Blar i forfatter "Foxall, Gordon R."

Viser treff 1-2 av 2

    • How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors 

      Menon, R.G. Vishnu; Sigurdsson, Valdimar; Larsen, Nils Magne; Fagerstrøm, Asle; Sørensen, Herborg; Marteinsdóttir, Helena Gunnars; Foxall, Gordon R. (Journal article; Tidsskriftartikkel; Peer reviewed, 2019-06-05)
      Airlines are increasingly using social media for initiating and sustaining consumer brand engagement through interaction and sharing. This study introduces a conceptual model on brand post engagement on social media and contributes to extant knowledge on the effectiveness of the determinants of such engagement in the airline industry. Facebook brand posts of a major Nordic airline published between ...

    • The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation 

      Sigurdsson, Valdimar; Larsen, Nils Magne; Sigfussdottir, Arna Dogg; Fagerstrøm, Asle; Alemu, Mohammed H.; Folwarczny, Michal; Foxall, Gordon R. (Journal article; Tidsskriftartikkel; Peer reviewed, 2019-08-05)
      Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). We investigated ...