Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?

Agnès Helme-Guizon () and Fanny Magnoni
Additional contact information
Agnès Helme-Guizon: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Fanny Magnoni: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

Post-Print from HAL

Abstract: Social media offer brands new opportunities to interact with their customers. This paper focuses on consumer brand engagement (CBE) and its social facet in the context of brand-hosted social media. It highlights that CBE (consumer–brand interactions encompassing cognitive, affective and behavioural dimensions) and brand-based consumer–consumer interactions (social brand engagement (SBE)) lead to brand loyalty intentions. Brand customers were surveyed about their favourite brands on Facebook. Results indicate that self-brand connections and SBE are two drivers of CBE, and that CBE is the key element in inducing brand loyalty. In addition, configural analysis shows that high brand loyalty can be achieved through several combinations of social and CBE with various levels of cognitive, affective and behavioural engagement.

Keywords: Consumer brand engagement; social brand engagement; social mediabrand loyalty; fuzzy set qualitative comparative analysis (fsQCA) (search for similar items in EconPapers)
Date: 2019-04-18
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-03591683v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Published in Journal of Marketing Management, 2019, 35 (7-8), pp.716-741. ⟨10.1080/0267257X.2019.1599990⟩

Downloads: (external link)
https://amu.hal.science/hal-03591683v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03591683

DOI: 10.1080/0267257X.2019.1599990

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().