In 2014, Linda D. Hollebeek, Mark S. Glynn & Roderick J. Brodie pointed out that increasing levels of consumer brand engagement. It can effectively boost and attains superior organizational performance outcomes, including sales growth, brand referrals, enhanced consumer contributions. Besides, marketers use branded content as an effective technique to reach their target audiences, and enhance product sales. By delivering branded content, it can motivate audiences’ engagement and communicate with them.
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.
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