Search results

Negative brand engagement represents a pervasive and persistent feature of interactivity in online contexts. Although existing research suggests that consumer negativity is potentially more impactful or detrimental to brands than its positive counterpart, few studies have examined negative brand-related cognitions, feelings and behaviours. Building on the concept of brand engagement, this study aims to operationalise negative online brand engagement.

This paper presents the results of nine studies that contributed to the development and validation of the proposed scale. Building on the concept of engagement, Studies 1–3 enhanced the construct conceptualisation and generated items. Study 4 involved validation with an academic expert panel. The process of measure operationalisation and validation with quantitative data was completed in Studies 5–8. Finally, the scale's nomological validity was assessed in Study 9.

The results confirm the multidimensional nature of negative online brand engagement. The validated instrument encompasses four dimensions (cognition, affection, online constructive behaviour and online destructive behaviour), captured by 17 items.

Progress in understanding and dealing with negative online brand engagement has been hampered by disagreements over conceptualisation and the absence of measures that capture the phenomenon. This work enhances managerial understanding of negativity fostering strategies that protect brand engagement and improve firm performance.

Drawing on conservation of resources theory, this study aims to investigate the impact of online customer engagement on brand love via dual mediating mechanisms, empowerment (bright side) and stress (dark side). The roles of perceived brand quality and extroversion as weakener and facilitator respectively on the dark side effect are also examined.

An online survey is conducted, targeting people who have experience in participating in online engagement activities. The dual mediation and moderation analysis are examined.

The results confirm the proposed dual mediating mechanisms. Perceived brand quality and extroversion also significantly moderate the engagement–stress link.

This study explains the mediating mechanisms between online customer engagement and brand love, with a focus on the fast-moving consumer goods industry. This calls for further research on other industries.

This study provides marketers with insights that online customer engagement strategies are not always good and that they should be more careful in formulating such strategies.

This study advances the understanding of the relationship between customer engagement and brand love in the virtual community especially in the social media context.

As fertile soil for product promotion, online interest communities have gradually come into brands' view. However, existing research does not clarify whether brand engagement in consumer interaction is beneficial to the development of online interest communities. This study attempts to investigate the effects of brand engagement on the online interest community operation.

The authors propose a model that delineated the influence of brand engagement on consumers' citizenship behavior in the online interest community from the commitment-trust perspective. Scenario-based experiments were conducted and 536 data were collected by simple random sampling.

Results shows that a stronger perception of brand engagement has a positive influence on the relationship (trust and commitment) between the community and its users, which further influences online community citizenship behavior (feedback, advocacy and tolerance) of both posters and lurkers, especially for the posters. Although relationships are more complex, brand engagement activates the development of online interest communities to some extent.

This original study contributes to the commitment-trust theory by examining the impact of brand engagement on citizenship behavior via community commitment and trust in the online interest community context. In addition, this study compares the moderating effect of posters vs lurkers on the relationship between brand engagement and citizenship behavior in the online interest community.

The objective of this study is to investigate the differential impact of gain versus loss message framing on the effectiveness of corporate social responsibility (CSR) communications in eliciting online brand engagement within the hospitality industry. Furthermore, this research aims to examine the extent to which evoked happiness and message credibility mediate the relationship between CSR message framing and online brand engagement, as these mediating factors have not been thoroughly examined in the existing academic literature.

This study utilizes a between-subjects experimental design to test an integrative research framework, which is grounded in message framing theory and the elaboration likelihood model (ELM), in order to examine the interrelationships among the various constructs of the study within a coffee shop context on Facebook.

The findings of this study indicate that gain framing is a more powerful predictor of online brand engagement than loss framing. A mediation analysis supports the assertion that the effects of CSR framing communications on online brand engagement are mediated by evoked happiness and message credibility. Specifically, when the CSR message was framed in a positive (gain) manner, it was perceived as more credible and evoked more happiness, leading to increased online brand engagement. Additionally, the study’s results provide empirical evidence for the notion that the happiness elicited by brand messages enhances their credibility, leading to further online brand engagement.

This research makes a novel contribution to the literature by investigating the distinct effects of message framing on online brand advocacy and examining the complex interrelationships that modulate consumer engagement within the context of the hospitality industry.

This study sheds light on the differential impact of social media brand engagement on two distinct types of purchase intentions, i.e. online and physical, in the special context of the post-COVID-19 situation in Pakistan. It has shed light on the factor (trust in online purchases during COVID-19) that has shaped the post-pandemic purchasing attitude. The above-stated association is unlocked based on the mediating role of brand equity.

The people who followed the social media pages of major sellers (apparel, grocery, food items and medical supplies) in Pakistan were included as the target population. A time-lagged web-based survey method was employed to collect primary data which generated 308 responses. Quantitative data were analyzed using SPSS 26.0. After checks for validity and reliability, mediation and moderation analysis were run by Hayes PROCESS model 4 and 14 respectively.

Results show that brand equity mediates the relationship of social media engagement with both online and physical purchase intentions. Further, results confirm that trust in online purchases during COVID-19 19 weakens the relationship of social media engagement with physical purchase intentions but strengthens with online purchase intentions.

This study attempts to unveil the moderation of trust in online purchases during COVID-19 on the relationship of social media engagement with online and physical purchase intentions through the mediation of brand equity.

