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Article
Publication date: 22 January 2021

Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives

Jana Bowden and Abas Mirzaei

Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on…

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Abstract

Purpose

Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent impact of engagement on loyalty is explored across these two channels.

Design/methodology/approach

A survey approach was used with two consumer samples for one focal retail brand, namely, a consumer-initiated OBC (Facebook) and email subscribers of the retail brand’s DCM communications. A multi-group analysis of structural invariance procedure was used to comparatively examine the formation of engagement for consumers within the OBC and DCM channels.

Findings

This study demonstrates the different ways in which engagement forms across different digital communication channels. Self-brand connection (SBC) was found to strongly drive behavioural, cognitive, affective and social engagement. The cognitive, affective and behavioural engagement was found to mediate the self-brand connection and consumer loyalty relationship. Overall, this relationship was most strongly and significantly mediated by affective and cognitive engagement within the OBC channel when compared to the DCM channel.

Research limitations/implications

The findings of this study should be interpreted with several limitations in mind. First, the research was conducted within the confines of one OBC, within one social networking site platform characterised by self-selected membership based on a passion and immersion with the brand. This means that consumers within the OBC were highly connected to one another and the retail brand and highly socialised in-group norms and mores. This type and intensity of connection may not be the case for all forms of OBCs. Second, this study was limited to one retail brand, from one brand category. Future research should examine OBCs across a range of utilitarian and hedonic brands to comprehensively contextualise the dimensions of engagement. Third, the data for this study was cross-sectional. The use of netnographic analysis and qualitative interviews across a range of OBCs would support the triangulation of the findings of this research, especially with regard to the narrative that consumers’ express when discussing how their SBC manifests through the dimensions of engagement. Fourth, this study explored a single antecedent of engagement, namely, self-brand connections. Future research may consider how SBC operates in conjunction with other complementary factors to enhance consumers’ affective, cognitive, social and behavioural engagement such as brand awareness, satisfaction and participation/interactivity. In addition, future research could examine an expanded array of engagement outcomes such as purchase intention, the share of wallet and reputation. Finally, future research should examine the operationalisation and validation of the dimensions of engagement using multiple competing scales to assess the suitability of these engagement scales across multiple brand categories and contexts.

Practical implications

Given the increasing investment in branding within social media and the fragmentation of brand communications across multiple communications platforms, the management of effective brand communications remains a significant challenge. This study found that the relationship between self-brand connections, affective, social, behavioural and cognitive engagement and loyalty was context-specific and moderated by a digital communication channel (OBC vs DCM email marketing), thus providing insights as to the effectiveness of OBCs and DCMs as two tools for enhancing consumer loyalty.

Originality/value

This study makes a novel contribution to the engagement literature by examining the antecedent role of self-brand connections in predicting consumers’ engagement; the moderating role of digital communication platforms (OBC vs DCM) on the formation of cognitive, affective, behavioural and social engagement; and the mediating effect of these dimensions on loyalty.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/EJM-01-2018-0007
ISSN: 0309-0566

Keywords

  • Consumer engagement
  • Self-brand connections
  • Online brand communities
  • Facebook
  • Digital content marketing
  • Retail
  • Loyalty
  • Retail marketing
  • Self-brand connection
  • Email marketing

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Article
Publication date: 4 June 2020

Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions

Brian A. Vander Schee, James Peltier and Andrew J. Dahl

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…

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Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/JRIM-01-2020-0010
ISSN: 2040-7122

Keywords

  • Internet marketing
  • Social media marketing
  • Online branding
  • Branding
  • Consumer loyalty
  • Marketing psychology
  • Consumer-based brand equity

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Article
Publication date: 9 September 2019

Consumer engagement in online brand communities: the moderating role of personal values

Julia Marbach, Cristiana Lages, Daniel Nunan and Yuksel Ekinci

Despite growing recognition of the importance of consumer engagement with new technologies, a gap remains in terms of understanding the antecedents, consequences and…

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Abstract

Purpose

Despite growing recognition of the importance of consumer engagement with new technologies, a gap remains in terms of understanding the antecedents, consequences and moderators of online consumer engagement (OCE). This paper aims to address this gap by exploring the relationship between personality traits, OCE, perceived value and the moderating role of personal values.

