scholarly journals Consumer engagement with retail firms through social media: an empirical study in Chile

2018 ◽  
Vol 46 (4) ◽  
pp. 364-385 ◽  
Author(s):  
Constanza Bianchi ◽  
Lynda Andrews
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Purchase Intentions ◽  
Reference Points ◽  
Equation Modeling ◽  
Causal Relationships ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Engagement ◽  
Facebook Pages

Purpose Given the widespread popularity of social media such as Facebook, Twitter and Instagram, understanding consumer-brand engagement behavior within social media is fundamental for retail firms. Yet, little is known about how consumers engage with retail brands through social media. The purpose of this paper is to address this gap and extend previous research by examining factors that influence consumers’ attitudes and intentions to engage with retail brands through Facebook, and ultimately purchase products and services. Design/methodology/approach This study draws on the theory of reasoned action and the technology acceptance model to develop a model of consumer-brand social media engagement and purchase intentions. Specifically, the model tests the influence of five antecedents of attitude on consumer intentions to engage with retail brands through the brands’ Facebook pages as well as intentions to make purchases through this social media. The hypotheses of the model are tested using structural equation modeling. Findings The findings provide an understanding of the main drivers of consumer-brand engagement that can lead to purchase intentions. Results show that consumers’ attitudes toward engaging with retail brands through Facebook are influenced by peer communication, compatibility and credibility, and that attitude has a strong influence on intentions toward this behavior. Furthermore, there is a strong relationship between intentions to engage and the likelihood of purchasing through a retail brand’s Facebook page. Research limitations/implications This study is cross-sectional and was conducted at a particular point in time. Thus, results are not purported to make any inferences to causal relationships. Further, the measures of intentions to engage are attitudinal and not objective measures. Future longitudinal studies may help avoid this limitation by testing causal relationships. Practical implications The study contributes to the important area of consumer engagement with retail brands through social media in ways that may lead to making purchases. Findings can provide retailers with reference points through which to engage their brands with consumers through their Facebook pages in ways that may lead to more direct returns on their investment in social media sites. Originality/value Retailers are noticing the power of social media sites as a platform for engaging with consumers and extending this relationship to purchases. However, scant research has addressed this topic. The proposed model and findings of this study can extend prior research.

Examining drivers and outcomes of social media brand engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Civilai Leckie ◽  
Abhishek Dwivedi ◽  
Lester Johnson
Keyword(s):  
Social Media ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Trust ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Congruence

PurposeThis study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value).Design/methodology/approachData were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model.FindingsFindings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value.Research limitations/implicationsThis study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media.Practical implicationsThese findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships.Originality/valueBased on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.

Exploring the nexus of social media influencers and consumer brand engagement

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Man Lai Cheung ◽  
Wilson K.S. Leung ◽  
Morgan X. Yang ◽  
Kian Yeik Koay ◽  
Man Kit Chang
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Information Seeking ◽  
Structural Equation ◽  
Motivational Factors ◽  
Three Dimensions ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
The Impact

PurposeGrounded in uses and gratification theory (UGT) and observational learning theory (OLT), this study aims to understand the impact of motivational factors on consumer-influencer engagement behaviors (CIEBs). Motivating factors, including entertainment, information seeking, reward and social interaction, are regarded as antecedents of consumers' OLT, as manifested by CIEB dimensions, including consumption, contribution and creation, and subsequently drive consumer engagement with the endorsed brands.Design/methodology/approachA self-administered questionnaire was distributed to Malaysian social media users. A total of 263 responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the impact of motivational factors on CIEBs.FindingsThe results show that the three dimensions of CIEBs can be predicted by different gratifications (information seeking, entertainment, reward and interaction). In addition, two of the CIEB dimensions, consumption and contribution, were found to have a significant positive influence on consumers' engagement with endorsed brands.Practical implicationsThis study provides insights into how social media influencers (SMIs) could lead to CIEBs by creating entertaining and rewarding content that facilitates social interaction between consumers. SMIs and marketers that encourage consumers to browse, comment and share SMI-created posts will enhance consumer engagement with the endorsed brands, as engagement is driven by the consumption and contribution to SMI-created content.Originality/valueSMI marketing is increasing, and many brands are beginning to rely more on SMIs to promote brands. Yet, there is a dearth of studies that have examined how SMIs play a role in affecting consumers' engagement with endorsed brands. This study contributes to the marketing literature by developing and empirically testing the research model. Results suggest that social interaction, reward and entertainment are key motivational factors that drive CIEBs, which, in turn, foster consumer engagement with endorsed brands.

