Consumer engagement behavior perspective in social media: Mediating role and impact on brand equity
DOI:
https://doi.org/10.15549/jeecar.v8i2.501Keywords:
marketing communication; consumer engagement behavior; social media; brand equity.Abstract
This study analyzes marketing communication (MC) impact on brand equity (BE) in social media (SM) seeking to identify mediating role of consumer engagement behavior (CEB) between generated functional and hedonic content on brand equity (BE). The CEB is divided into three levels: consuming, contributing, and creating. A survey-based empirical study with 402 respondents was conducted in the Eastern Europe country Lithuania. The implemented five control variables disclosed new mediation tracks and the good fit of the model, with the main findings of the research being that CEB occurring via SM platforms mediates the relationship between marketing communication and BE.
These outcomes suggest that companies seeking to make an impact on BE through CEB in level creation, should develop company-created utilitarian content which may engage consumers, extending the reach of their content and helping to facilitate long-term brand loyalty.
Keywords: marketing communication; consumer engagement behavior; social media; brand equity.
References
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Aaker, D. A. (2008). Strategic market management. John Wiley & Sons.
Aaker, D.A., V. Kumar, and G.S. Day. 2007. Marketing Research. Ninth Edit. Danvers MA: John
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287.
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 2(2), 159-170.
Berthon, P. R., Pitt, L. F., Plangger, K. & Shapiro, D. (2012). Marketing meets Web 2.0, social media and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), 261-271.
Bitter, S., & Grabner-Kräuter, S. (2016). Consequences of customer engagement behavior: when negative Facebook posts have positive effects. Electronic Markets, 26(3), 219-231.
Brodie, R. J., Hollebeek, L. D., Juri?, B., ir Ili?, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, ir implications for research. Journal of Service Research, 14(3), 252-271.
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790.
Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2013). Taking the customer’s point-of-view: Engagement or satisfaction? Marketing Science Institute Working Paper Series 2013. Report no 13-102.
Christodoulides, G., & De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement: A literature review. International journal of research in marketing, 52(1), 43-66.
De Chernatony, L. (2010). Creating powerful brands. Routledge.
De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2015). Big social data and social media analytics: tools for exploring social media engagement behaviour. In 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing. ANZMAC c/o School of Marketing, UNSW Business School, UNSW Australia.
Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872-891.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical Mediation Analysis in the New Millennium. Communication Monographs, 76, 408–420. doi:10.1080/03637750903310360.
Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers' social media behavior. Journal of Consumer Behaviour, 10(6), 356-364.
Hennig-Thurau, T., Walsh, G., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet. International journal of electronic commerce, 8(2), 51-74.
Hollebeek, L. D., Glynn, M. S. & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. doi:10.1016/j.intmar.2013.12.002.
Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361.
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Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of consumer research, 29(4), 595-600.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Kim, W. G., Lee, C., & Hiemstra, S. J. (2004). Effects of an online virtual community on customer loyalty and travel product purchases. Tourism management, 25(3), 343-355.
Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed.). Guilford publications.
Lepkowska-White, E. (2013). Are they listening? Designing online recommendations for today's consumers. Journal of Research in Interactive Marketing, 7(3), 182-200.
Little, P. T. D. (2013). Longitudinal structural equation modeling. Guilford Press.
Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270-280.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.
Muthén, L. K. & Muthén, B. O. (1998-2015). Mplus user’s guide (7th ed.). Los Angeles, CA: Muthén & Muthén.
Noniashvili, M., Batiashvili, M., & Griffin, G. (2014). THE USE OF SOCIAL MEDIA IN THE REPUBLIC OF GEORGIA AND A DISCUSSION ABOUT AMERICAN ACADEMIC FREEDOM WITH ELECTRONIC COMMUNICATIONS. Journal of Eastern European and Central Asian Research, 14.
Ngai, E. W., Tao, S. S. & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), 33-44.
Satorra, A., & Bentler, P. M. (1994). Corrections to test statistics and standard errors in covariance structure analysis. In A. von Eye & C. C. Clogg (Eds.), Latent variables analysis: Applications for developmental research (pp. 399-419). Thousand Oaks, CA: Sage.
Schivinski, B. & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31-53.
Schivinski, B. & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers' engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement with brands. Journal of Advertising Research, 56(1), 64-80.
Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research, 19(1), 7-25.
Shen, B., & Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19(5), 629-651.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pandner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Verhoef, P. C., Langerak, F., & Donkers, B. (2007). Understanding brand and dealer retention in the new car market: The moderating role of brand tier. Journal of retailing, 83(1), 97-113.
