The effects of regulatory fit on customer brand engagement: an experimental study of service brand activities in social media

Solem, Birgit Andrine Apenes; Pedersen, Per E.

doi:10.1080/0267257x.2016.1145723

Cited by 75 publications

(63 citation statements)

References 63 publications

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“…Applying social exchange theory in the context of brand engagement, scholars argue the specificity of the construct to involve 'specific subjects' (e.g., consumers, customers) and 'objects' (e.g., brands, products, firms, etc.) (Dwivedi, 2015;Hollebeek et al, 2014;Solem and Pedersen, 2016), depicting the consumerbrand relationship dimension of CBE. Consequently, CBE includes the concept of dedication and commitment on the part of the 'subject' (Hsieh and Chang, 2016), which transcends beyond the involvement concept (Hollebeek et al, 2014), and sheds light on the compelling interactive experiences and commitment to the brand (Hudson et al, 2016;Mollen and Wilson, 2010).…”

Section: Consumer Brand Engagement Via Social Mediamentioning

confidence: 99%

“…Following their finding, it could be argued that social brand engagement enhances consumers' familiarity with brands (e.g., brand knowledge, brand experience, emotional attachment etc.) (Solem and Pedersen, 2016). These in turn generate interactive experiences that include consumer-to-consumer interactions in brandrelated chat rooms or on their social media platforms (Brodie et al, 2013).…”

Section: Model Development and Hypothesesmentioning

confidence: 99%

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Examining online social brand engagement: A social presence theory perspective

Osei-Frimpong

McLean

2018

Technological Forecasting and Social Change

166

135

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The increasing use of social media has changed how firms engage their brands with consumers in recent times. This triggered a need for this research to further our understanding of the influence of social presence on social brand engagement (SBE) and the moderating effects of firm-generated content and consumer commitment. Employing a quantitative survey design, 738 consumers with prior experience in following or engaging with brands on social media were randomly interviewed using an online questionnaire. While social presence positively influence social brand engagement, this relationship is significantly moderated by firmgenerated content and the consumers' level of commitment in engaging with the brand. The findings also indicate that SBE encourages consumers to increase their intention to use the brand as well as engage in electronic word of mouth. Further, this study provides insights into the potential role of SBE and social presence in advancing the broader understanding of brand relationship management, brand engagement and social media research. Our conceptualisation of SBE suggests a need for managers to adopt creative strategies that will arouse consumers' interest and attention to participate in such interactions.

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Section: Consumer Brand Engagement Via Social Mediamentioning

confidence: 99%

Section: Model Development and Hypothesesmentioning

confidence: 99%

Examining online social brand engagement: A social presence theory perspective

Osei-Frimpong

McLean

2018

Technological Forecasting and Social Change

166

135

View full text Add to dashboard Cite

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“…Studies exploring the antecedents and outcomes of engagement on social media from the last few years have opened avenues. Theories of regulatory fit, for instance, can help determine engagement types and levels on Facebook (Solem & Pedersen, 2016), and personality traits of consumers also affect engagement formation (Marbach, Lages, & Nunan, 2016). Other exploratory work also suggests that consumers engage in online community settings to reduce information search and perceived risk (Brodie et al, 2013).…”

Section: Introductionmentioning

confidence: 99%

Social media engagement: a model of antecedents and relational outcomes

Dessart

2017

Journal of Marketing Management

209

238

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This article investigates individual-level antecedents and relational outcomes of social media engagement. Social media engagement approached in this study is a three-dimensional construct composed of affective, cognitive and behavioural dimensions. Surveying more than 48 Facebook pages, spanning nine product categories and 448 consumers, the results show that product involvement, attitude towards the community and online interaction propensity all impact social media engagement. The study also reveals that high social media engagement increases brand relationships significantly, particularly affecting brand trust, commitment and loyalty. Additionally, community engagement appears as a precursor of brand engagement. These findings provide insight into antecedents and outcomes of engagement for academic research and bring value to online brand and community management.

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“…They recommended using larger sets of brands, and different degrees of brand maturity, and linking the online and offline brand experience [16]. The most common limitation is the small sample that doesn't allow researchers to generalize about their results [11,12,24,31,35,48]. Consequently, studies should explore a broader array of sample types and sizes.…”

Section: Discussionmentioning

confidence: 99%

Social Media Engagement: Content Strategy and Metrics Research Opportunities

Perreault¹,

Mosconi²

2018

Proceedings of the 51st Hawaii International Conference on System Sciences

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Social media platforms allow for the integration of online and offline experiences for customers and brand relationships. Firms must understand which moves are the best to engage customers on social platforms. Smartphone's adoption has contributed to the expansion of social media uses and seems to facilitate engagement in online brands' experience. However, previous research reveals no consensus about what customer brand engagement in social media is and how to measure it. The objective here is to identify factors of social media engagement and metrics adopted to define social media brands' content strategy performance. A systematic literature review shows social media engagement as a misunderstood concept related to different levels of customer relationships. Also, findings reveal that the literature has failed to address social media content strategy performance and the metrics adopted. This paper examines and categorizes metrics and opportunities for future research, as well as managerial involvement in social media engagement issues.

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The effects of regulatory fit on customer brand engagement: an experimental study of service brand activities in social media

Cited by 75 publications

References 63 publications

Examining online social brand engagement: A social presence theory perspective

Examining online social brand engagement: A social presence theory perspective

Social media engagement: a model of antecedents and relational outcomes

Social Media Engagement: Content Strategy and Metrics Research Opportunities

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