Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions

Abstract

Purpose The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms online than others. Consumer factor antecedents are numerous and yet not fully explored. Online consumer engagement has also been defined and measured in various ways. The resultant outcomes related to branding also have implications for future consumer engagement. Summarizing the findings of consumer factor research and suggesting future lines of inquiry connected to branding outcomes will enhance the understanding of consumer engagement and branding strategies to maximize marketing return on investment. Design/methodology/approach The authors review literature examining key constructs and sub-dimensions on how consumer factors impact brand engagement and brand outcomes. Findings Three major research areas specific to consumer factors were identified: consumer status, consumer disposition, personality trait, intrinsic motivation, extrinsic motivation and cultural dimensions. Brand engagement was explored relative to affective, cognitive and behavioral engagement. Lastly, six brand outcomes were explored: brand status, disposition, attitude, affirmation connection and aversion. Practical implications This review contributes to the literature through a deeper understanding of consumer factors that lead to consumer engagement and the resultant branding factors of consumer engagement. The authors offer framework that both identifies future research needs, and insights into how firms may create, grow and enhance consumer–brand engagement. Originality/value Given the dearth of comprehensive brand engagement frameworks in the literature, the authors offer insights into how consumer factors serve as antecedents to brand engagement and identify a research agenda for advancing the field.

New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens

“…Habibi, Laroche, and Richard (2016) found that while supporting the brand community with strategies such as content or incentives is necessary, the role and strength of brand community leaders, like market mavens, is more important for building a brand community. Market mavens have a strong online interaction propensity (Vander Shee, Peltier, & Dahl, 2020) which can lead to higher brand engagement (Dessart, 2017).…”

The Impact of Information Processing Styles and Persuasive Appeals on Consumers’ Engagement Intention Toward Social Media Video Ads

“…Consumer engagement is a crucial factor in evaluating brands' advertising success on social media platforms (Peltier et al, 2020;Van Doorn et al, 2010). It has been variously defined over the years as a multi-dimensional concept involving cognitive, emotional, and behavioral aspects (Brodie et al, 2013;Gluck, 2013).…”

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

“…There is slight doubt that social media have gained growing acceptance among consumers that brands occupy these media as digital platforms (e.g. Qin, 2020;Vander Schee, et al, 2020). Online brand communities, as a social media type, strengthen consumer-brand bonds and improve the brand performance (Liao, and Wang, 2020).…”