An integrated model of social media brand engagement

Gómez, Mar; López, Carmen; Molina, Arturo

doi:10.1016/j.chb.2019.01.026

Cited by 159 publications

(141 citation statements)

References 109 publications

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“…Thus, understanding the drivers of brand community engagement is important for both practitioners and academia as well. Prior studies have examined a series of antecedents [16,36]. Among them, Wirtz et al [21] and Kaur et al [22] provided a cogent conceptual framework that summarizes the antecedents of OBC engagement.…”

Section: Brand Community Engagementmentioning

confidence: 99%

“…To the best of our knowledge, this is the first empirical study to investigate the impacts of product, brand and consumer characteristics on consumers' community engagement. It advances our understanding of the drivers of brand community engagement [16,22,25,26].…”

Section: Introductionmentioning

confidence: 95%

“…The viability and sustainability of an online community are conditional on members' community engagement [12,15,16]. To this end, managers must know what drives consumers' participation in OBCs first.…”

Section: Introductionmentioning

confidence: 99%

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Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics

et al. 2019

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Numerous firms operate online brand communities (OBCs) in order to build a close consumer–brand relationship. To succeed in realizing this aim, firms must first sustain members’ brand community engagement. While prior studies have examined a series of drivers of brand community engagement, most of them focused on psychological and social motivations. Limited information is available about the role of product, brand and consumer characteristics in driving brand community engagement. Building on the uses and gratifications (UG) theory, the authors investigate the moderation of product complexity, brand symbolism, and extraversion in the relationship between brand community gratification and brand community engagement. With the collaboration of an online shopping site, 462 validated survey responses were collected to test our hypotheses. The results indicate that product complexity positively moderates the impact of information value on brand community engagement and brand symbolism positively moderates the effect of social value on brand community engagement. Finally, the results show that extraversion positively interacts with social value in enhancing brand community engagement. This study advances the understanding of brand community engagement.

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Section: Brand Community Engagementmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 95%

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Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics

et al. 2019

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“…Since the advent of social media, the current form of communication has changed the communication process played by consumers, namely from passive to active where consumers only receive information about a product or brand through print and word-of-mouth media only [22,23]. However, the opposite is happening now is consumers become active users of the ease of information they receive, find out, and become content creators through various social media platforms such as Blogs, Twitter, Facebook, Instagram, and others.…”

Section: Customer Behavior: Social Media Based On Brand Trust and mentioning

confidence: 99%

“…Changes in communication established as above illustrate the quality of the relationship between brands and consumers that are getting stronger. Where consumers will view a product or brand as a satisfying partner to be used continuously [22,25]. The importance of such a relationship will lead to the nature of the trust and loyalty of consumers to a product or brand.…”

Section: Customer Behavior: Social Media Based On Brand Trust and mentioning

confidence: 99%

The Influence of Technology Innovation and Social Media on the Use of Mobile Payment in Indonesia

Oktavianni JM*,

Napitupulu

2019

IJRTE

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Mobile payment services are recently draw special attention of business people in banking and financial technology in Indonesia. The development is based on the use of technological innovations to increase company value and convenience of consumers in the transaction. However, the mobile payment function is not quite attached to the daily needs of users. Besides, by following the growing trends and times that are fully digital, either old or new business people alike want to get as many consumers as possible. Then, to make it happen, they use social media to attract the attention of consumers. Therefore, this study aims to determine whether the technological innovations that companies build in mobile payment services have a significant influence on users' decisions to use their services. And whether using the role of social media significantly influences the trust and loyalty of consumers to the mobile payment service they use. This research was conducted in Jakarta, Indonesia as one of the cities with more dominant mobile payment users. This study uses the methodology of the Technology Acceptance Test (TAM), Diffusion of Innovation Technology (DOIT), and Social Media based on Brand Trust and Loyalty as a research model, as well as distributing questionnaires for use as analysis material. Analysis conducted in this study is following Structural Equation Modeling (SEM) and data processing was using Amos version 23 Statistical Package for the Social Science (SPSS). The results of the study indicated that most variables have an impact on Actual System Use mediated by Intention to Adopt

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The power of brand nostalgia: Contrasting brand personality dimensions and consumer‐brand relationships of nostalgic and non‐nostalgic brands

Youn

Dodoo

2021

J of Consumer Behaviour

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Integrating the theories of nostalgia, brand personality, and consumer‐brand relationships, this research examined the power of nostalgia in explaining brand personality dimensions and five relational constructs. Online survey data across two separate studies (n = 374 for both studies) with two different sets of nostalgic and non‐nostalgic brands was collected via Amazon MTurk with U.S. based participants to unravel relationships between constructs. The data analysis revealed that nostalgic brands received stronger ratings on the brand personality dimensions of sincerity, excitement, and competence in both studies. In other words, the nostalgic status of brands served as a differentiator to account for the strength of brand personality dimensions. Nostalgic brands also showed stronger brand attachment, self‐brand connections, separation distress, relationship quality, and brand engagement behaviors on social media rather than non‐nostalgic brands. These findings provide the utility of nostalgia as a marketing communication tactic that can enhance important brand‐related outcomes. Furthermore, the sincerity and excitement brand personality dimensions appeared to be important mediators to explain the link between the nostalgic status of brands and relational outcomes in both studies. Theoretically, this research advances our knowledge of the theoretical mechanism behind how the nostalgic status of brands elucidates consumer‐brand relationships by exploring the mediating role of perceived brand personality. Practically, the findings provide strategic insights into the power of channeling nostalgia in retro‐marketing campaigns by maintaining or emphasizing brand personality (e.g., sincerity, excitement, or competence), which leads to desired relational marketing outcomes.

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An integrated model of social media brand engagement

Cited by 159 publications

References 109 publications

Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics

Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics

The Influence of Technology Innovation and Social Media on the Use of Mobile Payment in Indonesia

The power of brand nostalgia: Contrasting brand personality dimensions and consumer‐brand relationships of nostalgic and non‐nostalgic brands

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