An integrated model of social media brand engagement

Mar Gomez, Carmen Lopez, Arturo Molina

Research output: Contribution to journalArticle

Abstract

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
Volume96
DOIs
Publication statusPublished - 24 Jan 2019

Keywords

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

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