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I (heart) social ventures: Identification and social media engagement

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  • Hall-Phillips, Adrienne
  • Park, Joohyung
  • Chung, Te-Lin
  • Anaza, Nwamaka A.
  • Rathod, Sandra R.

Abstract

The emergence of social media creates new opportunities for social ventures to foster consumer-social venture (C-SV) identification. Despite the great potential of social media to facilitate social interaction, research is limited regarding social media's effectiveness in developing consumer identification. The study posits that C-SV identification is driven by consumer engagement through social media sites and attractiveness of a social venture's identity. Data was collected from 304 social venture consumers who are connected to ventures via social media sites. Findings suggest a positive influence of engagement and attractiveness on C-SV identification. Two aspects of consumer social media experience, escapism and educational value, were found to enhance consumer engagement, while identity similarity and identity distinctiveness contributed to the attractiveness of a social venture's identity. The research provides social ventures with practical knowledge about the strategic use of social media sites as a vehicle for enhancing emotional and behavioral bonds with consumers.

Suggested Citation

  • Hall-Phillips, Adrienne & Park, Joohyung & Chung, Te-Lin & Anaza, Nwamaka A. & Rathod, Sandra R., 2016. "I (heart) social ventures: Identification and social media engagement," Journal of Business Research, Elsevier, vol. 69(2), pages 484-491.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:2:p:484-491
    DOI: 10.1016/j.jbusres.2015.05.005
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