Design/methodology/approach

A theoretical framework anchored in the extant OCE literature is tested through a study of 559 users of two distinct firm-hosted online brand communities (FHOBCs).

Findings

Findings suggest that three personality traits – extraversion, openness to experiences and altruism – are positively correlated with OCE. OCE is related to two types of perceived value, namely, social value and aesthetic value. The personal values of conservation and self-enhancement moderate the relationships between the three identified personality traits and OCE.

Research limitations/implications

Future research into OCE should consider the application of this study’s conceptual framework across different cultures to account for the fast-changing nature of online communities.

Practical implications

Understanding how personality traits drive OCE and what value consumers receive from engagement in online communities can help managers to better segment and evaluate consumers. Engagement and levels of activity within these online communities can be improved accordingly.

Originality/value

This study’s contribution to the OCE literature is threefold. First, the study provides new insights regarding personality traits as antecedents of consumer engagement with FHOBCs. Second, the study reveals the first insights into the role of personal values in the relationship between personality traits and OCE. Specifically, conservation and self-enhancement emerged as moderators of the relationship between three personality traits (extraversion, openness to experiences, altruism) and OCE. Third, the study yields support for perceived value types (social value and aesthetic value) that emerge as consequences of consumer engagement in FHOBCs.

Details

European Journal of Marketing, vol. 53 no. 9
Type: Research Article
DOI: https://doi.org/10.1108/EJM-10-2017-0721
ISSN: 0309-0566

Keywords

  • Perceived value
  • Personality traits
  • Personal values
  • Firm-hosted online brand communities
  • Online consumer engagement

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Article
Publication date: 19 December 2019

Brand engagement and experience in online services

Imran Khan, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam and Zillur Rahman

The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in…

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Abstract

Purpose

The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context.

Design/methodology/approach

To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed.

Findings

Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment).

Research limitations/implications

This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context.

Practical implications

Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect.

Originality/value

Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

Details

Journal of Services Marketing, vol. 34 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/JSM-03-2019-0106
ISSN: 0887-6045

Keywords

  • Brand loyalty
  • Brand commitment
  • Brand experience
  • Brand trust
  • Brand engagement
  • Online service

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Article
Publication date: 9 April 2018

Influence of WOM and content type on online engagement in consumption communities: The information flow from discussion forums to Facebook

Tri D. Le

The purpose of this paper is to examine the impact of word-of-mouth (WOM) types, WOM valence, content types and discussion topics of user posts on online engagement in two…

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Abstract

Purpose

The purpose of this paper is to examine the impact of word-of-mouth (WOM) types, WOM valence, content types and discussion topics of user posts on online engagement in two channels of a consumption community. The posts are composed by users on the discussion forum and shared to the Facebook channel of the consumption community by the administrators.

Design/methodology/approach

The data for this study were obtained from a popular car consumption community in Vietnam. A total of 505 user posts on the discussion forum were manually coded and assigned to WOM types, valence and content characteristics. The online engagement metrics were measured by the number of views and replies on the discussion forum, and the number of likes, comments and shares on Facebook.

Findings

The results indicate that the WOM types and valence have a significant impact on online engagement and the popularity of posts on Facebook is associated with the number of views on a discussion forum. The content type and discussion topic partially influence some factors of the online engagement metrics.

Practical implications

The findings are helpful for consumption community administrators to understand and manage their users’ engagement. Moreover, it indirectly supports brands and companies, since the consumption communities also include sub-communities of particular brands and marketers cooperate with consumption communities for their social media marketing strategies.

Originality/value

This research contributes to the literature of online engagement in two aspects. First, this study examines the impact of WOM types and valence. Second, this is the first study investigating the effects of posts by users within an information flow from a discussion forum to Facebook.

