Natalija Rebrica published an article in the professional-scientific journal Akademija MM
The young researcher Natalija Rebrica, a member of the Centre for Social Informatics from the Faculty of Social Sciences, University of Ljubljana, co-authored with dr. Uršo Golob Podnar published an original scientific article in the journal Akademija MM entitled "The influence of consumer engagement on social media brand profiles on attitude towards the brand, referrals, and purchase intention".
The journal Akademija MM is the only professional-scientific journal in the field of marketing in Slovenia. The authors of the article focus on the contemporary concept of consumer engagement on social media brand profiles and the engagement impact on consumer behaviour in the physical environment. The conducted quantitative research on a sample of 185 respondents in the case of the selected brand confirms that the presence on online social networks is of key importance for companies that want to successfully manage their brands and achieve positive behavioural outcomes among consumers.
Back to list of notificationsPublished: 01. October 2021 | Category: Publications