Revisiting the consumer brand engagement concept

Obilo, Obinna; Chefor, Ellis; Saleh, Alia Abdullah

doi:10.1016/j.jbusres.2019.12.023

Cited by 85 publications

(89 citation statements)

References 46 publications

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“…In fact, Hollebeek, Srivastava, and Chen (2019) revised previous definitions referring to engagement in terms of consumers' volitional investment of cognitive, emotional, behavioral, and social resources into brand interactions. Still, a recent study testing Hollebeek, Glynn, and Brodie's (2014) widely used consumer-brand engagement scale points to discriminant and face validity issues for cognitive and affective components of the scale; their analysis, along with that of an expert panel, concluded that the measure failed to encapsulate concepts such as self-brand connection and brand attachment, leading the researchers to conclude that engagement is solely behavior based (Obilo, Chefor, and Saleh 2020).…”

Section: Consumer Engagement and Computational Advertisingmentioning

confidence: 99%

From Purchasing Exposure to Fostering Engagement: Brand–Consumer Experiences in the Emerging Computational Advertising Landscape

Araujo

Copulsky

Hayes

et al. 2020

Journal of Advertising

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Over the past 40 years, we have witnessed seismic shifts in advertising planning and buying processes. Due in no small part to the emergence of digital media, consumer choices have mushroomed, while advertisers understand much more about target audiences. Advertising activities have been drastically transformed by the possibilities that technology creates for targeting and measurement, automation of activities via programmatic advertising, and an overall computational approach in which algorithmic, data-driven decisions dominate. In this era, what does it mean to "do media planning" and to do it well? The present article argues for planning decisions to move away from simply purchasing exposure to instead focusing on fostering engagement through meaningful and sustained interactions with consumers. It provides an overview of the digital ecosystem that makes computational advertising possible, updates the notion of consumer engagement for this context, and reviews how measurement becomes more central to media planning decisions. Ethical and normative considerations and computational advertising as an adaptive learning system are discussed as crosscutting issues, followed by a proposed research agenda.

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Section: Consumer Engagement and Computational Advertisingmentioning

confidence: 99%

From Purchasing Exposure to Fostering Engagement: Brand–Consumer Experiences in the Emerging Computational Advertising Landscape

Araujo

Copulsky

Hayes

et al. 2020

Journal of Advertising

View full text Add to dashboard Cite

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“…Many different definitions and conceptualizations of consumer brand engagement have been published in the scholarly literature. While certain conceptualizations of engagement focus on its multidimensional nature (Obilo et al 2020 ), others have defined it with reference to specific customer activities or behavioral patterns (Schivinski et al 2016 ; Muntinga et al 2011 ). As such, van Doorn et al ( 2010 ) define engagement as “customers’ behavioral manifestations toward a brand or firm, beyond purchase, resulting from motivational drivers” (p. 254).…”

Section: Literature Reviewmentioning

confidence: 99%

Social media brand engagement in the context of collaborative consumption: the case of AIRBNB

et al. 2020

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This study focuses on social media brand engagement in the context of shared and collaborative consumption businesses, a novel trend in the hospitality industry. By drawing on the concept of brands being defined collectively through an assemblage of heterogonous human and nonhuman actors, and focusing on the brand Airbnb-a peer-to-peer online platform for renting, swapping, and lending accommodations-the current study examines how consumers' perceptions of Airbnb brand equity mediate the relationship between functional and hedonic brand image and social media behavioral engagement in terms of consumption, contribution, and creation of brand-related content (COBRAs). Results discriminate between direct and indirect effects. Findings reveal that hedonic brand image directly influences behavioral engagement on social media, whereas brand equity fully mediates the relationship between functional brand image and COBRAs. Implications for theory and practice related to shared or collaborative consumption platforms in the hospitality industry are discussed and suggestions for future studies are presented. This research paper provides conceptual and theoretical clarity on issues such as how consumers' brand perceptions influence their behavioral engagement on social media.

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“…Up till then, inconsistencies exist between several research when defining consumer engagement and its dimensions. However, several identifying aspects can be drawn, first, engagement reinforce the centricity of customers in relationship management (Verhoef et al, 2010), it explicitly accounts for the dynamics of interactions between customers and the focal object; the brand and its related elements including other fellow customers, its community (virtual or offline), content on social media, the firm and its products (Hollebeek et al, 2014;Obilo et al, 2020).…”

Section: Vol2 No1 Part 1 Jan 2021mentioning

confidence: 99%

The Impact of Online Brand Community Markers on Consumer Brand Engagement: Studying the moderating role of gender

ابراهيم¹

2021

المجلة العلمیة للدراسات والبحوث المالیة والتجاریة

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Revisiting the consumer brand engagement concept

Cited by 85 publications

References 46 publications

From Purchasing Exposure to Fostering Engagement: Brand–Consumer Experiences in the Emerging Computational Advertising Landscape

From Purchasing Exposure to Fostering Engagement: Brand–Consumer Experiences in the Emerging Computational Advertising Landscape

Social media brand engagement in the context of collaborative consumption: the case of AIRBNB

The Impact of Online Brand Community Markers on Consumer Brand Engagement: Studying the moderating role of gender

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