What is it about?
This study examines how parasocial (passive engagement) and social (active engagement) behavior influence consumer loyalty in two settings: online (social media) and offline (sports teams). In both cases, the proposed model is confirmed.
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Why is it important?
This is the first study to examine when passive engagement (parasocial behavior) becomes active engagement (social behavior) to influence consumer behavior. Moreover, the proposed relationships are confirmed both online and offline.
Perspectives
I hope readers will appreciate the importance of passive engagement (parasocial behavior) on influencing active engagement as well as the integration of a communication theory with marketing perspectives.
Professor Rodoula H. Tsiotsou
University of Macedonia
Read the Original
This page is a summary of: The social aspects of consumption as predictors of consumer loyalty, Journal of Service Management, April 2016, Emerald,
DOI: 10.1108/josm-04-2015-0117.
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