Consumer brand engagement: Socio-cultural perspective and research avenues

Abstract

This research highlights the contributions of the socio-cultural approach to the study of the concept of consumer brand engagement (CBE). To this end, an integrative analysis first traces the main research on CBE. It presents its conceptual construction within the relational and experiential paradigms and highlights the limitations of this literature. Second, a socio-cultural reading of CBE helps to address these limitations. We propose eight research avenues, based on two theoretical approaches: (1) understanding CBE through the cultural resources invested in it and the meanings that are at once identity-related, social and ideological and (2) technological tools and immersive experiential frameworks as socio-technical dispositifs. Managerial recommendations are provided in each of these areas of research.

Deciphering Emotional Sensitivity in Social Media: A Paradigm for Brand Equity Enhancement

“…For instance, the number of intentional post views may provide more meaningful insights than the mere count of account followers [12]. The interpretation of metrics derived from social media communication results is not straightforward, and account holders must exercise caution in accurately and comprehensively interpreting the obtained results [13,14].…”