The effect of consumer-generated media stimuli on emotions and consumer brand engagement

Loureiro, Sandra Maria Correia, Bilro, Ricardo Godinho and Japutra, Arnold (2020) The effect of consumer-generated media stimuli on emotions and consumer brand engagement. Journal of Product and Brand Management, 29 (3), 387-408. (doi:10.1108/JPBM-11-2018-2120).

Abstract

Purpose: This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments. Design/methodology/approach: Two independent studies are conducted to examine these relationships. Study 1, based on a sample of 366 respondents, uses a structural equation modelling approach to test the research hypotheses. Study 2, based on 1,454 online consumer reviews, uses text-mining technique to examine further the relationship between emotions and consumer-brand engagement. Findings: The findings show that all the consumer-generated media stimuli are positively related to the dimensions of emotions. However, only pleasure and arousal are positively related to the three variables of consumer-brand engagement. The findings also show cognitive processing as the strongest dimension of consumer-brand engagement providing positive sentiments towards brands. Practical implications: The findings provide marketers with an understanding of how valid, useful and relevant content (i.e. information/content) creates a greater emotional connection and drive consumer-brand engagement. Marketers should be aware that consumer-generated media stimuli influence consumers’ emotions and their reaction. Originality/value: This study is one of the firsts to adapt and apply the S-O-R framework in explaining online consumer-brand engagement. This study also adds to the brand engagement literature as the first study that combines PLS-SEM approach with text-mining analysis to provide a better understanding of these relationships.

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Contributors

Author: Arnold Japutra

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