The role of customer brand engagement in the use of Instagram as a “shop window” for fashion-industry social commerce

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aida Molina-Prados ◽  
Francisco Muñoz-Leiva ◽  
M. Belén Prados-Peña
Keyword(s):  
Social Media ◽  
Cognitive Processing ◽  
Consumer Involvement ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Social Commerce ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Involvement ◽  
Positive Effect

PurposeThe purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection (SBC) as predictors of customer brand engagement (CBE).Design/methodology/approachIn this paper, social commerce-adoption is modeled, using three variables: customer engagement, SBC and fashion-consumer brand-involvement. Using a personal online survey, data on social media users classified as millennials and Generation Z were collected. The model is analyzed using structural equation modeling (SEM).FindingsConsumer involvement in fashion has a positive effect on cognitive processing and activation, but not on affection. SBC has a positive effect on all three analyzed dimensions. Finally, gender is found to exert a moderating effect on the relationship between the “CBE activation” dimension and brand loyalty.Research limitations/implicationsThe research was conducted during the lockdown imposed due to the COVID-19 pandemic, which may have influenced the responses. Other limitations and potential lines of research for the future are presented at the end of the paper.Practical implicationsSome of the results of this study can directly inform the social media strategies of fashion companies that use Instagram as a channel of communication with their customers. They can also contribute to incentivizing co-created content and increasing consumption among both men and women.Originality/valueThe present study contributes to addressing the scarcity of studies dealing with CBE and social commerce in the fashion sector and, in particular, fashion-consumer behavior on social media (specifically, Instagram).

scholarly journals Antecedents and consequences of luxury brand engagement in social media

2019 ◽  
Vol 23 (2) ◽  
pp. 163-183 ◽  
Author(s):  
Amélia Brandão ◽  
Eva Pinho ◽  
Paula Rodrigues
Keyword(s):  
Social Media ◽  
Cognitive Processing ◽  
Structural Equation ◽  
Positive Impact ◽  
Consumer Involvement ◽  
Three Dimensions ◽  
Online Questionnaire ◽  
Content Type ◽  
Luxury Brand ◽  
Brand Engagement

Purpose The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and Activation) in luxury brand engagement on Facebook. Design/methodology/approach Data were collected through an online questionnaire completed by fans/followers of luxury brands’ Facebook pages. The empirical study was conducted using structural equation modelling. Findings Consumer Involvement has a positive impact on the three dimensions of CBE (Cognitive Processing, Affection and Activation). This leads to the conclusion that Activation and Affection have an impact both on Self-Brand Connection and on BUI. Moreover, it was found that Cognitive Processing impacts only on BUI. Practical implications The results identified the factors which brand managers should focus on to increase CBE on Facebook. Originality/value This study is a pioneer, as it extends the consumer engagement model to the social media context in a hedonic and conspicuous consumption category which includes luxury brand products.

Brand personality in cultural tourism through social media

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Francisco Peco-Torres ◽  
Ana I. Polo-Peña ◽  
Dolores M. Frías-Jamilena
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Brand Personality ◽  
Cultural Tourism ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Engagement ◽  
Exploratory Approach ◽  
Use Of Social Media ◽  
Positive Effect

Purpose This study aims to analyze the effect of the use of social media on the perception of brand personality and to identify its effect on customer brand engagement. Design/methodology/approach The study adopted an exploratory approach, adapting Aaker's brand personality scale (1997) to the context of cultural tourism before carrying out a quantitative study resorting to a structural equation modeling to obtain empirical evidence to identify these relationships. Findings The findings reveal that the use of social media has a positive effect on the perception of brand personality and that brand personality, likewise, has a positive effect on customer brand engagement. Research limitations/implications This study indicates that transmission of an attractive brand personality according to the desires of the public, combined with dissemination through social media, is a valid strategy to improve customer brand engagement. Originality/value This study represents an advance in the specialized literature on the value that consumers place on information transmitted through social media. Specifically, it sheds light on how the transmission of brand personality through social media affects customer brand engagement.

Mediating impact of fan-page engagement on social media connectedness and followers purchase intention

2018 ◽  
Vol 42 (7) ◽  
pp. 1082-1105 ◽  
Author(s):  
Zoha Rahman ◽  
Sedigheh Moghavvemmi ◽  
Kumaran Suberamanaian ◽  
Hasmah Zanuddin ◽  
Hairul Nizam Bin Md Nasir
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Consumer Involvement ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Social Commerce ◽  
Content Type ◽  
Involvement Theory ◽  
The Impact

