Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context

Dongmei Cao, Maureen Meadows, Donna Wong and Senmao Xia

Journal of Business Research, 2021, vol. 122, issue C, 835-846

Abstract: Social media has become a norm for retailers seeking to engage actively with consumers. There is growing evidence that some consumers choose not to engage with social media marketing content and that the depth of consumer engagement varies across different social media. However, there is a lack of empirical research on contextual factors that may contribute to such differences. Moreover, the variation of social media engagement behaviours, namely, consumption, contribution, and creation is underexplored. Hence, we seek to understand the various levels of engagement behaviours that are influenced by key social media contextual factors, namely media richness and content trustworthiness. We analyse 721 survey responses using PLS-SEM. Results reveal significant effects of media context on engagement behaviours. This research contributes to the growing body of literature on social media engagement, in particular, understanding the impact of social media contextual factors on various engagement behaviours.

Keywords: Social media engagement behaviour; Media richness; Content trustworthiness Consumption; Contribution; Creation (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (37)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:122:y:2021:i:c:p:835-846

DOI: 10.1016/j.jbusres.2020.06.025

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