Brand and consumer engagement behaviors on Facebook brand pages: Let's have a (positive) conversation

Dhaoui, Chedia; Webster, Cynthia

doi:10.1016/j.ijresmar.2020.06.005

Cited by 75 publications

(64 citation statements)

References 64 publications

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“…User-generated content is a "vital resource for audience engagement and empowerment" (Wahl-Jorgensen et al, 2010, p. 177) and fosters value creation through consumer-led creativity. Dhaoui and Webster (2020) note that understanding how brands can influence engagement through digital media is important, as "chatter matters". Offline, brands could focus on enhancing interaction opportunities through direct response communications, in-store loyalty events, redemption-based gifts and promotions.…”

Section: Ejm 555mentioning

confidence: 99%

Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives

Bowden

Mirzaei

2021

EJM

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Purpose Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent impact of engagement on loyalty is explored across these two channels. Design/methodology/approach A survey approach was used with two consumer samples for one focal retail brand, namely, a consumer-initiated OBC (Facebook) and email subscribers of the retail brand’s DCM communications. A multi-group analysis of structural invariance procedure was used to comparatively examine the formation of engagement for consumers within the OBC and DCM channels. Findings This study demonstrates the different ways in which engagement forms across different digital communication channels. Self-brand connection (SBC) was found to strongly drive behavioural, cognitive, affective and social engagement. The cognitive, affective and behavioural engagement was found to mediate the self-brand connection and consumer loyalty relationship. Overall, this relationship was most strongly and significantly mediated by affective and cognitive engagement within the OBC channel when compared to the DCM channel. Research limitations/implications The findings of this study should be interpreted with several limitations in mind. First, the research was conducted within the confines of one OBC, within one social networking site platform characterised by self-selected membership based on a passion and immersion with the brand. This means that consumers within the OBC were highly connected to one another and the retail brand and highly socialised in-group norms and mores. This type and intensity of connection may not be the case for all forms of OBCs. Second, this study was limited to one retail brand, from one brand category. Future research should examine OBCs across a range of utilitarian and hedonic brands to comprehensively contextualise the dimensions of engagement. Third, the data for this study was cross-sectional. The use of netnographic analysis and qualitative interviews across a range of OBCs would support the triangulation of the findings of this research, especially with regard to the narrative that consumers’ express when discussing how their SBC manifests through the dimensions of engagement. Fourth, this study explored a single antecedent of engagement, namely, self-brand connections. Future research may consider how SBC operates in conjunction with other complementary factors to enhance consumers’ affective, cognitive, social and behavioural engagement such as brand awareness, satisfaction and participation/interactivity. In addition, future research could examine an expanded array of engagement outcomes such as purchase intention, the share of wallet and reputation. Finally, future research should examine the operationalisation and validation of the dimensions of engagement using multiple competing scales to assess the suitability of these engagement scales across multiple brand categories and contexts. Practical implications Given the increasing investment in branding within social media and the fragmentation of brand communications across multiple communications platforms, the management of effective brand communications remains a significant challenge. This study found that the relationship between self-brand connections, affective, social, behavioural and cognitive engagement and loyalty was context-specific and moderated by a digital communication channel (OBC vs DCM email marketing), thus providing insights as to the effectiveness of OBCs and DCMs as two tools for enhancing consumer loyalty. Originality/value This study makes a novel contribution to the engagement literature by examining the antecedent role of self-brand connections in predicting consumers’ engagement; the moderating role of digital communication platforms (OBC vs DCM) on the formation of cognitive, affective, behavioural and social engagement; and the mediating effect of these dimensions on loyalty.

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Section: Ejm 555mentioning

confidence: 99%

Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives

Bowden

Mirzaei

2021

EJM

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“…Share engagement behavior refers to advertising brand, product or service information through the sharing options provided by digital platforms; whereas click engagement behavior is where focal consumers measure corporate-generated content to improve their experience with a specific product or brand ( van Doorn et al, 2010 ; Thompson and Brouthers, 2021 ). Dhaoui and Webster (2021) divide customer engagement behavior on social media into five constructs, namely endorsement, feedback, recommendation, conversation, and consensus; while Kim and Yang (2017) and Srivastava et al (2018) point out that each engagement behavior differs in value and commitment of resources. Like-level engagement is the simplest level.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

“…The extent to which brand social media content strategies affect digital customer engagement varies. First of all, not all content strategies stimulate the same level of customer engagement ( de Vries et al, 2012 ; Dhaoui and Webster, 2021 ; Liu et al, 2021 ; Shahbaznezhad et al, 2021 ). Chandrasekaran et al (2019) state that the level of customer engagement varies by content category, with remuneration and social content category showing significant differential effects in the number of likes and shares.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

Liu

Wang

et al. 2021

Front. Psychol.

