To engage or not engage? The features of video content on <scp>YouTube</scp> affecting digital consumer engagement

Munaro, Ana Cristina; Barcelos, Renato Hübner; Maffezzolli, Eliane Cristine Francisco; Rodrigues, João Pedro Santos; Paraíso, Emerson Cabrera

doi:10.1002/cb.1939

Cited by 80 publications

(64 citation statements)

References 50 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Therefore, the greater a customer's cognitive, emotional and behavioral investment in a destination brand (e.g., by learning about, discussing, or recommending the brand to others), the higher his/her brand engagement (Kumar & Pansari, 2016 ; So et al, 2021 ). In turn, the individual's engagement has been shown to yield important effects on consumers' (e.g., repurchase) behavior (e.g., Kumar et al, 2019 ; Munaro et al, 2021 ; Naeem & Ozuem, 2021 ).…”

Section: Literature Review and Conceptual Developmentmentioning

confidence: 99%

“…Customer engagement has been defined as a customer's resource investment in his/her brand interactions (Kumar et al, 2019 ), revealing its inherently interactive nature (Behnam et al, 2021 ; Munaro et al, 2021 ). During the pandemic, customer/brand interactions have been severely impacted (e.g., through lockdowns/social distancing; Aziz & Long, 2021 ), thus impacting customers' brand engagement (vs. pre ‐the pandemic), which―however―remains scant (Hollebeek et al, 2021 ), revealing an important gap.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement

Rather

Hollebeek

Vo‐Thanh

et al. 2022

J of Consumer Behaviour

View full text Add to dashboard Cite

While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social identity theory and service‐dominant‐logic, this study develops and tests a model that explores the effect of customers' brand credibility, ‐value congruence, and ‐experience on their brand identification, and its subsequent effect on their brand advocacy, ‐attachment, and ‐loyalty. We also examine the potentially moderating role of consumers' engagement in affecting these relationships. To explore these issues, we collected tourist‐based survey data. To analyze the data, we used confirmatory factor analysis, followed by structural equation modeling. The findings reveal that brand value congruence, credibility, and experience exercise significant positive effects on customers' brand identification, which, in turn, impact their brand advocacy, attachment, and loyalty. Further, brand engagement is shown to moderate the association of these factors. We conclude by outlining key theoretical/practical implications that arise from this research.

show abstract

Section: Literature Review and Conceptual Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement

Rather

Hollebeek

Vo‐Thanh

et al. 2022

J of Consumer Behaviour

View full text Add to dashboard Cite

show abstract

“…Literature has discovered that video length is one of the cardinal features with a significant impact on digital consumer engagement [16], defined as the attention span required for media entertainment [17]. Similarly, Jang et al connected duration to narrative engagement [18], a discourse effort that becomes more important with excessive video length.…”

Section: Research Modelmentioning

confidence: 99%

Driving Factors and Moderating Effects Behind Citizen Engagement With Mobile Short-Form Videos

2022

View full text Add to dashboard Cite

Mobile short-form video entertainment enables mainstream public sites to expedite the dissemination of essential information, increase transparency, and maintain trust among decision-making bodies. In view of these benefits, it is necessary to understand the mechanism of citizen engagement with short-form videos using social media almetrics. The purpose of this study is to delineate the driving factors and moderating effects of large-scale interactive participation in TikTok's public accounts committed to sustainable poverty alleviation, a grand challenge that spreads quickly on the official agenda. Specifically, this study estimates negative binomial models based on the complete set of videos, released between 2018 August (the earliest date available) and September 2021, in poverty-striken provinces. The results show that appropriate combinations of common themes, music genres, and sentiment values can strengthen the involvement and awareness of short-form video entertainment. It serves as convincing proof that 1) content related to human resource development and public policies stimulated the highest level of citizen engagement, and it exceeded all other categories by a large margin; 2) the moderating roles of sentiment values could be partially confirmed across the common themes and music genres; and 3) while being moderated, popular and epic music could either arise or weaken citizen engagement under the topical series, but the benefits of containing these genres were not limited to performance.

show abstract

“…Research found further, for example, that "postings during non-business hours also helps to increase the number of views, likes and comments" (Munaro et al, 2021, p. 13). Other identified criteria affecting the success of a video on YouTube seem to be the video-length, language style and emotion (Munaro et al, 2021). In addition, tutorials, interviews with experts and videos with answers to recurring customer questions can generate a proactive exchange.…”

Section: The Youtube Video Platformmentioning

confidence: 99%

Using YouTube to Connect and Educate Individuals in the Chemical Industry

Klein¹

2022

IJTES

View full text Add to dashboard Cite

In the chemical industry, a new generation of decision-makers is emerging in the next 5 to 10 years with a higher affinity for the use of videos to find information and to connect with other individuals. Through the digital transformation, an “on-demand” culture has become usual. As individuals want to access information at any time, B2B companies need to transform to video-based infrastructures enabling them to build effective relationships through connecting their employees with the new decision-makers of the industry. The speciality chemicals business is characterized by a high level of innovations which is seen as an excellent source to create video content aiming to connect individuals and to change social communication patterns. The current academic literature indicates the advantages of using YouTube in B2B, but a specific framework describing how to embed YouTube in the customer journey to improve B2B social communication and to achieve better social connections between B2B individuals is missing. Using an adopted content analysis, this paper developed a framework for YouTube-based activities combining the four major elements, Content, Touchpoint, Usage and Stimulus, in an interrelated setup.

show abstract

To engage or not engage? The features of video content on YouTube affecting digital consumer engagement

Cited by 80 publications

References 50 publications

Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement

Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement

Driving Factors and Moderating Effects Behind Citizen Engagement With Mobile Short-Form Videos

Using YouTube to Connect and Educate Individuals in the Chemical Industry

Contact Info

Product

Resources

About