Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

Abstract

The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer brand engagement is treated in the current study as multidimensional constructs comprising three main aspects: cognitive processing (CP), affection (AF), and activation (AC). It was also proposed a direct influence for these three aspects of CBE on consumer-based brand equity (CBBE). Using online surveys, we gathered data from fans/followers of mobile phone service providers, via Facebook fan pages in Jordan. The data were analysed using structural equation modelling. Based on structural equation modelling analyses (SEM), it was supported that CBE aspects were largely predicted by the role of consumer involvement (INV), consumer participation (COP), and self-expressive brand (SEB). However, we find that cognitive processing and activation impact one dimension of the CBBE dimensions, namely, brand loyalty. Further, we find that brand awareness/associations affect perceived quality but not brand loyalty. To validate the CBE scale, future studies could investigate the impact of the scale using other social media platforms for different brands. The limited amount of empirical research on CBE was the motivation behind this research. In particular, there is no study that has investigated the main predictors of CBE and its consequences over developing context by proposing and testing the association between the antecedents of CBE with the dimensions of CBE, which in turn affect the dimensions of CBBE.

Examining the impact of mobile interactivity on customer engagement in the context of mobile shopping

“…This interest can be related to the importance of customer engagement on the financial (sales revenue) and non-financial marketing performance (loyalty; e.g. Algharabat et al, 2019;Thakur, 2016); and brand equity (e.g. Algharabat et al, 2019).…”

Customer brand engagement impact on brand satisfaction, loyalty, and trust in the online context. Egyptian Banking Sector

“…The customer's role in the interaction with the brand is at the center of the engagement concept (Patterson et al, 2006). Engagement with the brand is vital for the long-lasting brand-customer relationship, particularly for service brands (Chang and Fan, 2017;Potdar et al, 2018;Algharabat et al, 2020).…”

“…Thus, CBE can provide both unique and memorable brand experiences, which will help in developing brand trust, satisfying customers, and promoting brand loyalty (Brodie et al, 2013;Hollebeek et al, 2016;Hollebeek et al, 2018;Iglesias et al, 2019). Currently, the advancement of the internet and the shift toward digital transformation have contributed to the progress of CBE and brand experience (Wirtz et al, 2010;Algharabat et al, 2020). Keeping an effective engagement with the user via frequent online interactions remains a vital issue for developing a unique and creative brand experience (Iglesias et al, 2019).…”

Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers

“…Social media can enable both customers and firms to establish and sustain their own virtual communities (Fernando, 2010;Kim et al, 2004). In such online communities, customers are more likely to engage in discussion and conversation with others about the brands, products, and firms (Algharabat et al, 2019;Algharabat et al, 2017;Algharabat, 2017;Harrigan et al, 2017). Therefore, people perceive such communities as an attractive area in which to exchange, either negatively or positively, their ideas, thoughts, and experiences with brands.…”