Hamzah, Zalfa Laili and Abdul Wahab, Hazwani and Waqas, Muhammad (2021) Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts. Journal of Research in Interactive Marketing, 15 (2). pp. 336-358. ISSN 2040-7122, DOI https://doi.org/10.1108/JRIM-05-2020-0113.
Full text not available from this repository.Abstract
Purpose The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship outcomes resulting from the behavioural engagement on social media. Design/methodology/approach An online survey of 407 social media users was undertaken. Structural equation modelling was used to test all hypotheses. Findings The results indicated that consumers respond positively to interactive and/or novel posts. Furthermore, consumer engagement with brand posts positively influenced all customer-brand relationship facets including brand love and customer-brand identification. Originality/value This study contributes to closing the empirical gap in social media consumer engagement research by providing support for consumer perception of brand post's characteristics as a significant factor triggering consumer engagement with the brand post. This study also provides evidence that consumer engagement with brand posts leads to customer-brand relationships.
| Item Type: | Article |
|---|---|
| Funders: | UNSPECIFIED |
| Uncontrolled Keywords: | Social media marketing; Branding; Relationship marketing; Social media; Consumer engagement; Brand post; Interactivity; Novelty; Customer-brand relationship |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce > Business |
| Divisions: | Faculty of Business and Economics > Dept of Marketing |
| Depositing User: | Ms Zaharah Ramly |
| Date Deposited: | 02 Jun 2022 04:39 |
| Last Modified: | 02 Jun 2022 04:39 |
| URI: | http://eprints.um.edu.my/id/eprint/27234 |
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