| 000 -LEADER |
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| fixed length control field |
02091nam a22002057a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20250619134421.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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250619b ||||| |||| 00| 0 eng d |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Preferred name for the person |
Gardner, Mary Jane |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
What’s in it for me? : |
| Remainder of title |
consumer perceived value of marketing activities as a driver of consumer brand engagement on social network sites / |
| Statement of responsibility, etc |
Dr. Mary Jane Gardner, Western Kentucky University; Dr. Joseph Hai, Jr., University of South Alabama; Dr. Joanna Phillips Melancon, Western Kentucky University. |
| 264 #4 - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Date of publication, distribution, etc |
2022 |
| 500 ## - GENERAL NOTE |
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| General note |
Database: Business Source Premier |
| 520 3# - SUMMARY, ETC. |
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| Summary, etc |
Social network sites (SNSs), social media platforms such as Facebook and Instagram that allow users to connect and interact with other users including brands, are transforming the way companies, both big and small, communicate and market to consumers. However, marketers indicate they lack the necessary understanding to successfully use SNSs as a marketing tool. The purpose of this study was to create a classification of SNS marketing activities and empirically test the role of perceived value (instrumental, experiential, and social value) as drivers of online consumer brand engagement with marketing activities. Results indicate marketing activities differentially effect instrumental, social, and experiential value perceptions. In turn, the type of perceived value influences engagement with the brand. This study furthers marketers’ understanding of consumer responses to SNSs and provides a foundation from which effective social network strategies to maximize engagement and return on investment can be deployed by organizations. [ABSTRACT FROM AUTHOR] |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Branding (Marketing) |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hair, Joseph |
| Titles and other words associated with a name |
Jr. |
| Relator term |
author |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Melancon, Joanna Phillips |
| Relator term |
author |
| 773 0# - HOST ITEM ENTRY |
|---|
| Title |
Marketing Management Journal. |
| Relationship information |
vol. 32 , Issue 2 (Fall 2022), pages 50-69. |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Link text |
Full text is available at EBSCOHost. Click here to view. |
| Uniform Resource Identifier |
https://research.ebsco.com/linkprocessor/plink?id=55a58d56-9ef2-3398-a105-1111b56e0f06 |
| 942 ## - ADDED ENTRY ELEMENTS |
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| Source of classification or shelving scheme |
|
| Item type |
JOURNAL ARTICLE |