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See detailSocial media engagement: A model of antecedents and relational outcomes
Dessart, Laurence ULiege

in Journal of Marketing Management (2017), 33(5-6), 375-399

This article investigates individual-level antecedents and relational outcomes of social media engagement. Social media engagement approached in this study is a three-dimensional construct composed of ... [more ▼]

This article investigates individual-level antecedents and relational outcomes of social media engagement. Social media engagement approached in this study is a three-dimensional construct composed of affective, cognitive and behavioural dimensions. Surveying more than 48 Facebook pages, spanning nine product categories and 448 consumers, the results show that product involvement, attitude towards the community and online interaction propensity all impact social media engagement. The study also reveals that high social media engagement increases brand relationships significantly, particularly affecting brand trust, commitment and loyalty. Additionally, community engagement appears as a precursor of brand engagement. These findings provide insight into antecedents and outcomes of engagement for academic research and bring value to online brand and community management. [less ▲]

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See detailCapturing consumer engagement: duality, dimensionality and measurement
Dessart, Laurence ULiege; Veloutsou, Cleopatra; Morgan-Thomas, Anna

in Journal of Marketing Management (2016), 32(5-6), 399-426

This study advances the conceptualisation and operationalisation of consumer engagement in the context of online brand communities (OBCs). Past scholarship has only partially addressed the dimensionality ... [more ▼]

This study advances the conceptualisation and operationalisation of consumer engagement in the context of online brand communities (OBCs). Past scholarship has only partially addressed the dimensionality of engagement and the different engagement foci, and these oversights have important theoretical and empirical consequences. This study contributes to the nascent stream of research that aims to theoretically refine and operationalise engagement by espousing the duality of engagement with two engagement foci (brand and community) and seven sub-dimensions of consumer engagement. Using qualitative data from consumers and experts, three survey data sets based on English and French samples, and two pools of mirrored items (one for each engagement focus), the study develops and validates a dual-focus 22-item scale of consumer engagement that can be used to operationalise engagement with various consumer engagement objects. [less ▲]

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