Do brand micro-blogs entities’ interactivity enhance customer’s brand resonance? Evidence from China

Haichuan Zhao, Xian Cheng (), Xingyuan Wang and Chunqing Qin
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Haichuan Zhao: Shandong University
Xian Cheng: Chongqing University
Xingyuan Wang: Shandong University
Chunqing Qin: Jinan University

Asian Business & Management, 2021, vol. 20, issue 3, No 4, 390-408

Abstract: Abstract Perceived interactivity is vital for enabling brand micro-blogs to build close relationships with customers and to enhance their customers’ brand perceptions. However, few studies have explored the mechanisms by which interactivity among brand micro-blog entities can affect brand resonance, which is the pinnacle of the brand-building process. Hence, this study investigates how the interactivity of brand micro-blog entities influences brand resonance and purchase intention through brand micro-blog identification. The results show that customer-perceived platform interactivity, marketer interactivity and customer interactivity all have positive effects on brand micro-blog identification, which in turn has a positive effect on brand resonance.

Keywords: Brand micro-blog; Interactivity; Identification; Brand resonance (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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DOI: 10.1057/s41291-019-00095-x

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