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Strengthening Consumer Brand Relationships through Consumer Engagement: Online Brand Communities in Landscape of Social Media

Author

Listed:
  • Sheeraz, Muhammad
  • Tanweer, Mariam
  • Khan, Kanwal Iqbal
  • Mahmood, Shahid

Abstract

The study advances conceptualization and dimensionality of consumer engagement and validate antecedents and outcomes in the context of social media. The data collected from active members of online brand communities, unveiled that consumers engage with brands and other consumers with brand communities. The study conducted exploratory factor analysis, confirmatory factor analysis and hierarchical regression modelling to validate construct and test proposed hypotheses. Findings of the study exhibit that brand satisfaction, brand identification yield significant relationship with consumer engagement while brand trust turns out to be insignificant. Furthermore, consumer engagement significantly mediates the relationship between brand identification, brand satisfaction and brand loyalty. The study asserts that parsimonious conceptualization of consumer engagement consists of three dimensions: cognitive, affective and behavioral. Contributions of the study are two folds; first, endorse consumer engagement conceptualization and secondly, answer to call for empirical testing of Online Brand Community Engagement Framework.

Suggested Citation

  • Sheeraz, Muhammad & Tanweer, Mariam & Khan, Kanwal Iqbal & Mahmood, Shahid, 2017. "Strengthening Consumer Brand Relationships through Consumer Engagement: Online Brand Communities in Landscape of Social Media," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 37(2), pages 593-607.
    • Handle: RePEc:zbw:espost:200086
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    References listed on IDEAS

    as
    1. Hollebeek, Linda D., 2013. "The customer engagement/value interface: An exploratory investigation," Australasian marketing journal, Elsevier, vol. 21(1), pages 17-24.
    2. Calder, Bobby J. & Malthouse, Edward C. & Schaedel, Ute, 2009. "An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 321-331.
    3. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    4. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    5. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Consumer Engagement; Online Brand Community; Brand Identification; Brand Satisfaction; Brand Loyalty;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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