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Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media

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  • Simon, Françoise
  • Tossan, Vesselina

Abstract

Despite the considerable expansion of brand-hosted social media, it is still not clear whether and how brand-consumer social sharing contributes to virtual media engagement. Drawing on the theory of close relationships, this study provides a conceptualization of the gratifications that are derived from brand-consumer interactions, which is referred to as Brand-Consumer Social Sharing Value. Using a sample of brands' Facebook page users, this study validates a scale for measuring the construct, which comprises four dimensions: brand intimacy, brand individual recognition, brand influence, and brand community belonging. In addition, satisfaction and brand gratitude, seen as media-driven variables, are found to mediate the impact of Brand-Consumer Social Sharing Value on virtual media engagement. Most notably, the findings reveal that the contribution of the gratitude-based route is higher than the satisfaction-based route. Implications for further research on social media are discussed.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:85:y:2018:i:c:p:175-184
    DOI: 10.1016/j.jbusres.2017.12.050
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