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Go with the flow: engineering flow experiences for customer engagement value creation in branded social media environments

Author

Listed:
  • Jamie Carlson

    (University of Newcastle)

  • Natalie Jane Vries

    (The University of Newcastle)

  • Mohammad M. Rahman

    (Shandong University)

  • Alex Taylor

Abstract

A vital objective for brand managers is to engineer compelling branded social media consumption experiences for consumers that create value and innovation opportunities for brand-building advantage. This multidisciplinary study, anchored in flow theory, investigates for the first time the role of flow, configured as a hierarchical model in a branded social media environment, as having a direct influence on customer engagement value (CEV) creation. Using a survey of 371 consumers, a theoretical framework was empirically tested using structural equation modelling. The results validate flow modelled as a higher-order construct, which unlocks and positively influences perceptions of CEV in branded social media environments. Curvilinear quadratic effects of flow are also investigated which provide novel insights on how optimising salient components of flow act as key customer experience mechanisms for maximising CEV creation in social media.

Suggested Citation

  • Jamie Carlson & Natalie Jane Vries & Mohammad M. Rahman & Alex Taylor, 2017. "Go with the flow: engineering flow experiences for customer engagement value creation in branded social media environments," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 334-348, August.
    • Handle: RePEc:pal:jobman:v:24:y:2017:i:4:d:10.1057_s41262-017-0054-4
    DOI: 10.1057/s41262-017-0054-4
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    Cited by:

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    2. Taylor, Alex & Carlson, Jamie & Liao, Yi-Chuan & Rahman, Mohammad M., 2023. "Customer engagement and sharing behaviors: Toward a contingent curvilinear perspective," Journal of Business Research, Elsevier, vol. 154(C).
    3. Carlson, Jamie & Wyllie, Jessica & Rahman, Mohammad M. & Voola, Ranjit, 2019. "Enhancing brand relationship performance through customer participation and value creation in social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 333-341.
    4. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    5. Daniel-Rareș Obadă & Dan-Cristian Dabija, 2022. "“In Flow”! Why Do Users Share Fake News about Environmentally Friendly Brands on Social Media?," IJERPH, MDPI, vol. 19(8), pages 1-26, April.
    6. Shaun M. Powell, 2017. "Journal of Brand Management: year end review 2017," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 509-515, November.
    7. Racat, Margot & Capelli, Sonia & Lichy, Jessica, 2021. "New insights into ‘technologies of touch’: Information processing in product evaluation and purchase intention," Technological Forecasting and Social Change, Elsevier, vol. 170(C).

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