Factors influencing Generation Y’s tourism-related social media activity: the case of Polish students

2020 ◽  
Vol 11 (3) ◽  
pp. 543-558
Author(s):  
Joanna Kowalczyk-Anioł ◽  
Marek Nowacki
Keyword(s):  
Social Media ◽  
Social Influence ◽  
Technology Acceptance ◽  
Perceived Risk ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Related Activity ◽  
Content Type

Purpose This study aims to identify the factors which affect Generation Y’s activity in social media (SM) while traveling. It draws on and extends the technology acceptance model (TAM) and social influence theory. It examines the effects of social influence processes (compliance, identification and internalization), perceived enjoyment (PE), perceived risk, perceived ease of use and perceived usefulness on tourism-related SM activity. Design/methodology/approach The study tested the model with a sample of 420 Polish Y’s who had traveled in the preceding 12 months and used SM. The verification of the hypotheses and the analysis of relationships between the variables were performed using partial least squares structural equation modeling. Findings Out of the four variables of the TAM, only PE has significantly and directly affected Ys’ tourism-related activity in SM. From among the three processes of social influence, only internalization has had a significant impact on the enjoyment of SM use and, consequently, on the SM activity of Generation Y. Research limitations/implications This study covered only Polish Y’s. In the future, the formulated hypotheses should be verified in other generational cohorts, in sub-cohorts of Y’s and in other cultural contexts. Furthermore, limitations include lack of randomization of the survey distribution. Practical implications The presented results show a generational portrait of an increasingly important consumer group on the tourism market in relation to factors affecting their tourism-related activity in SM. Originality/value This is one of few studies (the first in the Central and Eastern Europe context) to examine Generation Y’s adoption of SM in tourism-related activity drawing on and extending the TAM and processes of social influence.

Consumer engagement in social media: scale comparison analysis

2020 ◽  
Vol 29 (4) ◽  
pp. 491-503 ◽  
Author(s):  
Mateus Ferreira ◽  
Felipe Zambaldi ◽  
Diego de Sousa Guerra
Keyword(s):  
Social Media ◽  
Classical Test Theory ◽  
Test Theory ◽  
Comparison Analysis ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Engagement ◽  
The Subject ◽  
Construct Dimensions ◽  
Reduced Scale

Purpose Engagement is a construct that varies according to the subject, object and context; this has been used to justify the coexistence of a variety of construct definitions and scales. Instead of proposing a new scale, this paper aims to create a procedure for comparing scales and to use it to evaluate brand engagement measures in social media. Design/methodology/approach This study first defines a procedure for the selection, standardization and comparison of scales; this procedure considers both the classical test theory (CTT) and item response theory (IRT). The authors apply the procedure in a survey of 233 respondents to compare three scales for measuring consumer engagement with brands in social media. Findings The establishment of a procedure for scale comparison is useful in assisting researchers to choose specific measures. Results showed that the three scales have similar characteristics, but Vivek et al.’s (2014) scale is recommended when better discrimination between construct dimensions is required, Hollebeek et al.’s (2014) scale could be used as a one-dimensional scale and Dessart et al.’s (2016) reduced scale has better ability to capture information for the affective and cognitive dimensions. None of the scales were very efficient in discriminating weakly and strongly engaged individuals. Originality/value This study makes a substantive contribution by proposing a procedure for scale comparison that considers CTT and IRT and shows the advantages, limitations and recommendations for using three different scales of consumer engagement.

Consumer engagement with eWOM on social media: the role of social capital

2018 ◽  
Vol 42 (4) ◽  
pp. 482-505 ◽  
Author(s):  
Yaniv Gvili ◽  
Shalom Levy
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Conceptual Framework ◽  
Second Order ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
Order Construct ◽  
Channel Type

Purpose The nature of digital media channels are important factors in explaining consumers’ behavior over the Web, and specifically on social network sites (SNS). The purpose of this paper is to propose a conceptual framework explaining consumer engagement with electronic word of mouth (eWOM) communication via SNS, based on key attributes of this media channel. Design/methodology/approach Based on the expectancy value theory (EVT), a conceptual framework is proposed to model the effect of eWOM channel attributes on eWOM engagement process. Consumer eWOM engagement is conceptualized as a second-order construct. A structural equation modeling procedure was employed to empirically test the model using data collected from two social media communication channels. Findings First, results suggest that engagement with eWOM can be conceptualized as a second-order construct based on user tendency to receive or share eWOM with other network members. Second, the path analysis model supports the employment of EVT and shows that two key attributes of eWOM channels, social capital and credibility, significantly affect consumer attitude toward eWOM via SNS. Attitude toward eWOM, in turn, affects eWOM engagement. Third, SNS channel type moderates the effect on attitude. Practical implications Marketing communication practitioners should note that the strength of social ties plays a key role in spreading eWOM on SNS effectively. This insight should be employed a part of social media marketing strategy. Originality/value This is first research that models the effect of social media attributes on eWOM engagement and demonstrates the moderating role of channel type. The model is highly valuable in light of the importance of the concept of engagement in internet research.

