Intégrité, bénéfices et identification: trois leviers pour booster l'engagement envers la marque sur les réseaux sociaux

Agnès Helme-Guizon () and Fanny Magnoni
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Agnès Helme-Guizon: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Abstract: Integrity, benefits and self-brand connections: three critical consumer brand engagement drivers on social networks This paper focuses on the antecedents of consumer brand engagement on social networks and on its effects on loyalty intention. It highlights that engagement is not only directed towards the brand (and encompasses 3 dimensions: cognitive, affective and behavioral) but also towards social networks members' interconnections (social brand engagement). 245 fans were surveyed about their favorite brand on Facebook. The results show that perceived benefits and self-brand connections impact social engagement and that, in turn, social engagement influences brand engagement. Furthermore, the results highlight that consumer brand engagement mediates the effects of brand integrity, perceived benefits and self-brand connections on loyalty intentions.

Keywords: consumer brand engagement; social engagement; social networks; Facebook; self-brand connec- tions.; engagement du consommateur envers la marque; engagement social; réseaux sociaux; connexions du soi à la marque. (search for similar items in EconPapers)
Date: 2017-01-23
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Published in Décisions Marketing, 2017, 84, pp.95-113. ⟨10.7193/DM.084.95.113⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308625

DOI: 10.7193/DM.084.95.113

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