Driving consumer–brand engagement and co-creation by brand interactivity
By Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger, M. D. de Oliveira. 2020
134 citations recorded by the source corpus.
This paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.,The theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM).,Entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement.,The research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings.,Marketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future.,Examination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/dd0d2a70c2584b3c9b7c7f425d2a13de2ae6f03c
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In Information Systems and Management
In Marketing
In Sociology and Political Science
Citations in the corpus
- Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong (2020, background): “The wide reach of social media strengthens the interaction between brands and consumers (Cheung et al., 2020; Manthiou et al., 2013), enabling brands to create and facilitate two-way communications with consumers, and allowing consumers to exchange their ideas about the brands with like-minded…”
- The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions (2021, unknown): “…as a psychological state that involves consumers ’ passion for a brand based on the strength of the consumer-brand relationship (Brodie et al., 2013; Hollebeek et al., 2014, 2016), CBE has received extensive scholarly attention in recent years (Cheung et al., 2020b; Hollebeek et al., 2016).”