I (heart) social ventures: Identification and social media engagement

Adrienne Hall-Phillips, Joohyung Park, Te-Lin Chung, Nwamaka A. Anaza and Sandra R. Rathod

Journal of Business Research, 2016, vol. 69, issue 2, 484-491

Abstract: The emergence of social media creates new opportunities for social ventures to foster consumer-social venture (C-SV) identification. Despite the great potential of social media to facilitate social interaction, research is limited regarding social media's effectiveness in developing consumer identification. The study posits that C-SV identification is driven by consumer engagement through social media sites and attractiveness of a social venture's identity. Data was collected from 304 social venture consumers who are connected to ventures via social media sites. Findings suggest a positive influence of engagement and attractiveness on C-SV identification. Two aspects of consumer social media experience, escapism and educational value, were found to enhance consumer engagement, while identity similarity and identity distinctiveness contributed to the attractiveness of a social venture's identity. The research provides social ventures with practical knowledge about the strategic use of social media sites as a vehicle for enhancing emotional and behavioral bonds with consumers.

Keywords: Consumer identification; Engagement; Social identity; Social venture; Social media (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (19)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:2:p:484-491

DOI: 10.1016/j.jbusres.2015.05.005

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