Antecedents of consumers’ engagement with brand-related content on social media

Aditya Shankar Mishra (Marketing Area, Indian Institute of Management Ranchi, Ranchi, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 3 June 2019

Abstract

Purpose

The purpose of this paper is to investigate the effect of brand’s social media marketing efforts and individual’s online social interaction propensity on various levels of consumers’ engagement with brand-related social media content. Additionally, the subsequent effects of consumers’ engagement with brand-related social media content on overall brand equity and purchase intention have also been examined.

Design/methodology/approach

Preliminary studies were conducted to identify brands for the main study. Data for the main study were collected using an online survey administered at the identified brands’ Facebook fan pages. Structural equation modeling was used to test the conceptual model.

Findings

The results found the uniform effect of the social media marketing efforts and individual’s online social interaction propensity on two levels of consumers’ social media engagement, but the effect on third level has been found only from the individual’s online social interaction propensity. Subsequent effects on brand equity and purchase intention were also found varying across the engagement levels.

Research limitations/implications

This study extends previous research by examining the effect of brand’s social media marketing efforts and online social interaction propensity on all the three levels of consumers’ engagement with brand-related content on social media. Also, this study enriches the existing literature by investigating the impact of these three levels of consumers’ engagement on brand’s equity and purchase intention.

Originality/value

Previous research has no evidence of evaluating the effectiveness of social media marketing efforts on the consumers’ engagement with brand-related social media content. Although the effect of general online social interaction propensity on effort and social engagement has been examined in previous research but the effect on consumption, contribution and creation brand-related social media content had not been measured. Additionally, the effect of consumption, contribution and creation on brand equity and purchase intention had not been evaluated.

Keywords

Citation

Mishra, A. (2019), "Antecedents of consumers’ engagement with brand-related content on social media", Marketing Intelligence & Planning, Vol. 37 No. 4, pp. 386-400. https://doi.org/10.1108/MIP-04-2018-0130

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Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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