Antecedents and consequences of online consumer engagement : investigating social media dispositions, social media goals, and brand engagement
Vander Schee, Brian A.
University of Wisconsin--Whitewater
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Consumers are comfortable with social media and accept firms occupying the same digital space. They consume and create content in social media at varying levels as some consumers more readily engage with firms online than others. Those consumers may not only communicate with the brand, they may also develop a brand relationship as a consequence. The progression of brand relationship may develop from brand involvement to brand advocacy where consumers speak positively on the brand’s behalf without compensation. Knowing the consumer factors that lead to online consumer engagement and having a better understanding of branding outcomes will help firms to more effectively plan and execute a social media marketing strategy. Although many studies have considered antecedents, consequences, and measures of online consumer engagement, a comprehensive review of current studies with recommendations for future research is needed to have a better understanding of online consumer engagement. Essay 1 addresses this need. In addition, research is needed to examine social media dispositions and social media goals as antecedents of consumer engagement in social media, as well as a progression of brand engagement outcomes as a consequence. Essay 2 fills the gap by investigating the effect of consumer antecedents, namely social media dispositions (social media information sharing and social media trust) and social media goals (social media information seeking and social media experience) on consumer engagement. The foundation of the study is grounded in uses and gratifications theory. Further, the study considers the effect consumer engagement has on brand engagement including brand involvement and brand advocacy. Regression analysis and structural equation models (SEM) were used to analyze the data from the completed surveys. The results provide implications for firms, including how to more efficiently spend on social media marketing by targeting consumers who are more likely to engage online with appropriate content strategy, leading to brand advocacy.
Online social networks