PurposeThe purpose of this paper is to identify the mediating effect of fan-page followers’ engagement activities and moderating role of followers’ demographic profile and trust level on their purchase intention.Design/methodology/approachThis study utilised the customer engagement behaviour and consumer involvement theory as a foundation to explore the impact of variables. Structural equation modelling was utilised to test the model with the data collected from 307 Facebook fan pages’ followers of five Malaysian companies.FindingsIt was shown that following fan pages will influence fan page engagement, which in turn affects purchase intention and social media connectedness. Further analysis indicated that the impact of “follow” and “engagement” on purchase intention differs between genders, ages, level of trust and income.Research limitations/implicationsThe study serves as a basic fundamental guideline for academics and researchers to interpret the concept of following fan pages and engagement actions and its effects on purchase intention and social media connectivity, as well as opening a vast area of unexplored researches on the subject of social media.Practical implicationsThe research provides information for business-to-consumer companies in utilising fan page based on user categories.Originality/valueThis study proposes the application of an empirically tested framework to the fan-page follow actions. The authors argue that this framework can provide a useful foundation for future social commerce research. The results would help academics be aware of fan page and its user’s engagement actions, which will provide a new avenue of research.

Winning engaged consumers

2019 ◽  
Vol 33 (2) ◽  
pp. 456-476 ◽  
Author(s):  
Saleh Bazi ◽  
Alireza Hajli ◽  
Nick Hajli ◽  
Mohana Shanmugam ◽  
Xiaolin Lin
Keyword(s):  
Social Support ◽  
Information Sharing ◽  
Information Exchange ◽  
Structural Equation ◽  
Structural Model ◽  
Value Theory ◽  
Equation Modeling ◽  
Social Commerce ◽  
Content Type ◽  
Brand Engagement

Purpose Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation. Design/methodology/approach This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model. Findings The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention. Originality/value The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.

Consumer – brand engagement on Facebook: liking and commenting behaviors

2014 ◽  
Vol 8 (3) ◽  
pp. 203-223 ◽  
Author(s):  
Sertan Kabadayi ◽  
Katherine Price
Keyword(s):  
Social Media ◽  
Personality Traits ◽  
Conceptual Model ◽  
Structural Equation ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Content Type ◽  
Factors Affecting ◽  
Mediating Role ◽  
Modes Of Interaction

Purpose – The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction on relationships between personality traits and liking/commenting behavior. Design/methodology/approach – Data were collected using an online national survey from 269 respondents, ages between 18 and 32. The hypotheses were tested using structural equation modeling. Findings – Results support nine of ten hypotheses with significant relationships between analyzed constructs. It was found that two different modes of interaction acted as mediators between three personality traits and liking/commenting behavior on Facebook. Research limitations/implications – This study only included liking and commenting behavior on Facebook. Future studies could extend the conceptual model by including sharing behavior and other personality traits that were not included in this conceptual model. Practical implications – The findings have several implications for brand managers with respect to their social media strategies and give them guidance in achieving better customer engagement on Facebook. This research is an important step in understanding the factors affecting consumers’ Facebook behavior and useful for practitioners intending to use Facebook as part of their marketing strategy. Originality/value – The study provides a comprehensive framework to understand consumer engagement on Facebook by including specific types of Facebook behavior, three personality traits and two modes of interaction that consumers have in social media.

The importance of trust for electronic commerce satisfaction: an entrepreneurial perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Farid Shirazi ◽  
Nawal Abdalla Adam ◽  
Mohana Shanmugam ◽  
Carsten D. Schultz
Keyword(s):  
Social Media ◽  
Electronic Commerce ◽  
Food Industry ◽  
New Technologies ◽  
Partial Least Square ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Social Commerce ◽  
Content Type

PurposeSocial commerce has seen a prosperous growth following the rise of social media, in particular, social networking sites have established novel ways to communicate and transact between firms and people. The rise of new technologies has also directed to changes in how entrepreneurs convey their business. Despite intensive social commerce research, the challenges of social commerce for entrepreneurs have attracted less attention and especially neglected the role of trust and satisfaction in electronic commerce.Design/methodology/approachThis research use a survey to collect data. The authors use structural equation modeling-partial least square (SEM-PLS) to analysis the data. This quantitative research provides new insights in the food industry.FindingsThis research thus provides insights into social commerce by analyzing the role of trust in the relationship between customers' social media activities and customers' satisfaction. The present study finds a mediating effect of trust in developing satisfaction. Social media activities facilitate a positive level of trust that in turn creates a satisfying environment for customers in social commerce. The research provides theoretical and practical implications at the end of the study.Originality/valueThe findings provide good knowledge for the food industry to stay connected with customers and develop their satisfaction.

