Building a social media community around your brand: the moderating role of firm engagement tactics

Keyphrases

• Moderating Role 100%
• Firm Engagement 100%
• Social Media Communities 100%
• Social Media Brand Community 100%
• Brand Loyalty 40%
• Brand Community Engagement 40%
• Brand Community Identification 40%
• Partial Least Squares Structural Equation Modeling (PLS-SEM) 20%
• Entertainment 20%
• Moderating Effect 20%
• Gratifications Theory 20%
• Consumer Relationship 20%
• Mixed Methodology 20%
• Consumer Engagement 20%
• Incentive Provision 20%
• Consumer Education 20%

Psychology

• Mixed Methods 100%
• Qualitative Study 100%
• Quantitative Study 100%

Social Sciences

• Social Media 100%
• Brand Community 83%
• Brand Loyalty 33%
• Incentive 16%
• Qualitative Research 16%
• Consumer Education 16%