VIDEO ADS' CREATIVITY AND STRUCTURE INFLUENCE ON BRAND CONGRUENCE AND ENGAGEMENT

Face plays a key role in guiding consumers’ consumptions in social settings. The purpose of this research is to understand how the desire to gain face and the fear to lose face affect consumers’ self-brand congruence and brand advocate behaviors toward their favorite restaurant brands. Using structural equation modeling to analyze the survey data, the results indicated (1) that ideal-self attainability encouraged the desire to gain face while discouraging the fear to lose face, (2) that the desire to gain face exerted positive effects on positive word-of-mouth and negative avoidance through actual self-brand congruence, and (3) that the fear to lose face exerted negative effects on positive word-of-mouth through actual self-brand congruence.

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Examining drivers and outcomes of social media brand engagement

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-07-2020-0488 ◽

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.

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