Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

By Raed Salah Algharabat, Nripendra P. Rana, Ali Abdallah Alalwan, Abdullah Mohammed Baabdullah, Ashish Gupta. 2020

323 citations recorded by the source corpus.

Abstract The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer brand engagement is treated in the current study as multidimensional constructs comprising three main aspects: cognitive processing (CP), affection (AF), and activation (AC). It was also proposed a direct influence for these three aspects of CBE on consumer-based brand equity (CBBE). Using online surveys, we gathered data from fans/followers of mobile phone service providers, via Facebook fan pages in Jordan. The data were analysed using structural equation modelling. Based on structural equation modelling analyses (SEM), it was supported that CBE aspects were largely predicted by the role of consumer involvement (INV), consumer participation (COP), and self-expressive brand (SEB). However, we find that activation impact one dimension of the CBBE dimensions, namely, brand loyalty. Further, we find that brand awareness/associations affect perceived quality but not brand loyalty. To validate the CBE scale, future studies could investigate the impact of the scale using other social media platforms for different brands. The limited amount of empirical research on CBE was the motivation behind this research. In particular, there is no study that has investigated the main predictors of CBE and its consequences over developing context by proposing and testing the association between the antecedents of CBE with the dimensions of CBE, which in turn affect the dimensions of CBBE.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e4cf7c6ad69451b9e8a59f4b8d1b5f53b84e4e21

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In Information Systems and Management

1. Man Lai Cheung
2. Guilherme D. Pires
3. Hiram Ting
4. Philip J. Rosenberger

In Marketing

1. Man Lai Cheung
2. Wilson K. S. Leung
3. Guilherme D. Pires
4. Hiram Ting
5. Philip J. Rosenberger

In Sociology and Political Science

1. Man Lai Cheung
2. Wilson K. S. Leung
3. Guilherme D. Pires
4. Hiram Ting
5. Philip J. Rosenberger

Citations in the corpus

• The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions (2021, unknown): “Although this finding is not consistent with some prior studies (e.g., Algharabat et al., 2020; Luo et al., 2019), it is consistent with other studies (e.g. Hollebeek et al., 2014; Nysveen and Pedersen, 2014), which offers possible explanations.”
• Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong (2020, background): “Such participation has the potential to strengthen the consumer-brand relationship, leading to positive value-exchange outcomes (Algharabat et al., 2020; Kamboj et al., 2018; Seo and Park, 2018).”