This paper investigates attitudinal and behavioral factors for Consumer Engagement (CE) in Online Communities of Fortnite. We develop an approach based on an online experimental survey and the Response Time Testing (RTT) method, which allows measuring the level of accessibility of attitudes. The results reveal that the affective dimension of consumer attitude is the key indicator for consumer engagement in online communities of Fortnite, that the frequency of member’s participation in online communities of Fortnite defines the intensity level of consumer engagement toward the community, and that strongly engaged consumers are more likely to recommend the community. This study provides the first known implicit experimental investigation of consumer brand engagement in online brand communities.
Einzelheiten
Titel
Implicit measurement method for consumer engagement in online brand communities
Autor(en)/ in(nen)
Soulikhan, Felicia (Haute école de gestion de Genève, HES-SO Haute Ecole Spécialisée de Suisse Occidentale) Norré, Bart (School of Management Fribourg, HES-SO University of Applied Sciences Western Switzerland) Cheikhrouhou, Naoufel (Haute école de gestion de Genève, HES-SO Haute Ecole Spécialisée de Suisse Occidentale)
Datum
2021-08
Veröffentlich in
Proceedings of the 2021 IEEE International Conference on Social Sciences and Intelligence Management (SSIM)
Verlag
Taichung, Taiwan, 30 August 2021
Umfang
6 p.
Vorgestellt auf
2021 IEEE International Conference on Social Sciences and Intelligence Management (SSIM), Taichung, Taiwan, 2021-08-30, 2021-08-30
Institut
CRAG - Centre de Recherche Appliquée en Gestion
Fussnote
Due to the COVID-19 outbreak, the 2021 IEEE International Conference on Social Sciences and Intelligence Management (SSIM) venue in Taichung, Taiwan was cancelled. The proceedings of the online conference are however published according to the original schedule.