Show simple item record

dc.contributor.authorVander Schee, Brian A.
dc.date.accessioned2020-12-15T17:12:30Z
dc.date.available2020-12-15T17:12:30Z
dc.date.issued2020-12
dc.identifier.urihttp://digital.library.wisc.edu/1793/80876
dc.descriptionThis file was last viewed in Adobe Acrobat Pro.en_US
dc.description.abstractConsumers 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.en_US
dc.language.isoen_USen_US
dc.publisherUniversity of Wisconsin--Whitewateren_US
dc.subjectSocial media--Influenceen_US
dc.subjectOnline social networksen_US
dc.subjectInternet marketingen_US
dc.subjectBrand choiceen_US
dc.titleAntecedents and consequences of online consumer engagement : investigating social media dispositions, social media goals, and brand engagementen_US
dc.typeThesisen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record