Abstract :
[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.
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