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of marketing research, 40(3), 310-320.
Yoo, B., Donthu, N. & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211.
Yoo, K. H., & Gretzel, U. (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior, 27(2), 609-621.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 102.
Aaker, D. A. (2008). Strategic market management. John Wiley & Sons.
Aaker, D.A., V. Kumar, and G.S. Day. 2007. Marketing Research. Ninth Edit. Danvers MA: John
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287.
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing letters, 2(2), 159-170.
Berthon, P. R., Pitt, L. F., Plangger, K. & Shapiro, D. (2012). Marketing meets Web 2.0, social media and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), 261-271.
Bitter, S., & Grabner-Kräuter, S. (2016). Consequences of customer engagement behavior: when negative Facebook posts have positive effects. Electronic Markets, 26(3), 219-231.
Brodie, R. J., Hollebeek, L. D., Juri?, B., ir Ili?, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, ir implications for research. Journal of Service Research, 14(3), 252-271.
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770-790.
Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2013). Taking the customer’s point-of-view: Engagement or satisfaction? Marketing Science Institute Working Paper Series 2013. Report no 13-102.
Christodoulides, G., & De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement: A literature review. International journal of research in marketing, 52(1), 43-66.
De Chernatony, L. (2010). Creating powerful brands. Routledge.
De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2015). Big social data and social media analytics: tools for exploring social media engagement behaviour. In 2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing. ANZMAC c/o School of Marketing, UNSW Business School, UNSW Australia.
Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872-891.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841.
Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical Mediation Analysis in the New Millennium. Communication Monographs, 76, 408–420. doi:10.1080/03637750903310360.
Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers' social media behavior. Journal of Consumer Behaviour, 10(6), 356-364.
Hennig-Thurau, T., Walsh, G., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet. International journal of electronic commerce, 8(2), 51-74.
Hollebeek, L. D., Glynn, M. S. & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. doi:10.1016/j.intmar.2013.12.002.
Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of consumer research, 29(4), 595-600.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Kim, W. G., Lee, C., & Hiemstra, S. J. (2004). Effects of an online virtual community on customer loyalty and travel product purchases. Tourism management, 25(3), 343-355.
Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed.). Guilford publications.
Lepkowska-White, E. (2013). Are they listening? Designing online recommendations for today's consumers. Journal of Research in Interactive Marketing, 7(3), 182-200.
Little, P. T. D. (2013). Longitudinal structural equation modeling. Guilford Press.
Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: Introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270-280.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46.
Muthén, L. K. & Muthén, B. O. (1998-2015). Mplus user’s guide (7th ed.). Los Angeles, CA: Muthén & Muthén.
Noniashvili, M., Batiashvili, M., & Griffin, G. (2014). THE USE OF SOCIAL MEDIA IN THE REPUBLIC OF GEORGIA AND A DISCUSSION ABOUT AMERICAN ACADEMIC FREEDOM WITH ELECTRONIC COMMUNICATIONS. Journal of Eastern European and Central Asian Research, 14.
Ngai, E. W., Tao, S. S. & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), 33-44.
Satorra, A., & Bentler, P. M. (1994). Corrections to test statistics and standard errors in covariance structure analysis. In A. von Eye & C. C. Clogg (Eds.), Latent variables analysis: Applications for developmental research (pp. 399-419). Thousand Oaks, CA: Sage.
Schivinski, B. & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31-53.
Schivinski, B. & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers' engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement with brands. Journal of Advertising Research, 56(1), 64-80.
Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research, 19(1), 7-25.
Shen, B., & Bissell, K. (2013). Social media, social me: A content analysis of beauty companies’ use of Facebook in marketing and branding. Journal of Promotion Management, 19(5), 629-651.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pandner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
Verhoef, P. C., Langerak, F., & Donkers, B. (2007). Understanding brand and dealer retention in the new car market: The moderating role of brand tier. Journal of retailing, 83(1), 97-113.
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of marketing research, 40(3), 310-320.
Yoo, B., Donthu, N. & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211.
Yoo, K. H., & Gretzel, U. (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior, 27(2), 609-621.
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Published
2021-06-13
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Zailskaite-Jakste, L., & Minelgaite, I. (2021). Consumer engagement behavior perspective in social media: Mediating role and impact on brand equity. Journal of Eastern European and Central Asian Research (JEECAR), 8(2), 160–170. https://doi.org/10.15549/jeecar.v8i2.501
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