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research-article

An integrated model of social media brand engagement

Authors:

Arturo MolinaAuthors Info & Claims

Volume 96, Issue C

Pages 196 - 206

https://doi.org/10.1016/j.chb.2019.01.026

Published: 01 July 2019 Publication History

Abstract

Despite the increasing use of social media sites to engage consumers, the consumer brand engagement construct is still in its infancy. This study aims to contribute to existing social media research by proposing and empirically testing a model in which social media brand involvement and social media brand communication are the main precursors and brand relationship quality is a relevant outcome of social media brand engagement. The findings show that the influence of social media brand involvement on social media brand engagement is stronger than the influence of social media brand communication. The latter is due to the co-creation of users and firms. Furthermore, interaction and attention are the most relevant components of social media brand engagement, followed by enthusiasm, identification, and absorption. Social media brand engagement is a useful tool for companies to gain competitive advantages. Thus, the findings could help firms better manage their social media tools in the context of social media communication.

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Highlights

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Social media brand engagement plays a role in the airline industry.

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Social media brand involvement and social media brand communication are determinants of social media brand engagement.

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User-generated social media communication has a stronger influence than firm-created social media communication.

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Social media brand engagement has a positive influence on brand relationship quality.

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cover image Computers in Human Behavior

Computers in Human Behavior Volume 96, Issue C

Jul 2019

290 pages

ISSN:0747-5632

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Elsevier Ltd.

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Elsevier Science Publishers B. V.

Netherlands

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Published: 01 July 2019

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https://dl.acm.org/doi/10.1016/j.ijinfomgt.2021.102382
Carlson JRahman SRahman MWyllie JVoola R(2021)Engaging Gen Y Customers in Online Brand CommunitiesInternational Journal of Information Management: The Journal for Information Professionals10.1016/j.ijinfomgt.2020.10225256:COnline publication date: 1-Feb-2021
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