The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents

Giang Huong Duong (), Wann-Yih Wu () and Long Hoang Le ()
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Giang Huong Duong: Ho Chi Minh City Open University
Wann-Yih Wu: Nanhua University
Long Hoang Le: Banking University of Ho Chi Minh City

Journal of Brand Management, 2020, vol. 27, issue 5, No 3, 545 pages

Abstract: Abstract This research aims to investigate the impact of brand page characteristics (i.e., interactivity, content quality) on customer engagement. Additionally, this research also examines the moderating effects of brand community involvement and comedy production content. This research framework is developed from the S–O–R framework and literature of customer engagement. The sample of 281 valid respondents who followed brand pages on Facebook is obtained. Partial least square and ANOVA are used to analyze the empirical data. The findings reveal that brand page interactivity and content quality have positive influences on customers’ affection and cognitive processing, which positively influence actual behavior. Additionally, the moderating effects of brand community involvement and comedy production content are investigated. Based on the results, both theoretical and practical implications are suggested to improve online brand management.

Keywords: Customer brand engagement; Brand page interactivity; Content quality; Community involvement; Comedy production content (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (6)

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DOI: 10.1057/s41262-020-00196-5

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