The purpose of this paper is to examine the extent to which the customer-brand engagement influences the brand satisfaction and the brand loyalty in an online banking context. It further explores the role of the online brand experience as a mediating variable amidst the relationship of customer-brand engagement with brand satisfaction and brand loyalty.

This study has used 348 responses been collected through an online survey which was conducted among various online bank customers in Delhi, the national capital of India. The responses were analyzed by the means of the confirmatory factor analysis and structural equation modeling.

The results of online survey show that customer-brand engagement positively influences online brand experience. The effects of customer-brand engagement on brand satisfaction and brand loyalty are partially mediated by the online brand experience. Mediation of online brand experience produces the stronger effects as compared to those direct effects of the customer-brand engagement on the brand satisfaction and the brand loyalty.

This study suggests bank managers to develop strategies that could be able to increase the levels of the customer-brand engagement in an online setting because of its scheduled effects on the online brand experiences and the consumer behavioral outcomes.

This research is the first-of-its-kind that examines the effect of customer-brand engagement on the customers’ brand experience, brand satisfaction and brand loyalty in the online banking context.

The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms online than others. Consumer factor antecedents are numerous and yet not fully explored. Online consumer engagement has also been defined and measured in various ways. The resultant outcomes related to branding also have implications for future consumer engagement. Summarizing the findings of consumer factor research and suggesting future lines of inquiry connected to branding outcomes will enhance the understanding of consumer engagement and branding strategies to maximize marketing return on investment.

The authors review literature examining key constructs and sub-dimensions on how consumer factors impact brand engagement and brand outcomes.

Three major research areas specific to consumer factors were identified: consumer status, consumer disposition, personality trait, intrinsic motivation, extrinsic motivation and cultural dimensions. Brand engagement was explored relative to affective, cognitive and behavioral engagement. Lastly, six brand outcomes were explored: brand status, disposition, attitude, affirmation connection and aversion.

This review contributes to the literature through a deeper understanding of consumer factors that lead to consumer engagement and the resultant branding factors of consumer engagement. The authors offer framework that both identifies future research needs, and insights into how firms may create, grow and enhance consumer–brand engagement.

Given the dearth of comprehensive brand engagement frameworks in the literature, the authors offer insights into how consumer factors serve as antecedents to brand engagement and identify a research agenda for advancing the field.

Consumers’ engagement with brands online is increasingly important for marketers for both promotion of their brand’s message and sales. The purpose of this paper is to examine if consumers’ brand schematicity, a generalized consumer disposition to process information using brand schema, influenced their proclivity to engage with brands online through consuming and co-creating brand-related content, and the influence of online brand engagement on actual purchase of brands.

Two experiments were conducted to test the hypotheses.

Study 1 shows that brand schematicity increases online brand consumption and online brand co-creation and Study 2 shows that this online brand engagement is not always beneficial to brands in terms of sales. Specifically, because of resource depletion, consumers who co-create brand content online may purchase brands less while those that consume online brand content purchase more brands.

There is a lack of previous research addressing individual differences in consumers’ online brand engagement that this paper investigates. Further, a generalized, dispositional variable such as brand schematicity has not been hitherto investigated in the context of consumers’ online behavior. Finally, this paper shows counter-intuitive effects of online brand engagement on brand purchase.

This study aims to provide a conceptual framework for exploring the relationship between online game product engagement and online brand community engagement and how these two types of customer engagement affect subsequent offline benefit for customers and online and offline benefits for firms. This study also investigates the antecedents of online game product engagement from the virtual experience perspective.

This study collected data from online gamers in Taiwan. Of the 580 responses, 548 were valid. Smart PLS 3 was used to test the measurement model and the hypotheses in the research model.

The conceptual model is supported. First, the findings show that learning, entertainment, flow and social interaction play key roles in explaining online game product engagement. Second, online game product engagement has a positive effect on online brand community engagement. Finally, online game product engagement and online brand community engagement are crucial drivers of customers’ offline benefit and firms’ online and offline benefits.

Four contributions are made by this study. First, this study explores firms’ online benefit (virtual item purchase intention) and offline benefits, including licensed product and co-branded product purchase intention. Second, this study explores the customer’s offline benefit (offline skill development). Third, it focuses on two types of customer engagement, including online game product engagement and online brand community engagement, and explores the relationship between them. Finally, the concept of virtual experience is used to explore the antecedents of online game product engagement.

The purpose of this paper is to investigate the antecedents and outcomes of online consumer brand engagement (OCBE). In addition, a mediator effect of satisfaction and brand love in the relationship between OCBE and positive electronic word-of-mouth (e-WOM) is analyzed.

Data were collected using a panel sampling with 201 participants from the millennial generation provided by the software tool Qualtrics. The online questionnaire is composed of two screening questions, the items of the constructs and a section with the socio-demographic variables.

Involvement and online brand experience (OBE) are important drivers of online brand engagement. Brand love is a significant mediator between online brand engagement and e-WOM.

Studies about antecedents and outcomes of online consumer engagement are rare. This paper contributes to the fledgling online consumer engagement literature by analyzing three antecedents: involvement, OBE, and self-brand image congruency. For the first time, brand love and satisfaction were considered as direct outcomes of online brand engagement. New insights are provided into the mediating role of brand love between online brand engagement and e-WOM.