When will consumers be ready? A psychological perspective on consumer engagement in social media brand communities

Datos Bibliográficos

ID12420675
AutoresLinlin Liu (0000-0001-6331-3897, South China University of Technology, autor de correspondencia), Deqiang Dou (0000-0002-1784-239X), Renjing Liu (0000-0001-9099-0076, Xi'an Jiaotong University), Matthew Lee (0000-0002-9700-8951, City University of Hong Kong), Jiawen Chen (0000-0002-4747-3679, Jinan University)
Año2019
Volumen29
Número4
Páginas704-724
Fecha de publicación2019-02-26
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaInternet Research (JOURNAL)
Identificadores de la revistaISSN: 1066-2243 • E-ISSN: 2054-5657
EditorialEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-05-2017-0177
OpenAlexW2917512797
IdiomaEN
Citas recibidas8
Referencias citadas81

Purpose The purpose of this paper is twofold: first, to explain whether consumer engagement in social media brand communities (SMBCs) motivates consumer brand loyalty; and second, to explore the antecedents of consumer engagement by developing a model based on personal engagement theory. Design/methodology/approach Online survey data from 279 brand community members of Weibo (one of the most popular social media websites in China) were used to test the proposed model. Structural equation modeling with partial least squares was performed to test both the measurement model and the structural model. A hierarchical multiple regression analysis was conducted to examine the interaction effects. Findings The findings show that three factors, namely, recognition, community identification and self-efficacy, had significant positive effects on consumer engagement in SMBCs, which consequently enhanced brand loyalty. Self-efficacy moderated the effects of both community identification and recognition on consumer engagement. The impacts of three factors on consumer engagement are contingent upon the type of SMBCs. Originality/value This study extends and advances the literature on consumer engagement by explaining consumer engagement in SMBCs from a new theoretical lens. This study also enriches personal engagement theory by investigating the effects of the interaction between different conditions of engagement. In addition, this study contributes to brand loyalty literature by providing empirical evidence of the impact of consumer engagement on brand loyalty. Finally, this study contributes to the online brand community study by introducing personal engagement theory into SMBC context, and examining the moderating role of SMBC types

Advertising · Brand awareness · Brand Community · Brand Engagement · Brand Loyalty · Business · Context (archaeology · Loyalty · Originality · Political science · Social media · Structural equation modeling · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Knowledge Management and Sharing · Psychology · Social Psychology · Marketing