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This study analyzes the relationship between the characteristics of social media content, customer engagement (CE) and brand equity and investigates whether these relationships differ between national cultures.

We collect data from a variety of sources, including Interbrand, Facebook and financial statements, to validate the research model using partial least squares structural equation modeling.

The results revealed that owned media content had a stronger positive effect on CE than did earned media content. In addition, information richness was found to have a positive effect on CE, but links to additional information had a negative effect. In addition, CE positively affected brand equity. The national comparison analysis revealed a difference in the coefficients between the United States and Korea for most paths.

This study contributes to the relevant literature by finding evidence that OM has a stronger effect on CE than does EM. In addition, this study expands the related literature by clarifying the effects of information richness in a CE context and exploring differences determined by cultural dimensions. Most importantly, this study expands CE and international marketing literature by finding that the relationship between CE determinants and outcomes in a social media environment differs between national cultures.

This study explores the relationship between CE and social media content, which has not been sufficiently investigated in previous studies, by collecting actual social media data. In addition, unlike previous survey-based studies, we find evidence that CE contributes to brand equity at a corporate level. Finally, our exploratory analysis indicates that the relationship between the characteristics of social media content, CE and brand equity differs between national cultures.

Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the distinct effects of informational, entertaining, remunerative and relational content on the passive and active engagement behavior of social media users.

Facebook Insights and NCapture are used to extract data from the Facebook pages of 12 wine brands over a 12-month period. A multivariate linear regression analysis investigates the effects of content on consuming, contributing and creating engagement behavior.

Results reveal distinct effects of rational and emotional appeals on social media engagement behavior. Rational appeals in social media have a superior effect in terms of facilitating active and passive engagement among social media users, whereas emotional appeals facilitate passive rather than highly active engagement behavior, despite the social and interactive nature of the digital media landscape.

Results contribute directly to understanding engagement and customer experience with social media. Further theoretical and empirical examination in this area will aid in understanding the dynamic nature of the levels of engagement within social media.

Findings provide managers and practitioners with guidelines and opportunities for strategic development of social media content to enhance engagement among consumers in a social media forum.

This study is one of the first to empirically examine the construct of social media engagement behavior. It extends the utility of dual processing theory to demonstrate how rational and emotional message appeals result in online engagement.

Customers' participation in the online health community to create value with the brand is growing research interest. In addition, customers are using social media platforms to create value in the food sector. This rises points to the need to study consumers' interactions with online communities and the role of social media content and customer satisfaction in such an environment.

This research collects data using a survey approach. The data were analysed using a partial least square-structural equation modelling (PLS-SEM).

The findings indicated the impact of social media content and satisfaction on value co-creation in healthy food online communities. The study’s results provide significant new insights into the food sector during the pandemic.

This research enhances the knowledge of satisfaction and value co-creation in the social media context. The findings build on the previous literature on value co-creation, add to the food sector and explain the mediating role of satisfaction between social media content and value co-creation.

Using the theory of planned behavior, the purpose of this paper is to examine the relationships between different types of media and the intention to buy sustainable apparel and test whether attitudes, social norms, and self-efficacy beliefs may explain these relationships.

A cross-sectional survey study was conducted among 681 young adults (18-26 years old).

Exposure to social media content of sustainable organizations, eco-activists, and sustainable apparel brands, and social media content of fashion bloggers and fast fashion brands predicted respondents’ attitudes, descriptive and subjective norms, and self-efficacy beliefs regarding buying sustainable apparel. In turn, attitudes, descriptive norms, and self-efficacy beliefs predicted the intention to buy sustainable apparel. Fashion magazines predicted the intention through self-efficacy. Specialized magazines did not predict the intention to buy sustainable apparel.

Results should be generalized with caution as the current study relied on a convenience sample of young adults. The cross-sectional study design limits the ability to draw conclusions regarding causality. Actual behavior was not addressed and needs to be included in further research.

The present study hints at the importance of social media to affect young consumers’ intentions to buy sustainable apparel. Sustainable apparel brands should consider attracting more young social media users to their social media pages.

This study is one of the first to examine the potential of different media to promote sustainable apparel buying intention.

This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.

Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context.

The study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors.

The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily.

This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.