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Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage. However, there are many brands which fail to operate social media as effectively as expected. The effective use of brand social media strategies to improve digital customer engagement remains an ongoing challenge for the enterprises. Based on firm-generated content theory and social presence theory, this study aims to identify the impact of brand social media strategies on different levels of digital customer engagement, including positive filtering, cognitive and affective processing as well as advocacy from content strategy and response strategy. Based on 1,519 brand posts on the official Weibo pages of eight of the top 500 Chinese brands in 2021, this study uses a multiple linear regression model to examine the impact of brand social media strategies on digital customer engagement and the moderating effects of brand image and discretionary purchases. The findings show that, on the one hand, among the brand social media content strategies, action content strategy is associated with higher levels of digital customer engagement. On the other hand, different brand social media response strategies have a differential impact on digital customer engagement levels, with cohesive response being the best strategy for increasing digital customer engagement level. In addition, the effectiveness of brand social media response strategy in digital customer engagement is further moderated by the brand image and discretionary purchases. In contrast, the effectiveness of brand social media response strategy in digital customer engagement is stronger when the brand image emphasizes its “competence” or the discretionary purchases focus on “material purchases.” This study not only enriches the research on digital customer engagement but also provides a reference for the brand strategy selection, design and management based on social media.

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“…Semenjak munculnya televisi, video telah menjadi bentuk komunikasi utama antara perusahaan dan customer (Kretschmer and Peukert, 2020). Menurut (Choi and Johnson, 2005) dan (Dhaoui and Webster, 2021), video dapat merangsang indra visual dan akustik sehingga lebih menarik perhatian penonton ketimbang konten dalam bentuk media lainnya.…”

Section: Pendahuluanunclassified

Pembuatan Video Profil Sebagai Penguat Identitas dan Sarana Promosi di UKM Verte Bleue Spirulina Kota Malang

Anzari

Wicaksono²,

Pratiwi³

et al. 2021

J-SOLID

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Spirulina merupakan makanan sehat yang semakin banyak dikonsumsi masyarakat saat ini. Terlebih di masa pandemic Covid-19, kebutuhan masyarakat akan makanan sehat semakin meningkat. Spirulina memiliki beberapa kelebihan yaitu mampu membersihkan organ liver dari zatzat berbahaya yang dihasilkan asap rokok, alcohol maupun minuman keras lainnya. Selain itu bioreactor spirulina mampu menyerap emisi karbon 400 kali lebih baik daripada sebatang pohon. Perkembangan teknologi yang semakin pesat di bidang marketing dan media membuat para pelaku usaha sedikit kelimpungan dalam melakukan kegiatan promosi. Teknologi saat ini memaksa pelaku usaha UKM untuk membuat konten promosi di media sosial tersebut. Salah satu bentuknya adalah video profil. Tim pengabdian kemudian membuat sebuah video profil untuk UKM Verte Bleue Spirulina. Video profil ini tidak hanya digunakan sebagai sarana promosi tetapi juga sebagai sarana edukasi dan penguat identitas UKM Verte Bleue Spirulina sebagai satu-satunya UKM pembudidaya spirulina di Kota Malang. Dampaknya, masyarakat pun akan semakin mengenal spirulina sebagai salah satu sumber makanan sehat. Tim pengabdian melakukan koordinasi dengan Mitra dan Tim videographer untuk menentukan konsep video profil yang akan dibuat. Pengambilan video dilakukan di kediaman Mitra oleh tim videographer profesional, dan menghasilkan video profil dengan durasi 10 menit. Video ini profil ini dapat meningkatkan identitas UKM VB Spirulina dan sebagai sarana edukasi untuk lebih mengenalkan spirulina kepada masyarakat umum.

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Brand and consumer engagement behaviors on Facebook brand pages: Let's have a (positive) conversation

Cited by 75 publications

References 64 publications

Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives

Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives

How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

Pembuatan Video Profil Sebagai Penguat Identitas dan Sarana Promosi di UKM Verte Bleue Spirulina Kota Malang

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