Deconstructing the role of consumer engagement within social media

Anaya Kumar () and Anuragini Shirish ()
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Anaya Kumar: IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], Smart BIS - Smart Business Information Systems - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]
Anuragini Shirish: LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], IMT-BS - TIM - Département Technologies, Information & Management - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], Smart BIS - Smart Business Information Systems - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]

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Abstract: Social media marketing incorporated in the omnichannel has the ability to build and grow their relationships with customers and develop a better understanding of their wants and needs. In order for businesses to capitalize on social media within the omnichannel, and enhance the brand experience, they need to drive consumer brand engagement (CBE). This study aims to consolidate variables from extant literature that would have a significant impact on CBE, these are parasocial interaction, perceived credibility and intent to create content, and analyze three outcomes of brand experiences from increased CBE - brand awareness, brand loyalty and purchase intentions. A survey was administered and the data was analyzed using multiple and linear regressions, independent sample t-tests and an ANOVA test. The findings from these tests are that the three motivators significantly affect CBE- some more than others. CBE has positive effects on the three predicted outcomes. This research expands consumer engagement literature, and also provides marketers with practical recommendations.

Keywords: Consumer Brand Engagement; Social Media; Omnichannel Retail; Purchase Intention; Perceived Credibility; Parasocial Interaction; Brand Equity; Content Creation (search for similar items in EconPapers)
Date: 2023-07-05
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Published in José Duarte Santos; Inês Veiga Pereira; Paulo Botelho Pires. Management and marketing for improved retail competitiveness and performance, IGI Global, 2023, 978-1-6684-8574-3. ⟨10.4018/978-1-6684-8574-3⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04162010

DOI: 10.4018/978-1-6684-8574-3

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