The missing link in the promotion of customer engagement: the roles of brand fan page attractiveness and agility

Chuah, Stephanie Hui-Wen; Aw, Eugene Cheng-Xi; Tseng, Ming‐Lang

doi:10.1108/intr-01-2020-0025

Cited by 20 publications

(18 citation statements)

References 118 publications

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“…Passive engagement and active engagement have a significant relationship with brand attractiveness, and the findings are consistent with Chuah, et al (2020) and Fernandes and Castro (2020). Surprisingly, when a young consumer is actively engaged in social media, he/she will be negatively attracted by a particular luxury brand.…”

Section: Discussionsupporting

confidence: 65%

“…Therefore, if the brand is attractive, a customer will first "watch" the posts relating to the brand, then "participate in social media" by commenting on the posts, followed by "passively engaged" such as liking the posts when someone created the posts in social media platform because this can help the customer achieves the self-identity and social identity; thus, the customer will follow the brand, post about the brand and liked the brand. Through obtaining more information of the brand, no matter it is passive or active engagement behavior, these behaviors can improve consumers' recognition on the brand and also the perception toward brand attractiveness (Chuah et al, 2020;Fernandes and Castro, 2020).…”

Section: 23mentioning

confidence: 99%

“…Building on this premise, the aim of this research is, first, to develop a conceptual framework based on TRA (Fishbein and Ajzen, 1975), which explains the factors that influence purchase intention for luxury fashion for young consumers. Second, to explain the connections among identity (Stryker, 1968) and social identity theories (Tajfel, 1974(Tajfel, , 1979, and affect-behavior-cognition (ABC) model of attitude (Hsu and Lin, 2016) and in turn, affect brand attractiveness (Chuah et al, 2020). Finally, to find out the effect of brand attractiveness on luxury purchase intention (Aw and Labrecque, 2020).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Examining purchase intention for luxury fashion: integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories

Lau

Chan

et al. 2022

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Purpose This study aims to study the attitude toward purchasing luxury fashion of young consumers based on an extended model that integrates the constructs of the theory of reasoned action (TRA), identity theory, social identity theory, affect–behavior–cognition (ABC) model of attitude and brand attractiveness. Design/methodology/approach A purposive sampling approach was used to collect data from 237 young luxury fashion consumers in Hong Kong. Results were analyzed using partial least square. Findings The findings revealed that self-identity predicts affect-based attitudes (i.e. passive engagement and active engagement), and social identity predicts cognition-based attitude (i.e. attitude toward celebrity endorsement). Moreover, both affect- and cognition-based attitudes were found to be antecedents that enhanced brand attractiveness, which in turn positively affected purchase intention. Research limitations/implications This study collected data from Generation Z. Although this generation is the world’s most influential consumer group and is highly engaged in social media, the findings may not be representative of the entire population in Hong Kong. Therefore, the findings should be used cautiously in the whole luxury fashion industry. Originality/value This study extends the understanding of luxury fashion purchase intention from TRA to the connection among identity, social identity theories and ABC model of attitude and brand attractiveness. The findings of this study also contribute to practical insights on developing suitable marketing strategies for the Asian luxury fashion market.

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Section: Discussionsupporting

confidence: 65%

Section: 23mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Examining purchase intention for luxury fashion: integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories

Lau

Chan

et al. 2022

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“…The concept of engagement has received growing attention from both industrialists and the research community (Chuah et al , 2020; Kaur et al , 2020; Milliken et al , 2015; Ul Islam et al , 2019). Many scholars have conducted related research in different fields.…”

Section: Introductionmentioning

confidence: 99%

Understanding the effects of personality traits on solver engagement in crowdsourcing communities: a moderated mediation investigation

Shi

Evans

Pan

et al. 2021

ITP

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PurposeCrowdsourcing communities enable companies to post challenges that are completed by solvers (workers); their success depends on engagement, requiring both creativity and effort. This study explores solver engagement in online crowdsourcing communities, advancing the theory of trait engagement by investigating the mediating roles of: (a) task-related self-efficacy in linking conscientiousness, neuroticism and extraversion, with solver engagement, and (b) task complexity in influencing the mediation.Design/methodology/approach215 valid responses were obtained from solvers engaged in the popular Chinese crowdsourcing community, Epwk.com, using an online questionnaire. PLS was then used to analyze the data.FindingsResults show that self-efficacy mediates the relationships for conscientiousness, neuroticism and extraversion, with solver engagement. Moderated mediation analysis revealed that self-efficacy mediates the relationships for: (a) conscientiousness and extraversion, for only solvers with high task complexity; and (b) neuroticism, for only solvers with low task complexity.Originality/valueThe authors’ findings underscore the importance of accounting for solvers' situational contexts when examining the relationships between personality, self-efficacy and solver engagement in online crowdsourcing communities.

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“…2.1 Customer engagement CE has received significant interest in the marketing literature (e.g. Chuah et al, 2021;Lee et al, 2018), as demonstrated by its inclusion in the Marketing Science Institute's Research Priorities since 2010 (e.g. Marketing Science Institute, 2010, 2020).…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Exploring a customer engagement spillover effect on social media: the moderating role of customer conscientiousness

Hollebeek

Kulikovskaja

Hubert

et al. 2023

INTR

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PurposeThough prior research has addressed customer engagement (CE) with a focal object (e.g. a brand), the dynamics characterizing customers' engagement with different objects and the potential spillover from a customer's engagement with one object to that with another remains tenuous, exposing an important literature-based gap. The authors, therefore, develop a model proposing the existence of a spillover effect from customers' brand engagement to their engagement with brand-related content and suggest customers' personality trait of conscientiousness to moderate this effect.Design/methodology/approachAn online survey-based experiment using 380 Danish Facebook users was conducted to test the model.FindingsThe results suggest customers' brand engagement as a significant predictor of their engagement with brand-related content, corroborating the proposed spillover effect. A weaker spillover effect is observed for highly (vs less) conscientious customers, substantiating the moderating role of customer conscientiousness. Moreover, customer conscientiousness is found to interact with brand content-related (i.e. commenting/content creation) task type and brand type (i.e. utilitarian/hedonic) (e.g. more conscientious customers are less likely to engage in brand-related content creation vs. commenting tasks), weakening the spillover effect.Originality/valueThis study extends prior research by quantitatively corroborating an intra-individual CE-based spillover effect from customers' brand engagement to their engagement with brand-related content. The authors also unearth a moderating role of customer conscientiousness, which interacts with brand- and brand content-related task type, on the spillover effect, informing the development of digital marketing strategies.

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The missing link in the promotion of customer engagement: the roles of brand fan page attractiveness and agility

Cited by 20 publications

References 118 publications

Examining purchase intention for luxury fashion: integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories

Examining purchase intention for luxury fashion: integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories

Understanding the effects of personality traits on solver engagement in crowdsourcing communities: a moderated mediation investigation

Exploring a customer engagement spillover effect on social media: the moderating role of customer conscientiousness

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