An integrated model of social media brand engagement

Mar Gomez, Carmen Lopez, Arturo Molina

    Research output: Contribution to journalArticlepeer-review


    Despite the increasing use of social media sites to engage consumers, the consumer brand engagement construct is still in its infancy. This study aims to contribute to existing social media research by proposing and empirically testing a model in which social media brand involvement and social media brand communication are the main precursors and brand relationship quality is a relevant outcome of social media brand engagement. The findings show that the influence of social media brand involvement on social media brand engagement is stronger than the influence of social media brand communication. The latter is due to the co-creation of users and firms. Furthermore, interaction and attention are the most relevant components of social media brand engagement, followed by enthusiasm, identification, and absorption. Social media brand engagement is a useful tool for companies to gain competitive advantages. Thus, the findings could help firms better manage their social media tools in the context of social media communication.

    Original languageEnglish
    Pages (from-to)196-206
    Number of pages11
    JournalComputers in Human Behavior
    Publication statusPublished - 24 Jan 2019


    • Airlines
    • Brand communication
    • Brand engagement
    • Brand involvement
    • Brand relationship quality
    • Social media


    Dive into the research topics of 'An integrated model of social media brand engagement'. Together they form a unique fingerprint.

    Cite this