Investigating the effect of social endorsement on customer brand relationships by using statistical analysis and fuzzy set qualitative comparative analysis (fsQCA)

作者：

Highlights：

• Like-clicking as a form of social endorsement (SE) is unique and organic.

• SE is multidimensional and classified by source (friend) and volume (crowd).

• Friend and crowd endorsement positively influence a user's like-clicking behavior.

• SE enhances attitudes, engagement, brand identification and purchase intention.

• Results of fsQCA supported the conjunctural causal effects of SE.

摘要

•Like-clicking as a form of social endorsement (SE) is unique and organic.•SE is multidimensional and classified by source (friend) and volume (crowd).•Friend and crowd endorsement positively influence a user's like-clicking behavior.•SE enhances attitudes, engagement, brand identification and purchase intention.•Results of fsQCA supported the conjunctural causal effects of SE.

论文关键词：Social endorsement,Friend endorsement,Crowd endorsement,Like-clicking,fsQCA

论文评审过程：Received 20 September 2019, Revised 17 July 2020, Accepted 21 July 2020, Available online 25 July 2020, Version of Record 28 July 2020.

论文官网地址：https://doi.org/10.1016/j.chb.2020.106499