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Social media brand engagement: dimensions, drivers and consequences

Hardeep Chahal (Department of Commerce, Faculty of Business Studies, University of Jammu, Jammu, India)
Jochen Wirtz (NUS Business School, National University of Singapore, Singapore)
Anu Verma (SPMR College of Commerce, Cluster University of Jammu, Jammu, India)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 15 January 2020

Issue publication date: 11 March 2020

3133

Abstract

Purpose

This paper aims to advance the current understanding of social media (SM) brand engagement. Specifically, it validates the dimensionality of SM brand engagement, examines its drivers and explores the impact of SM brand engagement on brand equity.

Design/methodology/approach

A survey was conducted with 433 Generation Y (Gen Y) SM users.

Findings

The study results validate SM brand engagement as a multidimensional construct comprising utilitarian, hedonic and social dimensions. Three categories of SM engagement antecedents were identified: social factors (social identity and tie-strength), user-based factors (service, product and price information, hedonic motives and prior experience with SM) and firm-generated information (personalized advertising, mass advertising, promotional offers and price information). Finally, SM brand engagement was positively related to brand equity.

Research limitations/implications

This study focused on Gen Y SM users in India. This study should be replicated in other contexts to establish the generalizability of the findings.

Practical implications

A better understanding of the dimensionality and drivers of SM brand engagement can help managers to enhance their SM strategies to build brand equity.

Originality/value

This is the first study to provide a comprehensive examination of the dimensions, drivers and consequences of SM brand engagement.

Keywords

Citation

Chahal, H., Wirtz, J. and Verma, A. (2020), "Social media brand engagement: dimensions, drivers and consequences", Journal of Consumer Marketing, Vol. 37 No. 2, pp. 191-204. https://doi.org/10.1108/JCM-11-2018-2937

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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