Exploring a customer engagement spillover effect on social media: the moderating role of customer conscientiousness

What is it about?

Little remains known regarding the dynamics characterizing customers’ engagement with multiple objects (vs. a single object). This research therefore develops and tests a model to examine CE spillover between multiple, interrelated engagement objects (i.e., brands/brand-related content) on social media. Our results also suggest that the level of customers’ conscientiousness affects this association. We conclude by discussing key implications that arise from our analyses.

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