A human touch and content matter for consumer engagement on social media

Abstract

PurposeThe purpose of this study is to examine what individual motives (e.g., self-expression or rewards) and brand communication aspects (such as content) influence consumers' brand engagement behaviors, and how these behaviors are linked to their intentions in favor of a brand.Design/methodology/approachThe authors conducted an online survey with a quota sample of 629 adults in the United States. Participants were recruited through a Qualtrics online panel.FindingsData indicate that the motivations of entertainment and remuneration are positively associated with consuming and contributing to brand content on social media. In addition, the motive of obtaining information prompts people to consume brand content (e.g., reading a brand's posts or watching videos), while the motivation for self-expression leads to contributing activities (e.g., conversing on a brand's account and uploading videos). After controlling for these motivations, brand communication strategy (such as content and tone) appears to influence consumers' brand-related activities on social media, which subsequently results in consumer intentions in favor of the brand.Originality/valueConsumer engagement in social media has become the primary focus of corporate communication. This work is one of few studies that have explored how consumer motivation and brand communication come together to generate consumer engagement on social media. The overall findings shed light on how corporate communications can generate consumer engagement on social media and how companies reap benefits from it.

The Impact of TikTok User Satisfaction on Continuous Intention to Use the Application

“…Where people transfer their opinions, ideas, and perceptions to others through nonverbal or verbal manners, containing written and spoken words, gestures, and images [64,65]. Self-expression motivates users to express their thoughts through distinct platforms [66]. In addition, self-expression is relatively important as many if not all since users prefer to express their own identity and individuality [67].…”

“…In addition, self-expression is relatively important as many if not all since users prefer to express their own identity and individuality [67]. On the other hand, many studies [66,[68][69][70][71][72][73] declared that self-expression increases brand engagement through feedback on products and services which can generate lifetime value. Individuals use social media platforms to satisfy their needs, which is aided by self-expression [66,74,75].…”

“…On the other hand, many studies [66,[68][69][70][71][72][73] declared that self-expression increases brand engagement through feedback on products and services which can generate lifetime value. Individuals use social media platforms to satisfy their needs, which is aided by self-expression [66,74,75]. Furthermore, people's satisfaction rises when other users interact with their content where they stated their feelings.…”

Instagram Content Management for Interaction During the Covid 19 Pandemic

“…Nevertheless, the response given by followers can be passive which is influenced by a sense of belonging to the community, and active, which is influenced by the dimensions of entertainment, socialization, and community (Triantafillidou, A. and Siomkos 2018). The underlying motivation for these active followers is divided into two: the motive for obtaining information that encourages people to consume brand content and the motivation for self-expression, which encourages activity to contribute (Park, H. and Jiang 2020).…”

“…If viewed separately, entertainment influences the consumption and contribution of brand content on social media. Informationseeking motives encourage consumers to consume brand content, and self-expression motivations lead consumers to engage in contributing activities (Park, H. and Jiang 2020).…”