The Effects of Consumer Engagement Behavior on the Growth of Social Media Brand Community

2017 ◽  
Vol 13 (1) ◽  
pp. 25-43 ◽  
Author(s):  
Xiaoyun He ◽  
Arash Negahban
Keyword(s):  
Social Media ◽  
Growth Rate ◽  
Brand Community ◽  
Consumer Engagement ◽  
Short Term ◽  
Brand Communities ◽  
Engagement Behavior ◽  
Dynamic Relationships ◽  
Predictive Relationship

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.

The Effects of Consumer Engagement Behavior on the Growth of Social Media Brand Community

2017 ◽  
pp. 1283-1304
Author(s):  
Xiaoyun He ◽  
Arash Negahban
Keyword(s):  
Social Media ◽  
Growth Rate ◽  
Brand Community ◽  
Consumer Engagement ◽  
Short Term ◽  
Brand Communities ◽  
Engagement Behavior ◽  
Dynamic Relationships ◽  
Predictive Relationship

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.

The Effects of Consumer Engagement Behavior on the Growth of Social Media Brand Community

2018 ◽  
pp. 557-578
Author(s):  
Xiaoyun He ◽  
Arash Negahban
Keyword(s):  
Social Media ◽  
Growth Rate ◽  
Brand Community ◽  
Consumer Engagement ◽  
Short Term ◽  
Brand Communities ◽  
Engagement Behavior ◽  
Dynamic Relationships ◽  
Predictive Relationship

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.

scholarly journals Linking FOMO and Smartphone Use to Social Media Brand Communities

2020 ◽  
Vol 12 (6) ◽  
pp. 2166 ◽  
Author(s):  
Oseyenbhin Sunday Osemeahon ◽  
Mary Agoyi
Keyword(s):  
Social Media ◽  
Consumer Loyalty ◽  
Brand Community ◽  
Consumer Engagement ◽  
Fear Of Missing Out ◽  
Brand Communities ◽  
Smartphone Use ◽  
The Impact

Social media brand communities provide firms with the necessary apparatus to develop and maintain relationships. This study explores the effect of fear of missing out (FOMO) and smartphone use on consumer engagement in social media brand communities, which the study hypothesizes to affect consumer loyalty. Data from 279 social media brand community (SMBC) participants were analyzed. Findings reveal that both fear of missing out and smartphone use influence consumer engagement, which in turn influences consumer loyalty in social media brand communities. Furthermore, smartphone use was found to mediate the impact of fear of missing out on consumer engagement.

When will consumers be ready? A psychological perspective on consumer engagement in social media brand communities

2019 ◽  
Vol 29 (4) ◽  
pp. 704-724 ◽  
Author(s):  
Linlin Liu ◽  
Renjing Liu ◽  
Matthew Lee ◽  
Jiawen Chen
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Self Efficacy ◽  
Brand Community ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Engagement Theory ◽  
Community Identification ◽  
Personal Engagement

Purpose The purpose of this paper is twofold: first, to explain whether consumer engagement in social media brand communities (SMBCs) motivates consumer brand loyalty; and second, to explore the antecedents of consumer engagement by developing a model based on personal engagement theory. Design/methodology/approach Online survey data from 279 brand community members of Weibo (one of the most popular social media websites in China) were used to test the proposed model. Structural equation modeling with partial least squares was performed to test both the measurement model and the structural model. A hierarchical multiple regression analysis was conducted to examine the interaction effects. Findings The findings show that three factors, namely, recognition, community identification and self-efficacy, had significant positive effects on consumer engagement in SMBCs, which consequently enhanced brand loyalty. Self-efficacy moderated the effects of both community identification and recognition on consumer engagement. The impacts of three factors on consumer engagement are contingent upon the type of SMBCs. Originality/value This study extends and advances the literature on consumer engagement by explaining consumer engagement in SMBCs from a new theoretical lens. This study also enriches personal engagement theory by investigating the effects of the interaction between different conditions of engagement. In addition, this study contributes to brand loyalty literature by providing empirical evidence of the impact of consumer engagement on brand loyalty. Finally, this study contributes to the online brand community study by introducing personal engagement theory into SMBC context, and examining the moderating role of SMBC types.

