A human touch and content matter for consumer engagement on social media
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 4 December 2020
Issue publication date: 23 June 2021
Abstract
Purpose
The purpose of this study is to examine what individual motives (e.g., self-expression or rewards) and brand communication aspects (such as content) influence consumers' brand engagement behaviors, and how these behaviors are linked to their intentions in favor of a brand.
Design/methodology/approach
The authors conducted an online survey with a quota sample of 629 adults in the United States. Participants were recruited through a Qualtrics online panel.
Findings
Data indicate that the motivations of entertainment and remuneration are positively associated with consuming and contributing to brand content on social media. In addition, the motive of obtaining information prompts people to consume brand content (e.g., reading a brand's posts or watching videos), while the motivation for self-expression leads to contributing activities (e.g., conversing on a brand's account and uploading videos). After controlling for these motivations, brand communication strategy (such as content and tone) appears to influence consumers' brand-related activities on social media, which subsequently results in consumer intentions in favor of the brand.
Originality/value
Consumer engagement in social media has become the primary focus of corporate communication. This work is one of few studies that have explored how consumer motivation and brand communication come together to generate consumer engagement on social media. The overall findings shed light on how corporate communications can generate consumer engagement on social media and how companies reap benefits from it.
Keywords
Acknowledgements
Funding: This project is supported by the Doris Westmoreland Darden I Professorship from the Manship School of Mass Communication at Louisiana State University.
Citation
Park, H. and Jiang, Y. (2021), "A human touch and content matter for consumer engagement on social media", Corporate Communications: An International Journal, Vol. 26 No. 3, pp. 501-520. https://doi.org/10.1108/CCIJ-01-2020-0033
Publisher
:Emerald Publishing Limited
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