Article2018

UNDERSTANDING CUSTOMER BRAND ENGAGEMENT WITH VIRTUAL SOCIAL COMMUNITIES: A COMPREHENSIVE MODEL OF DRIVERS, OUTCOMES AND MODERATORS

Maria Amélia Machado Carvalho · Teresa Fernandes

200 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Social media has established a new dynamic in marketing, enabling customers to engage with brands in a variety of ways. This article aims to develop a comprehensive model of drivers, outcomes, and moderators of customer brand engagement (CBE) on virtual brand communities in social media. Based on a survey of 799 customers, findings identify involvement, interactivity, and flow experience as key drivers of CBE, and satisfaction, trust, word-of-mouth referrals, and commitment as associated outcomes, with identification and trust in the brand community acting as moderators. This study provides new insights about the CBE process, offering valuable suggestions to brand managers.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1994The Commitment-Trust Theory of Relationship Marketing 2009Users of the world, unite! The challenges and opportunities of Social Media 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2009Social media: The new hybrid element of the promotion mix 2011Specification, evaluation, and interpretation of structural equation models 2011Customer Engagement

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2021Fifteen years of customer engagement research: a bibliometric and network analysis 2020Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions 2021The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions 2020New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens

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