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Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices

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Listed:
  • Kunal Swani

    (Wright State University)

  • Lauren I. Labrecque

    (University of Rhode Island)

Abstract

To enhance our understanding of consumer engagement with social media brand posts, this research explores the underlying mechanisms driving consumer engagement choices with branded social media posts. We posit and provide evidence that two underlying mechanisms—self-presentation and brand relationship connections—drive engagement choices. Three exploratory studies provide consistent evidence that these motivations impact consumers’ decisions to engage with brand posts and these motivations partially determine engagement choice (e.g., Like, Comment, Share, React). We find that (1) likes and reactions are primarily driven by brand relationship connections; (2) comments are driven by both brand relationship connections and self-presentation; and (3) shares are primarily driven by self-presentation.

Suggested Citation

  • Kunal Swani & Lauren I. Labrecque, 2020. "Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices," Marketing Letters, Springer, vol. 31(2), pages 279-298, September.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-020-09518-8
    DOI: 10.1007/s11002-020-09518-8
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    References listed on IDEAS

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    1. Swani, Kunal & Milne, George R., 2017. "Evaluating Facebook brand content popularity for service versus goods offerings," Journal of Business Research, Elsevier, vol. 79(C), pages 123-133.
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    3. Labrecque, Lauren I., 2014. "Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 134-148.
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    Cited by:

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    5. Myers, Susan & Syrdal, Holly A. & Mahto, Raj V. & Sen, Sandipan S., 2023. "Social religion: A cross-platform examination of the impact of religious influencer message cues on engagement – The Christian context," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    6. Syrdal, Holly A. & Myers, Susan & Sen, Sandipan & Woodroof, Parker J. & McDowell, William C., 2023. "Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior," Journal of Business Research, Elsevier, vol. 163(C).
    7. Wang, Feng & Zhang, Xueting & Chen, Man & Zeng, Wei & Cao, Rong, 2022. "The influential paradox: Brand and deal content sharing by influencers in friendship networks," Journal of Business Research, Elsevier, vol. 150(C), pages 503-514.
    8. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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