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Most new media research focuses on behavior as a measure of engagement, while the psychological state of being occupied with its content has received little attention. This study examined news engagement beyond pure action observation by exploring young people’s psychological experiences with the news.

The study carried out a digital native’s survey on 212 people (18–28 years). The focus of the survey was on understanding individuals’ engagement with online news using affective and cognitive components. The authors compared the influence of each type of engagement on youth consumption of and attitudes toward online news.

The results of the hierarchical regression analysis showed that affective engagement can be a stronger predictor of online news consumption than cognitive engagement. While affective engagement significantly predicts positive attitudes toward online news, cognitive engagement had no significant effect.

These findings suggest that “engaging the heart” is more influential than “engaging the mind” in drawing young people to the news in today’s information environment. The study thus contributes to the understanding of the cognitive and emotional focus on news content and their importance in shaping young people’s expectations of online news. The findings from this study could have broader implications for future trends in online news consumption.

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.

Emergency situations call for effective means of providing quality education. Higher education institutions are therefore required to use effective and efficient online approaches for teaching and learning which necessitate students, academic practitioners and institutions to engage and interact with each other successfully. The purpose of this chapter is to discuss the importance of interaction and engagement in the use of blended learning online tools during emergency situations. The theoretical lens that informs the chapter is social constructivism which argues that learning is a social endeavour. The literature findings show that the effective engagement of students contributes to the overall quality of students’ produced experiences as well as pass rates. Furthermore, the importance of student–lecturer engagement and student–content engagement cannot be taken for granted. The right balance of synchronous and asynchronous online learning tools contributes to fruitful interaction and engagement. Online engagement seems to have many benefits as compared to conventional based engagement such as the ability of students to contribute to their teaching and learning. Despite these advantages, challenges associated with online learning such as balancing life commitments, confidence, students’ approach to learning, high investment costs in resources, motivation, competences of lecturers and students, interest of lecturers and students and efficacy of lecturers and students cannot be ignored. The authors therefore recommend that effective and efficient online learning requires the correct blend of online learning tools accompanied by the correct engagement strategies.

This paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content typologies are critical to generating high engagement levels and, consequently, online brand advocacy and to understand the underlying motivation behind consumer online engagement.

A netnographic approach was used to comprehensively analyse older consumers’ online communities on Facebook, namely, “Silversurfers”. A total of 3,991 posts were included in the study and analysed using a content analysis approach over two years, from 2020 to 2022.

Results revealed that photography is the most active media type among older consumers. This study extends the literature on content marketing, identifying 17 new content types that reflect the four motivation states of older consumers to engage with the online community: cognitive/informative oriented, affective/emotional oriented, co-creation/interactive oriented and nostalgic oriented. Moreover, this investigation stressed affective/emotional oriented and nostalgic oriented as the primary motivations for higher engagement levels.

The older population is growing, which makes the ageing market potentially huge. However, more literature needs to address it, especially in online communities. Finally, to the best of the authors’ knowledge, this study develops an original content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

The purpose of this study is to investigate the impact of post content, post media and post scheduling strategies on online engagement on Twitter in context of micro celebrities in Pakistan.

For this research, micro celebrities of Pakistan have been defined as the target population. Secondary data consisting of 464 tweets from walls of six micro celebrities belonging to both genders and diverse set of socio-political fields was collected. Tweedie estimation analysis was run to accept or reject the hypotheses. Mean values with standard deviations were utilized to analyze the different engagement patterns of dichotomous variables (content type, content language, mentions, hashtags, text, images, links, videos, hour of the day and day of the week) on online engagement.

Content type, content language, content length, hashtags, mentions, images, links, videos, hour of the day and day of the week have been found to have a significant relationship with online engagement on Twitter.

First, the study has been conducted in context of micro celebrities on Twitter. It did not include influencers on other social media networks. Second, study considered only quantitative aspects of engagement based on secondary data ignoring qualitative aspects of phenomenon due to time and methodology constraints. Third, study did not include link clicks as a measure of engagement as clicks data is not publicly available on the posts.

The study contributes significantly to find out valuable “micro celebrity” strategies in Pakistan. The study suggests micro celebrities to tweet soft content in Urdu language along with relevant hashtags and mentions to get higher engagement on their tweets. Further, tweets should contain maximum number of characters. Micro celebrities should not insert images, links and videos in their tweets as these media types result in lower engagement on Twitter. Micro celebrities should tweet at low hours and weekends.

As this study focuses on investigation of better engagement practices for micro celebrities, it will help general public to express themselves more effectively through social media.

First, this is the first study that investigates the online engagement model for micro celebrities. Second, the online engagement model designed in this study has yet not been investigated to best of our knowledge. The theoretical model combines multiple engagement factors discussed in previous studies conducted on Facebook, YouTube, Instagram and Twitter.