Nonprofits meet millennials: a hybrid approach of uses and gratifications and TAM to identify the drivers of monetary donation intention

2020 ◽  
Vol 21 (4) ◽  
pp. 435-449
Author(s):  
Bela Florenthal ◽  
Manar Awad ◽  
Susan Godar
Keyword(s):  
Social Media ◽  
Nonprofit Organizations ◽  
Technology Acceptance ◽  
Structural Equation ◽  
Uses And Gratifications ◽  
Hybrid Approach ◽  
Equation Modeling ◽  
Content Type ◽  
Donation Behavior ◽  
The Impact

Purpose Nonprofit organizations (NPOs) are increasingly using social media outlets to target millennials for donations of time and money. This study aims to investigate the motivational drivers of millennials’ intention to donate money to charities on social media sites (SMSs). Design/methodology/approach A partial least squares-structural equation modeling (PLS-SEM) method was used to test the proposed model. Findings The results indicate that both information seeking and entertainment, coupled with subjective norm, directly affect millennials’ intention to donate money to NPOs via SMSs. In addition, attitude toward engagement with NPOs on SMSs mediates the impact of credibility (fully, positively), irritation (fully, negatively) and entertainment (partially, positively) on behavior intention. Implications for practitioners are discussed. Originality/value An integration of two leading theories, Uses and An integration of two leading theories, Uses and Gratifications (U&G) and the Technology Acceptance Model (TAM)—is used to examine the antecedents of donation behavior of this cohort as related to their engagement with NPOs on SMSs. Such an approach has not been used in the past to examine Millennials’ engagement with NPOs on SMSs.

The perceptions of SME retailers towards the usage of social media marketing amid COVID-19 crisis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Talha Salam ◽  
Hamza Imtiaz ◽  
Muhammad Burhan
Keyword(s):  
Social Media ◽  
Qualitative Study ◽  
Technology Acceptance ◽  
Quantitative Study ◽  
Structural Equation ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type

Purpose During the COVID-19 crisis, diversified attitudes and behaviors of structural equation modeling (SME) retailers were observed in using social media marketing that could have helped mitigate the adverse effects of this crisis on businesses. This paper aims to present a thorough investigation of these perceptions and limited acceptance of social media marketing among SME retailers in a developing country during a crisis. Design/methodology/approach The investigation was designed using a mixed-method design. A qualitative investigation, as the first part, explored SME retailers’ perceptions of the use of social media marketing when they were faced with mandatory lockdown that stifled their business activity. The insights from qualitative study and literature helped devise the second part of the study, a quantitative study using the technology acceptance model (TAM). Analysis of responses from a sample of SME retailers (n = 149) was done using SEM in this study. Findings In the qualitative study, SME retailers were found to have a varying outlook toward social media marketing. Some ventured into social media marketing while others were impeded by their limited understanding. The second (quantitative) study showed the general applicability of TAM such that perceived ease of use through perceived usefulness influenced SME retailers’ attitudes toward the usage of social media marketing during the COVID-19 crisis. An important finding in both studies was that business owners’ education level influenced their perceptions of social media marketing. Research limitations/implications The investigation, albeit a comprehensive one, was conducted in a particular market and for SME retailers. This opens avenues for conducting similar studies in other segments of entrepreneurs to generate insights based on comparative analysis across segments and scenarios. Originality/value Limited or no marketing in the physical marketplace amid lockdown meant almost an existential crisis for entrepreneurs, especially SME retailers, in developing countries during the COVID-19 crisis. While technology acceptance by SME retailers has been discussed in the literature, there are limited discourses on technology acceptance among entrepreneurs and SME retailers during a crisis. These findings from the COVID-19 crisis explicate the possibilities and limitations of technology usage as a means to mitigate challenges faced by entrepreneurs during a crisis.

