Brand Microblogging: Consumer Attitudes & Impact
Conceptualizing Attitudes toward Brand Microblogs Attitudes toward Brand Microblog (ABM) refers to the comprehensive evaluative judgment that a consumer holds regarding a specific brand’s presence and communication activities on microblogging platforms, such as Twitter, Weibo, or similar short-form content channels. This construct extends beyond mere exposure or recognition; it encapsulates the cognitive beliefs, emotional reactions, […]