Details

Online Information Review, vol. 42 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/OIR-09-2016-0246
ISSN: 1468-4527

Keywords

  • Social media
  • Facebook
  • Word-of-mouth
  • Online engagement
  • Consumption community
  • Discussion forum

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Article
Publication date: 15 August 2016

The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook

Carina Simon, Tim Oliver Brexendorf and Martin Fassnacht

Consumer engagement has been designated as an approach to describing online interactions that more comprehensively reflects the nature of consumers’ interactive…

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Abstract

Purpose

Consumer engagement has been designated as an approach to describing online interactions that more comprehensively reflects the nature of consumers’ interactive relationships in online brand communities. This paper aims to explore consumers’ brand community engagement in the context of Facebook brand pages. This research puts forth the hypothesis that consumers’ brand community engagement on Facebook is dependent upon two overarching themes: external social forces and internal personal forces.

Design/methodology/approach

Based on social impact theory, social identity theory and social exchange theory, a conceptual research model is developed and empirically tested through structural equation modelling using cross-sectional data of 460 Facebook brand fans.

Findings

The empirical results suggest that internal personal forces primarily positively influence brand community engagement, while external social forces can even impact consumers’ brand community engagement negatively.

Research limitations/implications

Future research should test and validate the proposed model for specific categories and brands.

Practical implications

This paper offers help to online brand marketers to trigger meaningful engagement of consumers in a brand community on Facebook.

Originality/value

This paper examines the consumer engagement construct from a behavioural perspective in a defined social media context and highlights the peculiarities of online brand communities on Facebook that distinguish them from traditional brand communities. The research uses a strong theoretical foundation to develop a model that investigates the prevalent variables that influence consumers’ brand community engagement on Facebook.

Details

Journal of Product & Brand Management, vol. 25 no. 5
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-03-2015-0843
ISSN: 1061-0421

Keywords

  • Facebook
  • Consumer-brand identification
  • Social impact
  • Consumer engagement
  • Online brand community
  • Self-image enhancement

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Article
Publication date: 16 March 2015

Consumer engagement in online brand communities: a social media perspective

Laurence Dessart, Cleopatra Veloutsou and Anna Morgan-Thomas

This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the…

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Abstract

Purpose

This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement.

Design/methodology/approach

Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms.

Findings

This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework.

Research limitations/implications

Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement.

Originality/value

This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

Details

Journal of Product & Brand Management, vol. 24 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-06-2014-0635
ISSN: 1061-0421

Keywords

  • Marketing
  • Brand engagement
  • Social media
  • Consumer engagement
  • Online brand community

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Article
Publication date: 17 June 2020

Factors underlying the perceived importance of online student engagement strategies

Doris U. Bolliger and Florence Martin

The purpose of this research study is to validate an instrument that measures the importance instructors and students place on online student engagement strategies.

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Abstract

Purpose

The purpose of this research study is to validate an instrument that measures the importance instructors and students place on online student engagement strategies.

Design/methodology/approach

The online student engagement strategies survey was completed by 160 faculty and 146 students. The data were analysed using descriptive statistics and an exploratory factor analysis. The factor structure was examined using a principal component analysis with an oblique rotation.

Findings

Results show that the Online Engagement Strategies Questionnaire has a valid and reliable structure. Based on the exploratory factor analysis, four engagement constructs emerged including peer engagement, multimodal engagement, instructor engagement, and self-directed engagement. Results and discussion assist in identifying key engagement strategies within this online student engagement framework.

Originality/value

The validated instrument fills a gap in the literature, and it has value to practitioners, researchers, administrators and policy makers because it has practical applications.

Details

Journal of Applied Research in Higher Education, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JARHE-02-2020-0045
ISSN: 2050-7003

Keywords

  • Online education
  • Student engagement
  • Factor analysis
  • Higher education
  • Teaching/learning strategies

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Article
Publication date: 19 September 2019

Engaging customers through credible and useful reviews: the role of online trust

Musarrat Shaheen, Farrah Zeba, Namrata Chatterjee and Raveesh Krishnankutty

Electronic commerce (e-commerce) is growing rapidly and the e-retailers are finding it pertinent to enhance customers’ online shopping experiences and engage them with…

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Abstract

Purpose

Electronic commerce (e-commerce) is growing rapidly and the e-retailers are finding it pertinent to enhance customers’ online shopping experiences and engage them with e-commerce portals. Against this backdrop, the purpose of this study is to develop a conceptual model of customer engagement, where credibility and usefulness of online reviews are found to trigger the adoption of reviews and customer trust that augments customer engagement.