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

scholarly journals Consumer engagement behavior perspective in social media: Mediating role and impact on brand equity

2021 ◽  
Vol 8 (2) ◽  
pp. 160-170
Author(s):  
Ligita Zailskaite-Jakste ◽  
Inga Minelgaite
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Marketing Communication ◽  
Consumer Engagement ◽  
Mediating Role ◽  
Engagement Behavior ◽  
The Relationship

This study analyzes marketing communication (MC) impact on brand equity (BE) in social media (SM) seeking to identify mediating role of consumer engagement behavior (CEB) between generated functional and hedonic content on brand equity (BE). The CEB is divided into three levels: consuming, contributing, and creating. A survey-based empirical study with 402 respondents was conducted in the Eastern Europe country Lithuania. The implemented five control variables disclosed new mediation tracks and the good fit of the model, with the main findings of the research being that CEB occurring via SM platforms mediates the relationship between marketing communication and BE.  These outcomes suggest that companies seeking to make an impact on BE through CEB in level creation, should develop company-created utilitarian content which may engage consumers, extending the reach of their content and helping to facilitate long-term brand loyalty. Keywords: marketing communication; consumer engagement behavior; social media; brand equity.  

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

ON THE CONSUMPTION/DISTRIBUTION THEOREM UNDER THE LONG-RUN GROWTH CRITERION SUBJECT TO A DRAWDOWN CONSTRAINT

2010 ◽  
Vol 13 (06) ◽  
pp. 931-957 ◽  
Author(s):  
MICHAEL J. KLASS ◽  
KRZYSZTOF NOWICKI
Keyword(s):  
Growth Rate ◽  
Short Term ◽  
Long Run ◽  
Time Period ◽  
Total Capital ◽  
Growth Criterion ◽  
Drawdown Constraint ◽  
Riskless Asset ◽  
Distribution Theorem

Consider any discrete time sequence of investment fortunes Fn which has a finite long-run growth rate [Formula: see text] when subject to the present value capital drawdown constraint Fne-rn ≥ λ* max 0≤k≤nFke-rk, where 0 ≤ λ* < 1, in the presence of a riskless asset affording a return of er dollars per time period per dollar invested. We show that money can be withdrawn for consumption from the invested capital without either reducing the long-run growth rate of such capital or violating the drawdown constraint for our capital sequence, while simultaneously increasing the amount of capital withdrawn for consumption at the identical long-term rate of V(r, λ*). We extend this result to an exponentially increasing number of consumption categories and discuss how additional yearly contributions can temporarily augment the total capital under management. In addition, we assess the short-term practicality of creating such an endowment/consumption/distribution program.

Consumer engagement in online brand communities: a social media perspective

2015 ◽  
Vol 24 (1) ◽  
pp. 28-42 ◽  
Author(s):  
Laurence Dessart ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Social Media ◽  
Holistic Approach ◽  
Structured Interviews ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Social Media Platforms ◽  
Online Brand Community ◽  
Conceptual Relationships

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications – Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement. Originality/value – This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

scholarly journals No One Is Leaving This Time: Social Media Fashion Brand Communities

2021 ◽  
Vol 13 (23) ◽  
pp. 12957
Author(s):  
Albert Chukwunonso Diachi ◽  
Ayşe Tansu ◽  
Oseyenbhin Sunday Osemeahon
Keyword(s):  
Social Media ◽  
Peer Influence ◽  
Positive Impact ◽  
Consumer Engagement ◽  
Self Disclosure ◽  
Brand Communities ◽  
Digital Era ◽  
Fashion Brand ◽  
The Relationship

In an attempt to enrich existing literature on online fashion brand communities in the digital era, this research aimed at exploring the relationship between peer influence and self-disclosure on sustaining consumer engagement in generating loyalty to social media fashion brand communities (SMFBCs). The survey included a sample of 365 members who follow local Nigerian SMFBCs and was analyzed using SmartPLS v3.2.9. Findings from the study show that peer influence and self-disclosure have a positive impact on sustaining consumer engagement in social media fashion brand communities. Furthermore, the findings show that self-disclosure mediated the relationship between peer influence and sustaining consumer engagement. Finally, consumer engagement fosters loyalty to social media brand communities.

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