Linking Customer Engagement to Trust and Word-of-Mouth on Facebook Brand Communities: An Empirical Study
This study explores the role of customer engagement in enhancing trust and word-of-mouth on brand communities over Facebook. The effect of customer involvement on customer engagement is also checked. This study also investigates the direct relationship of customer involvement with trust and word-of-mouth.
This study explores the role of customer engagement in enhancing trust and word-of-mouth on brand communities over Facebook. The effect of customer ...