Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

Hamzah, Zalfa Laili; Wahab, Hazwani Abdul; Waqas, Muhammad

doi:10.1108/jrim-05-2020-0113

Cited by 57 publications

(66 citation statements)

References 95 publications

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“…As consumers' motivations can be both utilitarian and hedonic, their consumption choices could be both rational driven and affective driven, leading to selective attention to persuasive messages [61]. Therefore, in addition to providing health-related knowledge of healthy food, marketers can also highlight the psychological benefits of healthy food in the consumption experience [62]. Given that food consumption is experiential and highly associated with consumer emotions, salient psychological benefits associated with the consumption experience would increase consumer willingness to purchase healthy food [14].…”

Section: Strategic Impactions For Marketers and Policy Makersmentioning

confidence: 99%

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

et al. 2022

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Dietary choices, as the types and amounts of foods that individuals consume, are a major determinant of human health and environmental sustainability. From a marketing perspective, it becomes imperative to identify and understand the factors that motivate consumers to adopt a sustainable diet and purchase healthy food. This research is an attempt to contribute to the literature by revealing the major driving forces leading to healthy food consumption and identifying its underlying mechanism. Based on a survey of the diets and lifestyles of 307 Chinese consumers in several cities of the Jiangxi and Guangdong provinces, our empirical results indicate that consumer health consciousness is a major predictor of the intention to purchase healthy products. Such a relationship is explained by the psychological benefits associated with the consumption experience and the perceived naturalness of the product. Moreover, a high perceived nutritional value will enhance the mediation influences of the psychological benefit and the perceived naturalness on purchase intention while a low perceived nutritional value tends to negate such an impact.

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Section: Strategic Impactions For Marketers and Policy Makersmentioning

confidence: 99%

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

et al. 2022

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“…In that case, customers change from recipients to value producers (Gensler et al, 2013;Gnizy, 2019). Accordingly, exploring which brand content results in CESM (Devereux et al, 2020) and the long-term effect of brand posts (Hamzah et al, 2021) is vital. As a result, this study examines the effects of different ad characteristics (informative content, entertaining content, interactivity, and vividness) on online customer engagement in social media for Egyptians.…”

Section: Figure1: Conceptual Framework For Relations Between Ad Chara...mentioning

confidence: 99%

Investigating the Impact of Ad Characteristics on Social Media Ad Effectiveness in Egypt: Online Customer Engagement as a Mediator

El-Naga¹

2022

IJSSHR

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Purpose – This paper aims to investigate advertising effectiveness in various social media platforms. The present study uses a proposed framework to explore online advertising in Egypt. From a theoretical point of view, this study examines the relationship among three groups of factors including ad characteristics (perceived ad informativeness/ perceived ad entertainment, vividness, interactivity), online customer engagement and social media ad effectiveness among Egyptian consumers. Design/methodology – The study examines advertising effectiveness in social media in terms of ad attitude and loyalty intentions. An online survey was conducted with 1300 social media users. Findings – The results indicate that there’s a significant positive impact of perceived ad informativeness on ad effectiveness whilst perceived ad entertainment, vividness and interactivity impact on ad effectiveness is insignificant. furthermore, it is observed that perceived ad informativeness and perceived ad entertainment have a positive significant impact on online customer engagement as perceived by Egyptians. Moreover, online customer engagement is found to have a significant positive effect on ad effectiveness. furthermore, online customer engagement is found to mediate the relationship between ad characteristics and social media ad effectiveness.

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“…(Schweidel & Moe, 2014). Consumers’ engagement on SNSs gives a new experience (Brakus et al, 2009; Hamzah et al, 2021), and enhanced communication with the brand always boosts consumer‐BEQ business‐to‐consumers composition (Biedenbach & Marell, 2010). Thus, we posit the following hypothesis:…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Like it or not! Brand communication on social networking sites triggers consumer‐based brand equity

Arya

Paul

Sethi

2021

Int J Consumer Studies

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This study examines how brand communication influences consumer‐based brand equity (BEQ) through social networking sites in the presence of brand attachment (BAT) as a mediator. The outcomes related to consumer‐BEQ, such as consumers’ pay intention and loyalty to a brand and a brand’s vocal ability, are also explored in this study. An empirical investigation for 498 responses was carried using Smart‐PLS, Process‐macro & artificial neural network modeling based hybrid approach. The analysis indicates that brand consumer‐BEQ is high when a brand’s communication on social media platforms is positive. A strong mediating role of BAT is confirmed. The study is unique in terms of explaining the role of brand communication on social networking sites and its impact on consumer‐BEQ in the presence of BAT as a mediator. While focusing on Millennials’ tech‐savvy characteristics and considering SNSs as an advanced tool for brand communication, brands should refine their marketing strategy.

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Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

Cited by 57 publications

References 95 publications

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices

Investigating the Impact of Ad Characteristics on Social Media Ad Effectiveness in Egypt: Online Customer Engagement as a Mediator

Like it or not! Brand communication on social networking sites triggers consumer‐based brand equity

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