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Proposing a Model to Link Content-Type, Emotion, and Consumer Engagement Behavior

In: Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

Author

Listed:
  • Erni Martini

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Mokh Adib Sultan

    (Universitas Pendidikan Indonesia)

  • Puspo Dewi Dirgantari

    (Universitas Pendidikan Indonesia)

Abstract

This study proposed a conceptual model that predicts the role of emotion as a variable mediating the relationship between content type and consumer engagement behavior on social media. Research that has investigated the results of research on content types with consumer engagement behavior, especially in social media, has been significantly developed nowadays. However, only a few studies have been conducted to assess the mediating impact of emotions on content type and consumer behavior. This study uses the basic Stimulus Organism Response (SOR) theory to conceptualize and operationalize the research construct. This conceptual model is new in the social media literature that examines the relationship between consumer engagement, emotion, and content type simultaneously. This model also predicts engagement behavior mediated by social media users’ emotions after consuming brand-generated content.

Suggested Citation

  • Erni Martini & Ratih Hurriyati & Mokh Adib Sultan & Puspo Dewi Dirgantari, 2024. "Proposing a Model to Link Content-Type, Emotion, and Consumer Engagement Behavior," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 955-962, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_99
    DOI: 10.2991/978-94-6463-234-7_99
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