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The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents

Author

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  • Giang Huong Duong

    (Ho Chi Minh City Open University)

  • Wann-Yih Wu

    (Nanhua University)

  • Long Hoang Le

    (Banking University of Ho Chi Minh City)

Abstract

This research aims to investigate the impact of brand page characteristics (i.e., interactivity, content quality) on customer engagement. Additionally, this research also examines the moderating effects of brand community involvement and comedy production content. This research framework is developed from the S–O–R framework and literature of customer engagement. The sample of 281 valid respondents who followed brand pages on Facebook is obtained. Partial least square and ANOVA are used to analyze the empirical data. The findings reveal that brand page interactivity and content quality have positive influences on customers’ affection and cognitive processing, which positively influence actual behavior. Additionally, the moderating effects of brand community involvement and comedy production content are investigated. Based on the results, both theoretical and practical implications are suggested to improve online brand management.

Suggested Citation

  • Giang Huong Duong & Wann-Yih Wu & Long Hoang Le, 2020. "The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 531-545, September.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:5:d:10.1057_s41262-020-00196-5
    DOI: 10.1057/s41262-020-00196-5
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    3. Shaun M. Powell, 2020. "Journal of Brand Management: year end review 2020," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 623-628, November.
    4. Quang-An Ha & Phuong Nhi Nguyen Pham & Long Hoang Le, 2022. "What facilitate people to do charity? The impact of brand anthropomorphism, brand familiarity and brand trust on charity support intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 835-859, December.

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