IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03591683.html
   My bibliography  Save this paper

Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?

Author

Listed:
  • Agnès Helme-Guizon

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019])

  • Fanny Magnoni

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Social media offer brands new opportunities to interact with their customers. This paper focuses on consumer brand engagement (CBE) and its social facet in the context of brand-hosted social media. It highlights that CBE (consumer–brand interactions encompassing cognitive, affective and behavioural dimensions) and brand-based consumer–consumer interactions (social brand engagement (SBE)) lead to brand loyalty intentions. Brand customers were surveyed about their favourite brands on Facebook. Results indicate that self-brand connections and SBE are two drivers of CBE, and that CBE is the key element in inducing brand loyalty. In addition, configural analysis shows that high brand loyalty can be achieved through several combinations of social and CBE with various levels of cognitive, affective and behavioural engagement.

Suggested Citation

  • Agnès Helme-Guizon & Fanny Magnoni, 2019. "Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?," Post-Print hal-03591683, HAL.
    • Handle: RePEc:hal:journl:hal-03591683
    DOI: 10.1080/0267257X.2019.1599990
    Note: View the original document on HAL open archive server: https://amu.hal.science/hal-03591683
    as

    Download full text from publisher

    File URL: https://amu.hal.science/hal-03591683/document
    Download Restriction: no
    File URL: https://libkey.io/10.1080/0267257X.2019.1599990?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Harrigan, Paul & Evers, Uwana & Miles, Morgan P. & Daly, Tim, 2018. "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent," Journal of Business Research, Elsevier, vol. 88(C), pages 388-396.
    2. Ali, Murad & Seny Kan, Konan Anderson & Sarstedt, Marko, 2016. "Direct and configurational paths of absorptive capacity and organizational innovation to successful organizational performance," Journal of Business Research, Elsevier, vol. 69(11), pages 5317-5323.
    3. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    4. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
    5. Ragin, Charles C., 2006. "Set Relations in Social Research: Evaluating Their Consistency and Coverage," Political Analysis, Cambridge University Press, vol. 14(3), pages 291-310, July.
    6. Valaei, Naser & Rezaei, Sajad & Ismail, Wan Khairuzzaman Wan, 2017. "Examining learning strategies, creativity, and innovation at SMEs using fuzzy set Qualitative Comparative Analysis and PLS path modeling," Journal of Business Research, Elsevier, vol. 70(C), pages 224-233.
    7. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    8. Gelhard, Carsten & von Delft, Stephan & Gudergan, Siegfried P., 2016. "Heterogeneity in dynamic capability configurations: Equifinality and strategic performance," Journal of Business Research, Elsevier, vol. 69(11), pages 5272-5279.
    9. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    10. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Matti Haverila & Kai Haverila & Caitlin McLaughlin & Mehak Arora, 2022. "Engagement, participation, and relationship quality in the context of co-creation in brand communities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 232-249, September.
    2. Xie-Carson, Li & Benckendorff, Pierre & Hughes, Karen, 2023. "Not so different after all? A netnographic exploration of user engagement with non-human influencers on social media," Journal of Business Research, Elsevier, vol. 167(C).
    3. He, Jiaxun & Zhang, Shuang, 2022. "How digitalized interactive platforms create new value for customers by integrating B2B and B2C models? An empirical study in China," Journal of Business Research, Elsevier, vol. 142(C), pages 694-706.
    4. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    5. Mangirdas Mork̄unas, 2023. "Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults," IIM Kozhikode Society & Management Review, , vol. 12(1), pages 102-111, January.
    6. Campo Elias Lopez-Rodriguez & Gerson Jaquin Cristancho-Triana & Jenny Liliana Amaya-Tellez, 2020. "Perception and Desired Brand Personality in Organizations that Internationalize Services: The Case of the Colombian Business Environment," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 581-597.
    7. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    8. Imran Khan & Mobin Fatma, 2023. "Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator," Sustainability, MDPI, vol. 15(10), pages 1-13, May.
    9. Wang, Wei & Liang, Qiaozhuan & Mahto, Raj V. & Deng, Wei & Zhang, Stephen X., 2020. "Entrepreneurial entry: The role of social media," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    10. Muhammad Naeem & Wilson Ozuem, 2021. "Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 510-525, September.
    11. María Bonilla-Quijada & Juan Tugores-Ques & Josep Lluís Olmo Arriaga, 2021. "Promotion of urban tourism: insights into user engagement on social media," Information Technology & Tourism, Springer, vol. 23(4), pages 611-632, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    2. Mikalef, Patrick & Pateli, Adamantia, 2017. "Information technology-enabled dynamic capabilities and their indirect effect on competitive performance: Findings from PLS-SEM and fsQCA," Journal of Business Research, Elsevier, vol. 70(C), pages 1-16.
    3. Simon, Françoise & Tossan, Vesselina, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Journal of Business Research, Elsevier, vol. 85(C), pages 175-184.
    4. Okazaki, Shintaro & Plangger, Kirk & West, Douglas & Menéndez, Héctor D., 2020. "Exploring digital corporate social responsibility communications on Twitter," Journal of Business Research, Elsevier, vol. 117(C), pages 675-682.
    5. Osei-Frimpong, Kofi & McLean, Graeme, 2018. "Examining online social brand engagement: A social presence theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 128(C), pages 10-21.
    6. Kamboj, Shampy & Sarmah, Bijoylaxmi & Gupta, Shivam & Dwivedi, Yogesh, 2018. "Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response," International Journal of Information Management, Elsevier, vol. 39(C), pages 169-185.
    7. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    8. F. Magnoni & Elyette Roux, 2011. "Stretching a luxury brand down: An experimental study of core brand dilution effects," Post-Print halshs-00644899, HAL.
    9. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    10. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    12. Ainsworth, Jeremy & Foster, Jamye, 2017. "Comfort in brick and mortar shopping experiences: Examining antecedents and consequences of comfortable retail experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 27-35.
    13. Wang, Yajin, 2022. "A conceptual framework of contemporary luxury consumption," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 788-803.
    14. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    15. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    16. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    17. Roggeveen, Anne L. & Grewal, Dhruv & Karsberg, John & Noble, Stephanie M. & Nordfält, Jens & Patrick, Vanessa M. & Schweiger, Elisa & Soysal, Gonca & Dillard, Annemarie & Cooper, Nora & Olson, Richard, 2021. "Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies," Journal of Retailing, Elsevier, vol. 97(1), pages 81-98.
    18. Aqib Habib & Muhammad Irfan & Mohsin Shahzad, 2022. "Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19," Future Business Journal, Springer, vol. 8(1), pages 1-18, December.
    19. Maria Vernuccio & Tiziano Vescovi, 2016. "Branding in the digital era," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 15-22.
    20. Hsieh, Sara H. & Chang, Aihwa, 2016. "The Psychological Mechanism of Brand Co-creation Engagement," Journal of Interactive Marketing, Elsevier, vol. 33(C), pages 13-26.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03591683. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.