Exploring the link between consumers’ engagement and E-word of mouth in social media brand communities: a path analysis

Recently, marketing researchers have started to explore the impact of Social Media Brand Communities in digital marketing strategies. However, in spite of this interest, scant attention has been paid to the micro-mechanisms stimulating electronic word of mouth (E-WOM) within social media brand community. In this sense, this exploratory research aims to explore how consumers‟ engagement is related with positive E-WOM.