Social media engagement: A model of antecedents and relational outcomes

[en] 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.

Disciplines :

Marketing

Author, co-author :

Dessart, Laurence ; KEDGE Business School > Marketing

Language :

English

Title :

Social media engagement: A model of antecedents and relational outcomes

Publication date :

2017

Journal title :

Journal of Marketing Management

ISSN :

0267-257X

eISSN :

1472-1376

Publisher :

Taylor & Francis, United Kingdom

Volume :

Issue :

5-6

Pages :

375-399

Peer reviewed :

Peer Reviewed verified by ORBi

Available on ORBi :

since 17 September 2018

Statistics

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250 (31 by ULiège)

Number of downloads

6513 (20 by ULiège)

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Scopus citations^®

213

Scopus citations^®
without self-citations

210

OpenCitations

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