Building a tribe on Instagram: How User-generated and Firm-created Content can drive brand evangelism and fidelity-Reference-Cited by-同舟云学术

Building a tribe on Instagram: How User-generated and Firm-created Content can drive brand evangelism and fidelity

Published:2024-04-15 Issue: Volume: Page:1-20
ISSN:1352-7266
Container-title:Journal of Marketing Communications
language:en
Short-container-title:Journal of Marketing Communications

Author:

Ibrahim Blend¹^ORCID,Hazzam Joe²^ORCID,Ali Qalati Sikandar³^ORCID,Aljarah Ahmad⁴⁵^ORCID,Dobson Paul²^ORCID

Affiliation:

1. Faculty of Business, Istanbul Ticaret University, Istanbul, Turkey

2. Staffordshire Business School, Staffordshire University, Stoke-on-Trent, UK

3. School of Business, Liaocheng University, Liaocheng, China

4. Department of Business Administration, Faculty of Economics, Administrative and Social Sciences, Bahçeşehir Cyprus University, Nicosia, North Cyprus

5. Department of Business Administration, Faculty of Business and Economics, University of Salamanca, Salamanca, Spain

Publisher

Informa UK Limited

Link

https://www.tandfonline.com/doi/pdf/10.1080/13527266.2024.2338788

Reference45 articles.

1. Charting the path between communication strategies and overseas purchasing service performance in the e-commerce context

2. The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter

3. Andrew F. Hayes. 2013. Introduction to Mediation Moderation and Conditional Process Analysis. www.guilford.com/ebooks.

4. Engaging consumers through firm-generated content on Instagram

5. The influence of brand trust and brand identification on brand evangelism

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