Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty

Eun-Ho, Kim; Yoo, Dongho; Doh, Sun-Jae

doi:10.1057/s41262-020-00211-9

Cited by 26 publications

(11 citation statements)

References 125 publications

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“…The relationship between the customer and the company is therefore crucial for loyalty [3,4]. At the same time, the relevance of the relationship/loyalty of the consumer with the brands is verified, evidenced in several empirical studies, which elaborate constructs that confirm this relationship [5][6][7][8][9][10][11][12][13][14][15][16][17].…”

Section: Introductionmentioning

confidence: 99%

Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil

Cardoso

Gabriel

Figueiredo

et al. 2022

Journal of Open Innovation: Technology, Market, and Complexity

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The purpose of this article is to analyze the relationship between a brand’s trust in consumer decisions and its maintenance over time in a retail chain in northern Brazil known as Bemol. The sample consists of 210 respondents, customers of Bemol, and the methodology used is a model of structural equations. The developed model consists of 22 variables, divided into three constructs: trust, loyalty and brand. The results show the importance of trust in the consumption decision, as well as loyalty, relationship and satisfaction. Trust and loyalty lead to brand relationship, which is why managers must pay special attention to the factors to be provided to their customers so that this triad can be verified. Commercial brands marketed to the public should consider inducing strong feelings towards the brand as an important step in promoting customer satisfaction and loyalty. A brand for which that the consumer develops strong feelings will facilitate and potentiate positive behaviors in the long term. However, some behavioral characteristics, attendance and leadership, are of lesser importance to the consumer. This research presents a limitation as to its application, as the respondents were only customers of one brand, Bemol.

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Section: Introductionmentioning

confidence: 99%

Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil

Cardoso

Gabriel

Figueiredo

et al. 2022

Journal of Open Innovation: Technology, Market, and Complexity

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“…This is because dependent selfconstrual consumers have an inherent need for social connection and the medium with a high SP conveys feelings of human contact, sociability and intimacy (Animesh et al, 2011;Ou et al, 2014). Therefore, when they are in such environments, they will fulfill their social needs, and in turn, will be more trust the products and brands (Kim et al, 2021). Alternatively, independent selfconstrual consumers may prefer less SP.…”

Section: Social Presence Trust Self-construalmentioning

confidence: 99%

Feeling present matters: effects of social presence on live-streaming workout courses’ purchase intention

Hou

Han

Chen

et al. 2023

JPBM

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Purpose This paper aims to test the effects of social presence (SP) and other related factors, including trust, self-construal and brand familiarity, in affecting consumers’ purchase intention of live-streaming workout courses. Design/methodology/approach Three between-subjects, Web-based experimental studies were conducted. There were separately 108, 208 and 284 valid questionnaires collected in the three studies. Moderation and mediation analyses were performed to test the research hypotheses. Findings Users’ sense of SP when watching live-streaming courses positively affects their willingness to purchase courses, and users’ sense of trust plays a mediating role in the influence of users’ SP on their purchase intention. In addition, when users belong to dependent self-construal rather than independent self-construal, their trust in live-streaming courses plays a stronger mediating role in the influence of users’ SP on their purchase intentions. What is more, when users have high brand familiarity rather than low brand familiarity, their trust in online live-streaming plays a stronger mediating role in the influence of users’ SP on their purchase intentions. Originality/value This research delineates the effects of SP on the consumption of live-streaming courses, thus further adding to the understanding of the role of real-time interaction in determining consumer behavior. It also highlights the roles of self-construal and brand familiarity as mediating influences on the relationship between SP and consumer trust.

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“…Brands have long been known to play a role in identity performance (e.g., Belk, 1988). People are more likely to develop positive attitudes towards brands that they feel reflect their self-concept and personal values (Belk, 2013;Hollenbeck & Kaikati, 2012;E.-H. Kim et al, 2021;MacInnes & Folkes, 2017;Park et al, 2021). Brands increasingly use social media to enhance consumer engagement, recognizing that consumer interaction with a brand or an advertising campaign through these platforms is key to improving consumers' brand attitudes (Ashley & Tuten, 2015;Zarouali et al, 2018).…”

Section: Brand Preference and Sharing On Social Mediamentioning

confidence: 99%

“…This engagement with brands on social media is driven by existing consumer‐brand relationships and trust, message content and delivery, platform affordances, and consumer psychology, and can involve interacting with the brand, other consumers, or other social media users (Cao et al, 2021; Cheung et al, 2022; Dolan et al, 2019; E.‐H. Kim et al, 2021; Park et al, 2021; Schivinski, 2021; Tsiotsou, 2021). How effective, however, is liking or sharing a product's page or post in impacting one's own brand attitude?…”

Section: Introductionmentioning

confidence: 99%

Sharing brands on social media: The roles of behavioural commitment and modality in identity shift

Johnson

Rosenbaum

2022

Int J Consumer Studies

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People who publicly exhibit behaviours on social media adjust their sense of self accordingly, a process known as identity shift. This manuscript reports on two experiments that extend identity shift research, applying it to consumer engagement with media brands on social media. In the first study (N = 150), participants liked or shared brands' social media posts using their own Facebook accounts. We tested actual behavioural commitment against merely thinking about sharing or liking the post, to provide a rigorous test of identity shift theory. Contrary to expectations, results showed no significant differences between behaviour and thought. Findings did show that users were more cautious in sharing (vs. liking) posts and were more likely to be influenced by their own sharing if they were relatively infrequent social media sharers. The second study (N = 338) extended this design to include Twitter and account for the roles of social media users' personality traits, perceptions of different social media platforms, and user choice and autonomy. Results revealed that liking on Twitter or sharing on Facebook produced more positive brand attitudes. Contrary to expectations, extroverts and those who perceived their online performance as more public reported less positive attitudes after actually sharing.

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Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty

Cited by 26 publications

References 125 publications

Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil

Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil

Feeling present matters: effects of social presence on live-streaming workout courses’ purchase intention

Sharing brands on social media: The roles of behavioural commitment and modality in identity shift

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