IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v196y2025ics0148296325000803.html
   My bibliography  Save this article

The Influence of the Perceived Hedonic vs. Utilitarian Product Type on Consumers’ Brand Engagement on Social TV

Author

Listed:
  • Sen, Sahana (Shahana)
  • Gorgoglione, Michele
  • Panniello, Umberto

Abstract

The transformation of TV into a highly targeted and measurable medium, coupled with evolving consumer viewing behaviors, has led marketers to focus on brand engagement on social TV (STV). We present a conceptual framework for understanding how consumers engage about brands advertised on TV (CBE) on social media, and examine how their perception of the brand as hedonic (H) vs. utilitarian (U) influences their intention to engage (CIE) and the positive valence of this engagement sentiment (CES). We investigate the mediating roles of ad liking and personal ad relevance in this process. Through a field study, a survey, and two lab experiments, we demonstrate that hedonic brands elicit higher CIE and are more likely to generate positive eWOM (CES) on social media. Our results, confirming the causal relationship between perceived H vs. U product type and CBE, as well as the mediation effects, provide insights for both theoretical understanding of CBE on STV, and practical implications for marketing and advertising strategies.

Suggested Citation

  • Sen, Sahana (Shahana) & Gorgoglione, Michele & Panniello, Umberto, 2025. "The Influence of the Perceived Hedonic vs. Utilitarian Product Type on Consumers’ Brand Engagement on Social TV," Journal of Business Research, Elsevier, vol. 196(C).
    • Handle: RePEc:eee:jbrese:v:196:y:2025:i:c:s0148296325000803
    DOI: 10.1016/j.jbusres.2025.115257
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296325000803
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2025.115257?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
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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:eee:jbrese:v:196:y:2025:i:c:s0148296325000803. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    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.