Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media

Françoise Simon (francoise.simon@uha.fr) and Vesselina Tossan
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Françoise Simon: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Vesselina Tossan: LIRSA - Laboratoire interdisciplinaire de recherche en sciences de l'action - Cnam - Conservatoire National des Arts et Métiers [Cnam]

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Abstract: Despite the considerable expansion of brand-hosted social media, it is still not clear whether and how brand-consumer social sharing contributes to virtual media engagement. Drawing on the theory of close relationships, this study provides a conceptualization of the gratifications that are derived from brand-consumer interactions, which is referred to as Brand-Consumer Social Sharing Value. Using a sample of brands' Facebook page users, this study validates a scale for measuring the construct, which comprises four dimensions: brand intimacy, brand individual recognition, brand influence, and brand community belonging. In addition, satisfaction and brand gratitude, seen as media-driven variables, are found to mediate the impact of Brand-Consumer Social Sharing Value on virtual media engagement. Most notably, the findings reveal that the contribution of the gratitude-based route is higher than the satisfaction-based route. Implications for further research on social media are discussed.

Keywords: Brand-hosted social media; Media gratification; Gratitude; Satisfaction; Engagement; Relationship investment (search for similar items in EconPapers)
Date: 2018-04
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Citations: View citations in EconPapers (45)

Published in Journal of Business Research, 2018, 85, pp.175 - 184. ⟨10.1016/j.jbusres.2017.12.050⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01867273

DOI: 10.1016/j.jbusres.2017.12.050

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