Design/methodology/approach

A survey method design has been used to capture responses from 219 young customers (university students) of a reputed university in India. The hypothesized relationships have been examined through multiple regression analysis.

Findings

The findings of this study corroborate that the credibility and information usefulness of online reviews induce the adoption of reviews and propensity to trust e-commerce websites. The propensity to trust the reviews has been found to lead the adoption of reviews. The adoption of reviews is found to have a significant impact on the customer’ engagement with these portals.

Research limitations/implications

The present study contributes to the theories of online marketing in the space of e-shopping, online reviews, customer trust, customer engagement and online shopping behavior. Further, this study provides a framework for managers to engage customers by triggering customers’ online trust through the facilitation of credible and useful reviews.

Originality/value

The study aims at understanding the role of different attributes associated with the online reviews’ credibility and information usefulness in driving customer engagement with specific focus on online shopping through the utility of online devices. The study is one of the pioneering empirical studies that explore the role of online reviews in driving customer engagement.

Details

Young Consumers, vol. 21 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/YC-01-2019-0943
ISSN: 1747-3616

Keywords

  • Customer engagement
  • Customer trust
  • Online shopping
  • Adoption of online reviews
  • Credibility of online reviews
  • Information usefulness of online reviews

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Article
Publication date: 4 June 2019

Trifecta of Student Engagement: A framework for an online teaching professional development course for faculty in higher education

Heather J. Leslie

The purpose of this paper is to describe an online faculty development pilot course on how to engage students online. A framework was used, referred to as the Trifecta of…

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Abstract

Purpose

The purpose of this paper is to describe an online faculty development pilot course on how to engage students online. A framework was used, referred to as the Trifecta of Student Engagement, for the design of the course. The Trifecta of Student Engagement proposes that students, in order to be fully engaged in a course, need to be engaged with their course content, with their peers and with their instructor. The course has three units of content that each correspond to the Trifecta of Student Engagement. This course has gone through one pilot with faculty and has impacted students and faculty positively.

Design/methodology/approach

An online faculty development course was piloted with eight faculty members across a range of disciplines who participated in the program. After taking the course, they had to apply the Trifecta of Student Engagement framework to a course they taught and share what they did via written report, webinar, or web presentation. This study summarized the faculty participants’ written reports and presentations as well as provided a qualitative evaluation on the impact this course had on students and faculty.

Findings

After faculty applied the Trifecta of Student Engagement framework to courses taught, faculty saw an improvement in student engagement, satisfaction, learning and achievement. Three faculty surveyed students to determine their engagement and satisfaction and found students to respond positively to the use of tools and activities for student-to-content engagement, student-to-student engagement and student-to-instructor engagement. Two faculty examined student grades to determine if there were changes in student outcomes. One professor saw average grades increase by 11 percent. Another professor saw grades improve by 8 percent. She also found that student assessment of learning increased by 0.57. Both faculty attributed the improvement to the effectiveness of the teaching strategies employed.

Research limitations/implications

This research is limited to the eight faculty who participated in the pilot. Some faculty used methods to attempt to measure the impacts of their teaching practices by surveying students and looking at student performance data. A second pilot is needed for additional faculty to take the course and apply the Trifecta of Engagement framework to generate more data for impact.

Practical implications

Institutions looking to create an online teaching professional development course for faculty can utilize the Trifecta of Student Engagement framework for their course design. Additionally, faculty can read about tools and strategies that they can immediately apply to create more student-to-content engagement, student-to-student engagement and student-to-instructor engagement.

Social implications

Faculty can be more intentional in how they engage students in their online course experience.

Originality/value

This paper adds to the literature on faculty development regarding student-centered teaching practices. Other institutions looking to create a faculty development course or program that utilizes a student-centered framework may find aspects of this paper useful for their own online teaching professional development initiatives.

Details

Journal of Research in Innovative Teaching & Learning, vol. 13 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/JRIT-10-2018-0024
ISSN: 2397-7604

Keywords

  • Online learning
  • Professional development
  • Student engagement
  • Faculty development
  • Online teaching
  • Student-centered teaching

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