Fereshte Rasty, Seyed Mohammad Tabataba’i-Nasab, M. Poorrezaei, Seyed Mahdi Alhosseini Almodarresi, Saeid Saeida Ardekani
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引用次数: 1
Abstract
Abstract This research, by adopting the Societal Marketing approach, aims to identify and categorize the antecedents and consequences of online consumer-brand engagement in the foodservice industry at three dimensions of consumer, society, and brand. A total of 46 interviews were conducted with Iranian Instagram users who manifested some behavioral engagement activities on restaurants/coffee shops pages. Then, by applying thematic analysis, the antecedents and consequences of engagement at three dimensions were extracted. The research suggested some valuable insights on how marketers should improve consumer- and society-related antecedents as well as brand-related antecedents to persuade consumers to engage with the brand pages.
期刊介绍：
The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.
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