Do value cocreation and engagement drive brand evangelism?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Harrigan ◽  
Sanjit K. Roy ◽  
Tom Chen
Keyword(s):  
Social Media ◽  
Customer Value ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Advocacy ◽  
Value Cocreation ◽  
Service Logic

PurposeDrawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the interplay between value cocreation and customer brand engagement on social media in driving these outcomes. The authors also consider the role of brand love in eliciting evangelical brand-related behaviors.Design/methodology/approachRespondents recruited through Amazon MTurk were surveyed on social media use in tourism-related decisions. The total useable sample size was 397. Partial least squares structural equation modeling (PLS-SEM) was used to test the research model.FindingsValue cocreation and customer brand engagement are drivers of evangelical brand-related behaviors, emphasizing the importance of these two in marketing and how they drive behavioral outcomes.Research limitations/implicationsService logic highlights the significance of value cocreation which, through customer brand engagement and love, leads to brand defense and advocacy. This explains the mediation in our model, where marketers must undertake efforts to support customer brand engagement and brand love.Practical implicationsValue is created by the user for the user through their experiences over time. Brands are owned by customers, and their defense and advocacy of them must be earned. Marketers facilitate customer value creation by providing the resources to cocreate value and love the brand.Originality/valueMost studies investigate value cocreation from an in-role and/or extra-role perspective as to how it benefits firms. Through service logic, the authors illustrate how it leads to evangelical brand-related behaviors.

Customer engagement on social media: how to enhance continuation of use

2017 ◽  
Vol 41 (7) ◽  
pp. 1006-1028 ◽  
Author(s):  
Rania Hussein ◽  
Salah Hassan
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Media Use ◽  
Empirical Work ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Social Media Use ◽  
Content Type ◽  
Level Of Use ◽  
Levels Of Use

Purpose The purpose of this paper is to examine antecedents of customer engagement on social media and how these platforms can enhance customers’ continuation intention. Customer engagement is manifested by the continued use of social media and is expected to occur when customers have a positive attitude toward social media. Thus, the main objective of this research is to explore the factors that affect customers’ attitude toward social media, which in turn is expected to result in customer engagement. Attitude toward social media is proposed to have an impact on levels of use and satisfaction is proposed to have a direct impact on customer engagement. An extended technology acceptance model (TAM) is used as the basic model guiding this research. Design/methodology/approach The theoretical model is tested drawing on the results of empirical work in the form of a large scale survey conducted on a random sample of the US general population. Data collection resulted in 388 usable questionnaires. Structural equation modeling is used to analyze data. Findings Results of this research provide support to the research objectives. Two of the three proposed factors extending TAM, namely, perceived connectedness and enjoyment were found to have a significant effect on attitude toward social media use. Attitude toward social media use was found to have a significant effect on level of use and level of use was found to have a significant effect on continuation intention. Additionally, satisfaction was found to have a significant direct effect on continuation intention. Practical implications Findings of this research provide managers with useful insights about what they need to focus on when designing their social media strategies. Originality/value This study provides a different way of theorizing customer engagement by incorporating new variables to TAM that are particularly relevant to the social media context. It also draws a link between attitude toward social media and levels of use, which has been understudied in literature.

scholarly journals Understanding a consumer's path to purchase jeans in a social media context

2021 ◽  
Author(s):  
Shanghavy Karunakaran
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Equation Modeling ◽  
Product Involvement ◽  
Brand Engagement ◽  
Fashion Brand ◽  
Brand Involvement ◽  
Brand Information

Consumers are increasingly depending on online and social platforms to find product and brand information while fashion brands seek to further engage with consumers online. This study proposes a five-construct structural model to measure the influence of product involvement, fashion brand involvement, altruistic involvement, and online brand engagement on purchase intention in a social media context. Through partial least squares structural equation modeling (PLS-SEM), a sample of 799 shoppers in North America were empirically tested to validate the findings drawn from the model. From the six hypotheses presented, all were accepted; including three hypotheses which were an extension of previous research. The findings confirm a consumer’s journey is prevalent and future testing of the model in new applications will help to enhance and progress social media studies around involvement and engagement. Keywords: Social Media, Product Involvement, Fashion Brand Involvement, Altruistic Involvement, Online Brand Engagement, Purchase Intention, PLS-SEM

scholarly journals Understanding a consumer's path to purchase jeans in a social media context

2021 ◽  
Author(s):  
Shanghavy Karunakaran
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Equation Modeling ◽  
Product Involvement ◽  
Brand Engagement ◽  
Fashion Brand ◽  
Brand Involvement ◽  
Brand Information

Consumers are increasingly depending on online and social platforms to find product and brand information while fashion brands seek to further engage with consumers online. This study proposes a five-construct structural model to measure the influence of product involvement, fashion brand involvement, altruistic involvement, and online brand engagement on purchase intention in a social media context. Through partial least squares structural equation modeling (PLS-SEM), a sample of 799 shoppers in North America were empirically tested to validate the findings drawn from the model. From the six hypotheses presented, all were accepted; including three hypotheses which were an extension of previous research. The findings confirm a consumer’s journey is prevalent and future testing of the model in new applications will help to enhance and progress social media studies around involvement and engagement. Keywords: Social Media, Product Involvement, Fashion Brand Involvement, Altruistic Involvement, Online Brand Engagement, Purchase Intention, PLS-SEM

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