The Psychological Mechanism of Brand Co-creation Engagement

Hsieh, Sara H.; Chang, Aihwa

doi:10.1016/j.intmar.2015.10.001

Cited by 210 publications

(247 citation statements)

References 81 publications

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“…Vivek et al [127] defines Consumer Engagement as the intensity of an individual's participation and connection with an organization's offerings and/ or organizational activities, which either the customer or the organization initiate. From the above definitions, two things can be noted about consumer engagement that is the importance of multidimensionality and relational exchange nature of the construct which states behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers [30], [61]. In social media context, the research on consumer engagement has received high attentions of academicians, managers and practitioners [83], [104].…”

Section: Consumer Engagement With Brand-related Contentmentioning

confidence: 99%

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Kujur

Singh

2020

J. theor. appl. electron. commer. res.

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In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavior on social media further adding to sales. The high quality visual improves visibility in Social Networking Sites and are being selected as organization's key activity. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation (consumer engagement) over direct relationship between independent (visual contents) and dependent variable (consumer-brand relationship) on Facebook. In future similar study may be conducted in other social media platforms.

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Section: Consumer Engagement With Brand-related Contentmentioning

confidence: 99%

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Kujur

Singh

2020

J. theor. appl. electron. commer. res.

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“…CE is a state of mind that motivates customers to adopt company supporting behaviors. Behavioral outcomes (e.g., Loyalty, WOM, feedback intention) emerge from CE [28,30]. Taking CE as a broader concept is based on the logic that behavioral participation in engagement activities may not necessarily be on account of CE; rather, it may also have many other antecedents [47,48] and engagement behaviors have high variability in different contexts [37,49].…”

Section: Customer Engagementmentioning

confidence: 99%

CSR and Customer Outcomes: The Mediating Role of Customer Engagement

2018

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Corporate social responsibility (CSR) image positively affects customer outcomes. Despite researchers’ interest in the investigation of company favoring outcomes still, there is a need to further examine the psychological mechanisms that generate these outcomes. Customer engagement (CE) is a state of mind that drives customer behavior. The role of CE has been fully ignored in CSR literature. We suggest that CSR engenders CE and examine the mediating role of CE between CSR and behavioral outcomes. A survey of 455 customers of banking services in Pakistan provided empirical evidence for hypothesis testing. Structural equation modeling was used to analyze the data. We find that CSR image induces CE that gives rise to behavioral responses i.e., customer loyalty, word-of-mouth (WOM) and customer feedback. This is the first study to examine the impact of CSR on customer feedback and to investigate the mediating role of CE.

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“…The value is often generated from interactive activities among various market actors, such as organizations, agents, platforms, and consumers [14]. Brand engagement has received extensive attention in the literature [91,92]. In terms of content, the related studies have mainly included pre-purchase behavior [15,16] and post-purchase behavior [17].…”

Section: Brand Engagementmentioning

confidence: 99%

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Bai

2020

Sustainability

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Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

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The Psychological Mechanism of Brand Co-creation Engagement

Cited by 210 publications

References 81 publications

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

CSR and Customer Outcomes: The Mediating Role of Customer Engagement

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

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The Psychological Mechanism of Brand Co-creation Engagement

Cited by 210 publications

References 81 publications

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses &amp; Gratifications Theory Perspective

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses &amp; Gratifications Theory Perspective

CSR and Customer Outcomes: The Mediating Role of Customer Engagement

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Contact Info

Product

Resources

About

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective