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Do brand micro-blogs entities’ interactivity enhance customer’s brand resonance? Evidence from China

Author

Listed:
  • Haichuan Zhao

    (Shandong University)

  • Xian Cheng

    (Chongqing University)

  • Xingyuan Wang

    (Shandong University)

  • Chunqing Qin

    (Jinan University)

Abstract

Perceived interactivity is vital for enabling brand micro-blogs to build close relationships with customers and to enhance their customers’ brand perceptions. However, few studies have explored the mechanisms by which interactivity among brand micro-blog entities can affect brand resonance, which is the pinnacle of the brand-building process. Hence, this study investigates how the interactivity of brand micro-blog entities influences brand resonance and purchase intention through brand micro-blog identification. The results show that customer-perceived platform interactivity, marketer interactivity and customer interactivity all have positive effects on brand micro-blog identification, which in turn has a positive effect on brand resonance.

Suggested Citation

  • Haichuan Zhao & Xian Cheng & Xingyuan Wang & Chunqing Qin, 2021. "Do brand micro-blogs entities’ interactivity enhance customer’s brand resonance? Evidence from China," Asian Business & Management, Palgrave Macmillan, vol. 20(3), pages 390-408, July.
    • Handle: RePEc:pal:abaman:v:20:y:2021:i:3:d:10.1057_s41291-019-00095-x
    DOI: 10.1057/s41291-019-00095-x
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    1. Kuen-Cheng Lee & I-Hsiung Chang & Tsung-Jen Wu & Ru-Si Chen, 2022. "The Moderating Role of Perceived Interactivity in the Relationship Between Online Customer Experience and Behavioral Intentions to Use Parenting Apps for Taiwanese Preschool Parents," SAGE Open, , vol. 12(1), pages 21582440221, March.
    2. Sung Youl Jun & Tae Wook Ju & Hye Kyung Park & Jacob C. Lee & Tae Min Kim, 2023. "Information distortion in word-of-mouth retransmission: the effects of retransmitter intention and source expertise," Asian Business & Management, Palgrave Macmillan, vol. 22(5), pages 1848-1876, November.

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