What are the advantages provided by the consumer’s association (engagment)with the brand that distinguish this brand from competing brands?

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Olga Rauhut Kompaniets

It depends on what market do we talk about and what do you mean with consumer engagement (or involvement, co-creation etc.)

Mohammd Ali Hmmad

Thank you for your interest.. I mean the consumer's association with the brand through social media platforms

Piyush Sharma

You may refer to the following articles:

Gómez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196-206.

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.