Social media brand engagement practices

Abstract

Purpose The purpose of this paper is to deepen the understanding on social media brand engagement (SMBE) practices by exploring the impact of consumer brand knowledge, perceived social pressure, perceived social relatedness (PSR) and the role of brand trust. Design/methodology/approach A model is proposed to suggest the influence of consumer-level antecedents and moderators of SMBE. Following a survey design approach, data collected from 687 respondents on Facebook are examined through structural equation modelling using AMOS 23.0. Findings The findings reveal significant relationship between the examined antecedents (brand knowledge, perceived social pressure and brand trust) and SMBE. Examination of the moderation role of PSR revealed significant interaction effects on the relationship between brand knowledge and SMBE, as well as perceived social pressure and SMBE. The findings also suggest a lack of interaction effect of PSR on the relationship between brand trust and SMBE. Research limitations/implications This research provides empirical evidence in support of understanding SMBE practices by testing theoretically grounded hypotheses. The study focussed on technologically savvy respondents and only Facebook users in Ghana, which could limit the generalisation of the findings reported. Practical implications This study illustrates a need for managers to integrate multi-communication channels to enhance brand interactions and engagements. Firms must also adopt strategies that would enhance the sharing of interesting information about their brands on their social media platforms to attract others through customer networks. Originality/value The conceptualization of SMBE in this study zooms out our understanding of online SMBE by examining pertinent variables that drive or moderate consumer participation in SMBE activities. The integration of these variables brings out new empirical understanding and extends our knowledge on SMBE.

How omnichannel integration promotes customer word-of-mouth behaviors: the mediating roles of perceived personal preference fit and perceived social relatedness

“…Customers' expectations about relationship continuity with the brands motivate their WOM behaviors with the brands (Kim and Drumwright, 2016). Moreover, customers' senses of shared interest with other customers motivate their participation in WOM behaviors (Osei-Frimpong et al. , 2019).…”

“…Customers' expectations about relationship continuity with the brands motivate their WOM behaviors with the brands (Kim and Drumwright, 2016). Moreover, customers' senses of shared interest with other customers motivate their participation in WOM behaviors (Osei-Frimpong et al, 2019). Thus, perceived social relatedness, which refers to the customer's feeling of belongingness to an omnichannel brand and sense of caring for other customers with the same brand, can be defined as a typical form of social reciprocal benefit that a customer will expect in exchange for their WOM behaviors.…”

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“…Similarly, employees who are familiar with the brand are more likely to grasp their responsibilities and execute on the brand promise (Mangold and Miles, 2007 ; Erkmen, 2018 ). As a result, brand expertise combined with precise comprehension aids employees in overcoming ambiguity and committing to the brand (de Chernatony and Segal-Horn, 2001 ; Kumar and Kaushik, 2020 ; Liu et al, 2020 ; Osei-Frimpong et al, 2020 ). In terms of confusion, supplying workers with enough information regarding brand expectations will improve overall role clarity or reduce their role ambiguity.…”

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“…Social media has now cemented itself as an effective tool for quick and easy communication (Kaplan and Haenlein, 2010), pertinently between businesses and netizens (Chua and Banerjee, 2013; Osei-Frimpong et al , 2019). The adoption of social media, for purposes such as collaboration and stakeholder engagement, has been particularly high in ISD projects (Kanagarajoo, 2018).…”