Developing a three-dimensional model of antecedents and outcomes of consumer-brand engagement on social networking sites: A mixed-method approach

Document Type : Research Paper

Authors

1 Ph.D. Student, Department of Management Sciences, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.

2 , Associate Prof., Department of Management Sciences, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran

3 Associate Prof., Department of Management Sciences, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran

4 Prof., Department of Management Sciences, Faculty of Economics, Management and Accounting, Yazd University, Yazd, Iran.

5 . Associate Prof., Marketing Department, Nottingham Business School, Nottingham Trent University, United Kingdom.

Abstract

This study identifies the antecedents and outcomes of consumer engagement with brands on SNSs in the restaurant industry in three dimensions of consumer, society, and brand. In this research, using a mixed-method approach, a semi-structured interview with the followers of restaurants’ brand pages on Instagram were conducted. Then, in the quantitative phase, a questionnaire was designed based on the themes extracted from the qualitative phase, and was distributed to the followers of those pages. 241 valid responses were collected and after checking the validity of the questionnaire through EFA and CFA, by using path analysis, the causal relationships between engagement and its antecedents and outcomes were confirmed. Findings show that in the consumer dimension, hedonic and functional motives, respectively, influence engagement, and also the higher the engagement, the greater the consumer knowledge and self-esteem. In addition, consumer knowledge can influence self-esteem as well. In the society dimension, the impacts of status-seeking and social influence are greater than other antecedents in this dimension. With regard to the outcomes, engagement has a positive effect on social interaction and susceptibility to social influence. In addition, this susceptibility can influence social interaction. In the brand dimension, brand satisfaction and brand trust affect engagement, which can lead to brand evangelism and brand co-development. Besides, brand evangelism can influence brand co-development as well.

Keywords

Main Subjects

References

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