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An integrated model of social media brand engagement

An integrated model of social media brand engagement
An integrated model of social media brand engagement
Despite the increasing use of social media sites to engage consumers, the consumer brand engagement construct is still in its infancy. This study aims to contribute to existing social media research by proposing and empirically testing a model in which social media brand involvement and social media brand communication are the main precursors and brand relationship quality is a relevant outcome of social media brand engagement. The findings show that the influence of social media brand involvement on social media brand engagement is stronger than the influence of social media brand communication. The latter is due to the co-creation of users and firms. Furthermore, interaction and attention are the most relevant components of social media brand engagement, followed by enthusiasm, identification, and absorption. Social media brand engagement is a useful tool for companies to gain competitive advantages. Thus, the findings could help firms better manage their social media tools in the context of social media communication.
Airlines, Brand communication, Brand engagement, Brand involvement, Brand relationship quality, Social media
0747-5632
196-206
Gomez, Mar
415429b4-f905-4054-9ce9-30e45d8d8c2d
Lopez, Carmen
f11f88d5-36c4-4beb-a4c5-ceb16a6df19c
Molina, Arturo
ee5c0f01-1241-467f-bf66-099cff1bc268
Gomez, Mar
415429b4-f905-4054-9ce9-30e45d8d8c2d
Lopez, Carmen
f11f88d5-36c4-4beb-a4c5-ceb16a6df19c
Molina, Arturo
ee5c0f01-1241-467f-bf66-099cff1bc268

Gomez, Mar, Lopez, Carmen and Molina, Arturo (2019) An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196-206. (doi:10.1016/j.chb.2019.01.026).

Record type: Article

Abstract

Despite the increasing use of social media sites to engage consumers, the consumer brand engagement construct is still in its infancy. This study aims to contribute to existing social media research by proposing and empirically testing a model in which social media brand involvement and social media brand communication are the main precursors and brand relationship quality is a relevant outcome of social media brand engagement. The findings show that the influence of social media brand involvement on social media brand engagement is stronger than the influence of social media brand communication. The latter is due to the co-creation of users and firms. Furthermore, interaction and attention are the most relevant components of social media brand engagement, followed by enthusiasm, identification, and absorption. Social media brand engagement is a useful tool for companies to gain competitive advantages. Thus, the findings could help firms better manage their social media tools in the context of social media communication.

Full text not available from this repository.

More information

Accepted/In Press date: 24 January 2019
Published date: 24 January 2019
Keywords: Airlines, Brand communication, Brand engagement, Brand involvement, Brand relationship quality, Social media

Identifiers

Local EPrints ID: 434290
URI: http://eprints.soton.ac.uk/id/eprint/434290
ISSN: 0747-5632
PURE UUID: fedd68f2-3243-47ee-b159-58c9d83bd93f
ORCID for Carmen Lopez: ORCID iD orcid.org/0000-0002-5510-1920

Catalogue record

Date deposited: 18 Sep 2019 16:30
Last modified: 11 Feb 2020 01:47

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