Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context

By Dongmei Cao, Maureen Meadows, D. Wong, Senmao Xia. Journal of business research, 2021

278 citations recorded by the source corpus.

Social media has become a norm for retailers seeking to engage actively with consumers. There is growing evidence that some consumers choose not to engage with social media marketing content and that the depth of consumer engagement varies across different social media. However, there is a lack of empirical research on contextual factors that may contribute to such differences. Moreover, the variation of social media engagement behaviours, namely, consumption, contribution, and creation is underexplored. Hence, we seek to understand the various levels of engagement behaviours that are influenced by key social media contextual factors, namely media richness and content trustworthiness. We analyse 721 survey responses using PLS-SEM. Results reveal significant effects of media context on engagement behaviours. This research contributes to the growing body of literature on social media engagement, in particular, understanding the impact of social media contextual factors on various engagement behaviours.

Subfields: Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/b68c1a4221db89d519926245a28d46fcf9e2bf7a

Citations in the corpus

• The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions (2021, unknown): “…between CBE and ongoing search behavior, suggesting that consumers with high level of cognitive engagement, emotional engagement and behavioral engagement are more willing to search for brand-related information in an ongoing basis (Cao et al., 2020; Cheung et al., 2020c; Eigenraam et al., 2018).”