The DOI matches its Crossref record; 129 of the 129 references it cites were found in a registry or an index.
Consumer engagement in online brand communities: a solicitation of congruity theory
Abstract
Purpose: The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs); second to test whether gender moderates this effect; and third, it also examines the role of consumer engagement as a driver of brand loyalty. Design/methodology/approach: Using an online questionnaire, 443 responses were collected from consumers who are members of at least one OBC on Facebook. Structural equation modeling was used to analyze the data. Findings: The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate the examined relationships. Practical implications: This research integrates and broadens existing explanations of different congruity effects on consumer engagement. This study thus suggests the value of developing their OBCs to exhibit congruence with customers’ self-image and value, which in turn, will contribute to the development of brand loyalty. Originality/value: This research applies congruity theory to examine the impact of self-brand image- and value congruity on consumer engagement in OBCs. Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing.
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Cites
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Cited by
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., et al. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102168 · Cited by 4,608
“…have focused on consumer engagement, underlying characteristics, motivations and impact of eWOM communications, where factors such as: brand engagement (Algharabat et al., 2018), brand image (Seo and Park, 2018), self-brand image congruity (Islam et al., 2018) have influenced consumer behavior.”
BackgroundEnhancing consumer engagement in e-commerce live streaming via relational bonds.
Hu, M., & Chaudhry, S. S. (2020) · Internet Research · doi:10.1108/intr-03-2019-0082 · Cited by 539
Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.05.018 · Cited by 406
Self-citationCheung, M. L., Pires, G., & Rosenberger, P. J. (2020) · Asia Pacific Journal of Marketing and Logistics · doi:10.1108/apjml-04-2019-0262 · Cited by 398
Tourism-based customer engagement: the construct, antecedents, and consequences
Rather, R. A., Hollebeek, L. D., & Islam, J. U. (2019) · The Service Industries Journal · doi:10.1080/02642069.2019.1570154 · Cited by 308
Self-citation
Metadata
- Authors
- Islam, J. U., Rahman, Z., & Hollebeek, L. D.
- Venue
- Internet Research
- Publisher
- Emerald
- Published
- 2018-02-06
- Volume
- 28
- Issue
- 1
- Pages
- 23-45
- ISSN
- 1066-2243 (ISSN-L)
- OpenAlex
- W2774565065
- Cited by
- 377
- References
- 129
- FWCI
- 65.69
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
