Consumer participation and gender differences on companies’ microblogs: A brand attachment process perspective

•We examine consumer participation and gender differences on companies’ microblogs.•We find that participation is predicted by trust and commitment.•Self-congruence and partner quality are found to affect trust and commitment.•The effects of self-congruence and trust are stronger for male consumers....

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Veröffentlicht in:	Computers in human behavior 2015-03, Vol.44, p.357-368
Hauptverfasser:	Zhang, Kem Z.K., Benyoucef, Morad, Zhao, Sesia J.
Format:	Artikel
Sprache:	eng
Schlagworte:	Attachment Brand Building components Buildings Computer simulation Construction Consumption Females Gender difference Human behavior Males Microblog Participation Social media
Online-Zugang:	Volltext
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