Examining customer engagement and brand intimacy in social media context

Wang, Tien; Lee, Fu Yu

doi:10.1016/j.jretconser.2020.102035

Cited by 71 publications

(38 citation statements)

References 61 publications

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“…socialization, special offers), which may be stronger drivers than their admiration/love for the brand itself. Results offer preliminary support to gender effects and corroborate a similar pattern recently found regarding the impact of involvement on SMBE (Wang and Lee, 2020). Yet, given the exploratory nature of the analysis, this finding may need further validation with a more representative, gender-balanced sample.…”

Section: Discussion and Contributionssupporting

confidence: 89%

“…As such, many research gaps remain: the nomological network of the construct is still in an embryonic stage of development (Carvalho and Fernandes, 2018; Wang and Lee, 2020); empirical validation of its drivers and loyalty-related outcomes remains nebulous to date (Islam et al , 2018; Loureiro et al , 2017); and further insights into social media “fans” and their relationships with brands are still needed (Wallace et al , 2017). Although many researchers believe that social media is the ideal environment to develop consumer-brand relationships, it is still unclear how the process of being more loyal happens in SMBBC (Laroche et al , 2012).…”

Section: Social Media and Consumer Brand Engagementmentioning

confidence: 99%

“…The ubiquity of social media has offered consumers additional opportunities for self-expressiveness (Ruane and Wallace, 2015), which may be more critical online than offline (Wallace et al , 2017): in social media, consumers may use brands as a “shorthand” or as “subtle cues about themselves” (Hollenbeck and Kaikati, 2012, p. 396), to create a self-identity (Rissanen and Luoma-Aho, 2016). Therefore, consumers who follow brands online may do so to allow that brand to express their own ideals or actual selves (Vernuccio et al , 2015; Wang and Lee, 2020). This may be particularly true among Millennials (Islam and Rahman, 2016; Wallace et al , 2014).…”

Section: Theoretical Background and Research Hypothesesmentioning

confidence: 99%

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From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

Fernandes

Inverneiro

2020

JPBM

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Purpose Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials’ avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions. Design/methodology/approach Data was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Considering brand loyalty as a key outcome, a holistic model was developed and tested using partial least squares-structural equation modelling, emphasizing not only the role of social media engagement but also including brand love, experience and identification as direct and indirect antecedents. Findings Findings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Moreover, together with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty. Originality/value Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials. Moreover, research on disengaged consumers who exhibit limited willingness to engage is still scant. Managerially, this study provides insights for brand managers wishing to successfully engage and build relationships with Millennials and to identify key routes to Millennials’ loyalty.

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Section: Discussion and Contributionssupporting

confidence: 89%

Section: Social Media and Consumer Brand Engagementmentioning

confidence: 99%

Section: Theoretical Background and Research Hypothesesmentioning

confidence: 99%

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From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

Fernandes

Inverneiro

2020

JPBM

View full text Add to dashboard Cite

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“…It has been found that the Internet can help maintain relationships and promote online intimacy [33]. Traditionally, an intimate relationship refers to the establishment of private and close feelings with someone through a series of sustained and reciprocal interpersonal interactions (e.g., via physical proximity and direct face-to-face contacts) [34][35][36]. It has been found that the way that intimacy is established (i.e., online vs. offline) does not affect the nature of perceived intimacy that gratifies human needs for social exchanges [34].…”

Section: Perceived Online Intimacymentioning

confidence: 99%

How can live streamers enhance viewer engagement in eCommerce streaming?

Liu¹,

Sun²,

Lee³

2021

Proceedings of the Annual Hawaii International Conference on System Sciences

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eCommerce live streaming has enabled new forms of customer engagement, where live streamers, viewers and platform owners engage each other in real time to hawk and trade goods and services. Central to live streaming sales are live streamers. It is therefore critical to discover techniques to maximize live streamers' engagement with viewers. Based on the intimacy theory, we propose the perceived intimacy live streamers created improves online engagement with viewers. Our survey results suggest streamers' authenticity, attitudinal similarity and customer response capability enhance intimacy perceived by online viewers, leading to viewers' online engagement. Contributions of our study are discussed.

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“…People can engage with social media by liking, commenting, and sharing content (Ham et al, 2019; Pino et al, 2019). In this article, it is assumed that the act of taking selfies exerts positive influences on customer engagement and, in turn, on behavior (T. Wang & Lee, 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

#artoninstagram: Engaging with art in the era of the selfie

Piancatelli

Massi

Vocino

2020

International Journal of Market Research

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This study aims to understand how people engage with art in the era of selfies, digital devices, and social media. It examines the audience experience of an art exhibition, where visitors are encouraged to use social media to share their art experience, to understand how such an approach might change the nature of visitor engagement with art. Arguably, selfies taken in the art space enrich the visitor’s experience and engagement with art and function as co-creational, empowering, and authentic marketing tools for museums. Data for this research were collected through non-participant observation (ethnography) and netnography at the National Gallery of Victoria, in Melbourne, Australia. The results show that rather than promoting disengagement from the art piece, selfies in the art space become “networked material-discursive entanglements” empowering art consumers to co-create value and arts organizations to reduce their distance from consumers and reproduce the iconic authenticity of the artwork in the virtual space. The article contributes to selfie theory by overcoming the traditional view of selfies as manifestation of narcissistic self-expression. Instead, it promotes an interpretation of selfies as an empowering and democratizing means used by art consumers to develop narratives and identity projects in a context such as the museum where traditionally the development of the narrative is apanage of an elite. A further contribution provided by this research stems from the identification of clusters of visitors (i.e., reality escapers, art lovers, photoholics, and selfie lovers), placed on a continuum of value co-creation, which arts administrators need to be conscious of as they enter a more dynamic era of art consumption. By outlining managerial implications, this study provides an initial reflection on how arts managers can navigate the emerging era of the selfie in the museum context.

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Examining customer engagement and brand intimacy in social media context

Cited by 71 publications

References 61 publications

From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

How can live streamers enhance viewer engagement in eCommerce streaming?

#artoninstagram: Engaging with art in the era of the selfie

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