Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes

Customers proactively engage with firms’ offerings through behavioral manifestations such as brand-related social media posts, influencing other customers in online networks and, consequently, affecting brand value. With the growth of visually oriented social media platforms, interest has increased...

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Veröffentlicht in:	Journal of service research : JSR 2024-05, Vol.27 (2), p.231-249
Hauptverfasser:	Azer, Jaylan, Blasco-Arcas, Lorena, Alexander, Matthew
Format:	Artikel
Sprache:	eng
Schlagworte:	Social networks
Online-Zugang:	Volltext
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