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The Dark vs. the Bright Side of Students’ Social Media Engagement
Abstract
Building on social identity theory, this study aims to quantify the drivers and consequences of positive and negative eWOM engagement on social networking sites used by two distinct groups of respondents in higher education. Several differences and a major influence of commitment on eWOM, self-brand connection and incongruity were identified.
Mehr zum Titel
| Titel | The Dark vs. the Bright Side of Students’ Social Media Engagement |
|---|---|
| Medien | Global Marketing Conference |
| Band | 2023 |
| Verfasser | Julia Eschenbacher, Prof. Dr. Christine Falkenreck, Ralf Wagner |
| Veröffentlichungsdatum | 21.07.2023 |
| Zitation | Eschenbacher, Julia; Falkenreck, Christine; Wagner, Ralf (2023): The Dark vs. the Bright Side of Students’ Social Media Engagement. Global Marketing Conference 2023. |