The cruise industry has used technology to attract more millennials than ever before. The progression of social media has transformed the way young individuals gather information for their travel decision-making. Hence, this study aims to investigate the effects of the characteristics of social media – Instagram – on millennials’ trust in and attitudes toward social media content and their behavioral intentions.

A self-administered survey was designed to test the study model, and 323 responses collected were deemed valid for main data analysis.

The results revealed that perceived enjoyment of content is a powerful antecedent of trust, attitudes and behavioral intentions. Content quality is a strong predictor of trust but has no meaningful effect on attitudes and behavioral intentions.

Theoretically, this study contributes to the research in the tourism literature on social media and cruise marketing based on integrating into the technology acceptance model, the characteristics of social media content and trust based on commitment-trust theory. This study can help cruise operators use Instagram to influence millennials and suggests significant implications based on social media interactions with millennials.

The purpose of this paper is twofold: to explore what kinds of social media content public libraries create to communicate with users online, and to examine the relationships between social media content types and corresponding levels of user engagement.

The sample comprises 4,637 Facebook posts collected from 151 public libraries across the USA. The authors identified ten types of Facebook posts based on the open coding, and calculated the degrees of user engagement for each type of Facebook post, represented by the numbers of likes, shares and comments. Also, The authors examined the effects of the inclusions of images or video clips on user engagement.

The authors observed that the most frequent type of post was related to announcing upcoming events held in libraries. This study also found that posts about community news or emotionally inspiring messages elicited much engagement from users. Posts having an image or images tend to receive more user engagement.

Based on the findings of this study, the authors discussed practical strategies for public libraries to effectively use social media to better facilitate user engagement.

This study is one of a few attempts that examine the relationships between the types of social media content and the degrees of user engagement in public library environments. Also, the authors have proposed a coding scheme useful to analyze social media content in the context of public libraries.

Despite brands’ growing use of social media, most research has overlooked the impact of brand perceptions, particularly that of a family brand identity and perceptions of authenticity. Often the purpose of a social media post is to positively change or enhance these perceptions and, consequently, increase a consumer’s purchase intentions. However, how a post influences purchase intentions, that is, the post-to-purchase journey, is not well understood. This study aims to investigate how characteristics of social media post influence purchase intentions through the mediated effects of social media engagement and perceptions of brand authenticity and how a family brand identity enhances this post-to-purchase journey.

Drawing on signalling theory, a sequential mediation model is devised, reflecting the post-to-purchase journey. Starting with identifying desirable characteristics of social media content, the sequential roles of social media engagement and brand authenticity and ending with purchase intentions – with the impact of family brand identity overlayed at each step. This model is analysed using partial least squares structural equation modelling and data from 227 UK consumers.

Four desirable characteristics of social media posts are affirmed – creativity, information, persuasion and inspiration. Each was theoretically justified as costly signals and captured different aspects of effective content, indicating their relative importance. The proposed post-to-purchase journey is supported, with family brand perceptions enhancing each step.

Addressing a need to look beyond current conceptualisations and theoretical underpinnings, this paper puts forward a post-to-purchase journey, incorporating brand-related perceptions, resulting in a deeper understanding of how social media builds purchase intentions.

This paper aims to first examine tourists’ perceptions of the source credibility and information quality of social media content to see whether they would have an impact on their perceptions of the importance of shared content on social media. The moderating role of gender in this relationship was then examined.

The research sample was composed of domestic and foreign tourists in Alanya, an important tourist destination in Turkey. The data in the current study were collected by the questionnaire method. The structural relationships in the research were examined using the partial least squares structural equation modeling, and the moderating effect of gender was examined via the partial least squares multiple group analysis.

According to the research findings, tourists’ perceptions of source credibility regarding social media content had a positive impact on the importance attached to non-participant shared content, whereas their perceptions of information quality had a positive impact on the importance attached to participant shared content. Furthermore, it was also observed that gender had a moderating effect on the relationship between information quality and source credibility perceptions and the importance of shared content on social media.

Two important predictive variables have been examined in the current research in term of customer-generated contents. It has been demonstrated that the effects of these predictive variables on different customer-generated types could be different. Furthermore, it has been determined that the effects of these influences differ according to the gender of the individuals following the content. Thus, the current study provides significant findings to understand the impacts of these variables on the basis of gender.

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.

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.

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.

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.

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.