Mohammad Rahman, management, marketing and entrepreneurship, is working on new research on engaging Gen Y consumers in online brand communities in the US and China. He and his co-authors introduced a new framework for assessing the quality of a brand’s online brand community and its impact, alongside brand involvement, on Socialization as part of the quadripartite CE (customer engagement) conceptualization and behavioral loyalty using multi-country data. The empirical findings offers managers a tool to inform the optimization of precise digital content marketing activities to enhance customer-brand relationships in international consumer retail marketing contexts.
October 18, 2021
November 2, 2021
Alumni Arts & Sciences Athletics Award Central Dauphin HS Central York HS Chambersburg Area Senior HS Class of 2020 Class of 2021 Class of 2022 Class of 2023 Class of 2024 COVID Deans List Education & Human Services Education and Human Services Event Preview Exploratory Studies Faculty Gallery Grad List Grove College of Business HR Human Resources LINC HS Mechanicsburg Area Senior HS Morris Knolls HS MSA President Carter President Patterson Provost Reading Area Senior HS ROTC School of Engineering School of Graduate Studies Service Learning Shippensburg Area Senior HS Spring-Ford Area HS Student SU Magazine SUPD Trinity High School Video Viewbook Wood Honors College