The effect of consumer-generated media stimuli on emotions and consumer brand engagement

Abstract

Purpose

This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments.

Design/methodology/approach

Two independent studies are conducted to examine these relationships. Study 1, based on a sample of 366 respondents, uses a structural equation modelling approach to test the research hypotheses. Study 2, based on 1,454 online consumer reviews, uses text-mining technique to examine further the relationship between emotions and consumer-brand engagement.

Findings

The findings show that all the consumer-generated media stimuli are positively related to the dimensions of emotions. However, only pleasure and arousal are positively related to the three variables of consumer-brand engagement. The findings also show cognitive processing as the strongest dimension of consumer-brand engagement providing positive sentiments towards brands.

Practical implications

The findings provide marketers with an understanding of how valid, useful and relevant content (i.e. information/content) creates a greater emotional connection and drive consumer-brand engagement. Marketers should be aware that consumer-generated media stimuli influence consumers’ emotions and their reaction.

Originality/value

This study is one of the firsts to adapt and apply the S-O-R framework in explaining online consumer-brand engagement. This study also adds to the brand engagement literature as the first study that combines PLS-SEM approach with text-mining analysis to provide a better understanding of these relationships.

Citation

Loureiro, S.M.C., Bilro, R.G. and Japutra, A. (2020), "The effect of consumer-generated media stimuli on emotions and consumer brand engagement", Journal of Product & Brand Management, Vol. 29 No. 3, pp. 387-408. https://doi.org/10.1108/JPBM-11-2018-2120