such as – (i) B2B marketing (Holliman & Rowley, 2014; Kumar & Pansari, 2016); (ii) Social media brands (Barger et al., 2016; Bowden et al., 2017; Cabiddu et al., 2014; Harrigan et al., 2017); (iii) Tourism destinations (So et al., 2014; Romero, CONTACT Vikas Kumar…”
Making and breaking relationships on social media: the impacts of brand and influencer betrayals (2021, background): “In fact, the mere awareness and acknowledgement of a potential spill over may be beneficial because such events may occur even when the parties are unaware of these links (Bowden et al., 2017).”
Expanding customer engagement: the role of negative engagement, dual valences and contexts (2020, background): “Prior research has found that negative CE is contagious within online platforms, which can damage an organisation’s reputation and lead to distrust, switching behaviour and negative WOM (Bowden et al., 2017; Dolan et al., 2019; Hogreve et al., 2019; Rissanen et al., 2016; Juric et al., 2015).”
How stories generate consumer engagement: An exploratory study (2019, background): “Such findings should inspire appropriate brand strategies using storytelling content conducive to higher levels of CE, through properly calibrate the use of specific story elements and anticipate their consequences, whether positive or negative (Bowden et al., 2017).”
Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications (2019, background): “However, such affect may also be negatively (e.g. through unfavorable brand-related word-of-mouth) or differentially valenced (e.g. through co-existing positive/negative engagement with different brand elements; Bowden et al. 2017; Hollebeek and Chen 2014).”