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Social media brand engagement: dimensions, drivers and consequences

 

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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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