Turning social endorsement into brand passion

Tien Wang, Trung Dam-Huy Thai, Pham Thi Minh Ly and Tran Phuong Chi

Journal of Business Research, 2021, vol. 126, issue C, 429-439

Abstract: Internet technology has popularized the “like” as a type of social endorsements on social media. Despite the high impact of brand passion on customer behavior and brand performance, questions remain regarding how social endorsement triggers customer desires toward a brand. This study establishes “like-clicking” behavior on social media as a form of friend-bonding social endorsement and crowd-bridging social endorsement, based on theories of social capital and self-congruence, and examines the extent to which endorsement turns into emotional attachment (i.e., brand passion). Two approaches were employed: Partial Least Square (PLS) and Fuzzy Set Qualitative Comparative Analysis (FsQCA). The PLS and fsQCA results revealed causal and structural associations of friend-bonding and crowd-bridging social endorsements with self-verification and self-enhancement, and thereby with the outcome of obsessive and harmonious brand passion. These findings enrich our understanding of social endorsement. Encouraging customers to endorse the brand through passionate behavior is a sound marketing strategy.

Keywords: Social endorsement; Friend-bonding endorsement; Crowd-bridging endorsement; Self-enhancement; Self-verification; Brand passion; fsQCA (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:126:y:2021:i:c:p:429-439

DOI: 10.1016/j.jbusres.2021.01.011

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