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Brand Engagement in Relation to the ...

McClure, Samantha.

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Brand Engagement in Relation to the Elements of Uses and Gratifications Theory through Participation in Virtual Brand Communities on Pinterest.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Brand Engagement in Relation to the Elements of Uses and Gratifications Theory through Participation in Virtual Brand Communities on Pinterest./
Author:	McClure, Samantha.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
Description:	82 p.
Notes:	Source: Masters Abstracts International, Volume: 78-06.
Contained By:	Masters Abstracts International78-06.
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10163337
ISBN:	9781369180299

Brand Engagement in Relation to the Elements of Uses and Gratifications Theory through Participation in Virtual Brand Communities on Pinterest.
McClure, Samantha.

Brand Engagement in Relation to the Elements of Uses and Gratifications Theory through Participation in Virtual Brand Communities on Pinterest. - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 82 p.

Source: Masters Abstracts International, Volume: 78-06.

Thesis (M.S.)--University of Louisiana at Lafayette, 2016.

This item must not be sold to any third party vendors.

Many advertising, marketing, and communication professionals look for ways to increase consumers' engagements with their brands. In doing so many have begun to use social networking sites, such as Pinterest. Consumers can engage with brands through participation in these sites. Through this brand engagement, businesses can hope for positive customer satisfaction towards their specific brand, which can lead to the development of brand attachments. The purpose of this study was to show the association between brand engagement and the elements of uses and gratifications theory, specifically through the use of the virtual brand community of Pinterest. Statistical tests were conducted to determine the relationship between individual and multiple elements of the uses and gratifications theory and brand engagement.

ISBN: 9781369180299Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Brand engagement

Brand Engagement in Relation to the Elements of Uses and Gratifications Theory through Participation in Virtual Brand Communities on Pinterest.
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500 $a Source: Masters Abstracts International, Volume: 78-06.
500 $a Publisher info.: Dissertation/Thesis.
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520 $a Many advertising, marketing, and communication professionals look for ways to increase consumers' engagements with their brands. In doing so many have begun to use social networking sites, such as Pinterest. Consumers can engage with brands through participation in these sites. Through this brand engagement, businesses can hope for positive customer satisfaction towards their specific brand, which can lead to the development of brand attachments. The purpose of this study was to show the association between brand engagement and the elements of uses and gratifications theory, specifically through the use of the virtual brand community of Pinterest. Statistical tests were conducted to determine the relationship between individual and multiple elements of the uses and gratifications theory and brand engagement.
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653 $a Virtual brand community
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