8 findings
Engagement › Connections
Relationship marketing's links to relationship strength and performance vary by strategy and setting.
Engagement › Community
Shoppers crowd toward what others already chose, which concentrates demand on popular products and makes market share harder to forecast.
Engagement › Content
eWOM sales response varies by product, site, and competition.
Engagement › Connections
Celebrity status alone has a near-zero average effect across consumer responses. Results vary with fit and endorsement format.
Engagement › Content
Creative advertising is associated with stronger attitudes toward ads and brands than memory.
Engagement › Connections
Task-based initiatives have stronger average links to emotional and behavioral engagement than experiential initiatives.
Engagement › Content
On average, brand social posts are associated with a stronger sales response than engagement.
Engagement › Content
Follower count has weak links with attitude, engagement, purchase intention, and purchase behavior.
Cross the framework