An empirical study of the impact of consumer emotional engagement and affective commitment in firm-hosted virtual communities

Claffey, Ethel; Brady, Mairead

doi:10.1080/0267257x.2019.1601125

Cited by 36 publications

(47 citation statements)

References 131 publications

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“…Lee and Han [88] found that interaction quality is an important factor that affects consumers' emotions and satisfaction. In addition, several studies have explored the relationship between consumers' interactions with others and their satisfaction, and have found that interaction with others is closely linked with positive emotions and satisfaction [39,89,90]. Ali et al [91] investigated the effects of interaction with consumers and staff on individuals' emotions in the context of theme parks.…”

Section: Impact Of Social Interaction On Funmentioning

confidence: 99%

Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists

2020

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Due to the fact that Chinese tourists are becoming the main players in the international tourism market, with large growth potential, this research empirically identifies the psychological factors that affect Chinese outbound tourists’ memorable tourism experiences (MTEs), and investigates the relationships among MTEs, the “fun” emotion, and their recommendation and revisit intentions based on the stimulus–organism–response (S-O-R) model. In addition, the moderating role of perceived risk between the causal relationships among the “fun” emotion and recommendation and revisit intentions is identified. A total of 560 survey participants who had experienced overseas tourism in the last two years were selected as the target population, and the data from 413 valid surveys were empirically analyzed via structural equation modeling (SEM). Chinese outbound tourists’ MTEs, such as hedonism, novelty, meaningfulness, and social interaction, are found to positively influence their experience of the “fun” emotion, such as emotional spark and flow. Additionally, it is found that when Chinese outbound tourists have achieved a high level of the “fun” emotion, their intentions to recommend and revisit their destination will be stronger. In addition, perceived risk is found to have a negative moderating role in the causal relationships among emotional spark and recommendation and revisit intentions, and also has negative moderating effects on the causal relationship between flow and recommendation intentions. This study provides important practical insights for how international tourist destination marketers and managers provide Chinese tourists with MTEs, and how to elicit the “fun” emotion and loyalty behaviors from Chinese tourists via the investigation of the mechanism of MTEs, fun, and recommendation and revisit intentions. It is also found that it is beneficial for international tourist destination managers to lower the level of tourists’ perceived risk to improve tourists’ recommendation and revisit intentions. These findings can aid in the development of more effective strategies to increase the market share and the international competitiveness of destinations.

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Section: Impact Of Social Interaction On Funmentioning

confidence: 99%

Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists

2020

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“…Building brand loyalty remains an ongoing challenge, namely because of the development of Social Networking Services (SNSs) (Watson et al, 2015). Brand-hosted social media, such as brand pages on Facebook, offer brands new ways to connect with customers (Helme-Guizon & Magnoni, 2019) but also new challenges (Claffey & Brady, 2019). Previous research has pointed out the power of social communities in building and enhancing loyalty towards brands (Laroche et al, 2012).…”

Section: Introductionmentioning

confidence: 99%

“…Previous research has pointed out the power of social communities in building and enhancing loyalty towards brands (Laroche et al, 2012). Furthermore, emergent perspectives in marketing highlight new opportunities for leveraging social media as a means to build customer-firm relationships through consumer engagement (Claffey & Brady, 2019). However, there is a need for more empirical research about the effect of engagement through brand-hosted social media on customers' brand loyalty (Helme-Guizon & Magnoni, 2019;Hudson et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects

Carvalho

Azar

Machado

2020

Journal of Marketing Management

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Brand gender has been suggested to influence consumer's responses to the brand. The aim of this research was to deepen the understanding of the relationship between brand gender and brand loyalty by developing a research model to test the relationships among brand gender, active consumer engagement with the brand on social media, perceived quality, brand love and brand loyalty. The hypotheses were tested using structural equation modelling. The results support the importance of active consumer brandengagement, perceived quality and brand love in underpinning the underlying process between brand gender and brand loyalty. Hence, this research complements prior work on brand gender and confirms the important benefits of a clear brand gender positioning by showing that a strong gender identity will enhance loyalty towards the brand.

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“…This group of studies is dominated by datasets obtained through self-report measures, such as surveys, and operationalised on multiple point scales. The main differentiating feature among those studies is conceptualisation of CE, which stems from simple 'liking' of a Facebook page (Wallace et al, 2014) or consumers' statement of familiarity with a company's social media activities (Dijkmans et al, 2015) to multidimensional constructs (Claffey and Brady, 2019;Hall-Phillips et al, 2016;Panigyrakis et al, 2019;Yang et al, 2016). In the latter studies, advanced regression models are used to validate the strength and directions of the relationships, such as Structural equation modelling (Table 7).…”

Section: Consequences Of Cementioning

confidence: 99%

“…A wide range of non-economic consequences of CE has so far been explored. Those consequences range from personal-related consequences, such as brand love (Wallace et al, 2014), affective commitment (Claffey and Brady, 2019) to self-brand connection (Panigyrakis et al, 2019) or Consumer-social venture identification (Hall-Phillips et al, 2016) to company-related consequences, such as company reputation (Dijkmans et al, 2015) or paid search advertising effectiveness (Yang et al, 2016). This group of studies is dominated by datasets obtained through self-report measures, such as surveys, and operationalised on multiple point scales.…”

Section: Non-economic Consequencesmentioning

confidence: 99%

Mapping methods of research on consumer engagement with brands on social media: A literature review

Martínek

2021

Methodological Innovations

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Consumer-brand engagement on social media is a widely studied research topic with high relevance for marketing practitioners. However, the discipline is affected by a conceptual divergence and limited understanding of applicable research methods. The purpose of this article is to review the extant empirical research in the marketing literature that investigates consumer engagement with brands on social media, provide an overview of the research methods employed, and suggest implications for future research. Through systematic review of 66 published studies, this article aims to explore what methods are used to empirically investigate consumer engagement with brands on social media and asks how these methods have evolved over time. The study categorises the current research and demonstrates the evolution of research methods and themes from 2011 until 2019. This literature review revealed three observations: (a) low methods’ diversity, (b) dominant reliance on visible social media metrics and (c) negative aspects of consumer brand engagement as an emerging theme. The insights developed and the observed trends can be helpful in shaping future research and practice in the field of consumer brand engagement.

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An empirical study of the impact of consumer emotional engagement and affective commitment in firm-hosted virtual communities

Cited by 36 publications

References 131 publications

Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists

Make It Memorable: Tourism Experience, Fun, Recommendation and Revisit Intentions of Chinese Outbound Tourists

Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects

Mapping methods of research on consumer engagement with brands on social media: A literature review

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