Do value cocreation and engagement drive brand evangelism?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Harrigan ◽  
Sanjit K. Roy ◽  
Tom Chen
Keyword(s):  
Social Media ◽  
Customer Value ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Advocacy ◽  
Value Cocreation ◽  
Service Logic

PurposeDrawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the interplay between value cocreation and customer brand engagement on social media in driving these outcomes. The authors also consider the role of brand love in eliciting evangelical brand-related behaviors.Design/methodology/approachRespondents recruited through Amazon MTurk were surveyed on social media use in tourism-related decisions. The total useable sample size was 397. Partial least squares structural equation modeling (PLS-SEM) was used to test the research model.FindingsValue cocreation and customer brand engagement are drivers of evangelical brand-related behaviors, emphasizing the importance of these two in marketing and how they drive behavioral outcomes.Research limitations/implicationsService logic highlights the significance of value cocreation which, through customer brand engagement and love, leads to brand defense and advocacy. This explains the mediation in our model, where marketers must undertake efforts to support customer brand engagement and brand love.Practical implicationsValue is created by the user for the user through their experiences over time. Brands are owned by customers, and their defense and advocacy of them must be earned. Marketers facilitate customer value creation by providing the resources to cocreate value and love the brand.Originality/valueMost studies investigate value cocreation from an in-role and/or extra-role perspective as to how it benefits firms. Through service logic, the authors illustrate how it leads to evangelical brand-related behaviors.

Customer engagement on social media: how to enhance continuation of use

2017 ◽  
Vol 41 (7) ◽  
pp. 1006-1028 ◽  
Author(s):  
Rania Hussein ◽  
Salah Hassan
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Media Use ◽  
Empirical Work ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Social Media Use ◽  
Content Type ◽  
Level Of Use ◽  
Levels Of Use

Purpose The purpose of this paper is to examine antecedents of customer engagement on social media and how these platforms can enhance customers’ continuation intention. Customer engagement is manifested by the continued use of social media and is expected to occur when customers have a positive attitude toward social media. Thus, the main objective of this research is to explore the factors that affect customers’ attitude toward social media, which in turn is expected to result in customer engagement. Attitude toward social media is proposed to have an impact on levels of use and satisfaction is proposed to have a direct impact on customer engagement. An extended technology acceptance model (TAM) is used as the basic model guiding this research. Design/methodology/approach The theoretical model is tested drawing on the results of empirical work in the form of a large scale survey conducted on a random sample of the US general population. Data collection resulted in 388 usable questionnaires. Structural equation modeling is used to analyze data. Findings Results of this research provide support to the research objectives. Two of the three proposed factors extending TAM, namely, perceived connectedness and enjoyment were found to have a significant effect on attitude toward social media use. Attitude toward social media use was found to have a significant effect on level of use and level of use was found to have a significant effect on continuation intention. Additionally, satisfaction was found to have a significant direct effect on continuation intention. Practical implications Findings of this research provide managers with useful insights about what they need to focus on when designing their social media strategies. Originality/value This study provides a different way of theorizing customer engagement by incorporating new variables to TAM that are particularly relevant to the social media context. It also draws a link between attitude toward social media and levels of use, which has been understudied in literature.

scholarly journals The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Junaid Shahid Hasni ◽  
Maya F. Farah ◽  
Ifraaz Adeel
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Tourism Industry ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Social Media Platform ◽  
Media Platform ◽  
Acceptance Model

PurposeThis paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study assesses the factors that lead users to adopt these platforms.Design/methodology/approachA survey was administered to a convenience sample of 399 travelers who use social media in Pakistan. A Confirmatory factor analysis was conducted using AMOS to evaluate convergent and discriminant validity as well as composite reliability. Structural equation modeling was applied to examine the causal relationship among all proposed constructs.FindingsThe findings reveal that the perceived usefulness (PU) and perceived ease of use (PEoU) of a social media platform positively impact the behavioral intention of its users. The proposed constructs of compatibility, enjoyment, user expertise and e-trust all demonstrated their crucial roles in the adoption of a social media platform for tourism-related activities by enhancing the platform's PEoU and usefulness.Originality/valueThis research validates the relationship between PEoU and PU of a social media platform in the hospitality industry. Interestingly, this study has expanded TAM by validating the addition of four more constructs, (1) compatibility, (2) enjoyment, (3) e-trust, and (4) expertise, to add worth to this model regarding the understanding of social media usage in this specific industry. The findings are valuable both for managers and policymakers in the tourism sector in Pakistan, as the latter can utilize the results to entice a larger segment of social media users to the tourism industry.

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