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Social media brand engagement: dimensions, drivers and consequences
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coaching notes
Social media brand engagement: proportions, drivers and
consequences
Article publication date: 15 January 2020
Issue e-book date: eleven March 2020
Abstract
Purpose
This paper targets to boost the current knowledge of social media (SM) logo engagement. Specifically, it validates the dimensionality of SM
brand engagement, examines its drivers and explores the effect of SM emblem
engagement on emblem fairness.
Design/methodology/method
A survey turned into conducted with 433 Generation Y (Gen Y) SM users.
Findings
The examine consequences validate SM emblem engagement as a
multidimensional assemble comprising utilitarian, hedonic and social
dimensions. Three classes of SM engagement antecedents were recognized: social
elements (social identity and tie-strength), consumer-primarily based factors
(service, product and fee facts, hedonic reasons and prior revel in with SM)
and company-generated information (personalised advertising, mass advertising
and marketing, promotional offers and charge statistics). Finally, SM emblem
engagement became undoubtedly associated with logo fairness.
Research obstacles/implications
This observe targeted on Gen Y SM customers in India. This
take a look at need to be replicated in other contexts to establish the
generalizability of the findings.
Practical implications
A better understanding of the dimensionality and drivers of
SM emblem engagement can help managers to decorate their SM strategies to build
emblem fairness.
Originality/price
This is the primary take a look at to offer a complete
examination of the size, drivers and consequences of SM emblem engagement.
Keywords
Citation
Chahal, H., Wirtz, J. And Verma, A. (2020), "Social media
brand engagement: dimensions, drivers and effects", Journal of Consumer
Marketing, Vol. 37 No. 2, pp. 191-204. Https://doi.Org/10.1108/JCM-11-2018-2937
Publisher
Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited
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