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Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

Zalfa Laili Hamzah (Department of Marketing, University of Malaya, Kuala Lumpur, Malaysia)
Hazwani Abdul Wahab (Graduate School of Business, University of Malaya, Kuala Lumpur, Malaysia)
Muhammad Waqas (Department of Marketing, University of Malaya, Kuala Lumpur, Malaysia)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 31 May 2021

Issue publication date: 21 June 2021

1671

Abstract

Purpose

The purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship outcomes resulting from the behavioural engagement on social media.

Design/methodology/approach

An online survey of 407 social media users was undertaken. Structural equation modelling was used to test all hypotheses.

Findings

The results indicated that consumers respond positively to interactive and/or novel posts. Furthermore, consumer engagement with brand posts positively influenced all customer-brand relationship facets including brand love and customer-brand identification.

Originality/value

This study contributes to closing the empirical gap in social media consumer engagement research by providing support for consumer perception of brand post’s characteristics as a significant factor triggering consumer engagement with the brand post. This study also provides evidence that consumer engagement with brand posts leads to customer-brand relationships.

Keywords

Citation

Hamzah, Z.L., Abdul Wahab, H. and Waqas, M. (2021), "Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts", Journal of Research in Interactive Marketing, Vol. 15 No. 2, pp. 336-358. https://doi.org/10.1108/JRIM-05-2020-0113

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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