The DOI matches its Crossref record; 13 of the 13 references it cites were found in a registry or an index.
An experiential model of consumer engagement in social media
Abstract
Purpose: This study aims to propose an experiential model of consumer engagement focusing on Facebook brand pages. Building on the brand experience literature, the study synthesizes the experiential affordances of Facebook brand pages along perceptual, social, epistemic and embodied dimensions and tests their impact on consumer engagement. Design/methodology/approach: The study operationalized key variables of the proposed model at the brand page level and assembled pertinent data, using systematic content analysis, on a sample of Facebook brand pages (n = 85). Poisson regression tested the proposed model. Findings: The findings indicate that brands that facilitate greater number of experiential affordances on their Facebook brand pages generated higher levels of consumer engagement. For both brand post likes and brand post shares, the contributions of experiential affordances were significant and positive. Practical implications: The findings offer actionable managerial insights for brands seeking to implement an experiential model of consumer engagement on their fan pages. Originality/value: This study contributes to the literature by proposing and testing an experiential model of consumer engagement in the context of Facebook brand pages. To date, the experiential value of Facebook brand pages has rarely, if at all, been tested in an empirical study.
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Cites
Users of the world, unite! The challenges and opportunities of Social Media
Kaplan, A. M., & Haenlein, M. (2010) · Business Horizons · doi:10.1016/j.bushor.2009.09.003 · Cited by 17,875
Organizational Information Requirements, Media Richness and Structural Design
Daft, R. L., & Lengel, R. H. (1986) · Management Science · doi:10.1287/mnsc.32.5.554 · Cited by 9,868
Muniz, A. M., & O'Guinn, T. C. (2001) · Journal of Consumer Research · doi:10.1086/319618 · Cited by 3,998
Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2013.12.002 · Cited by 3,276
What Makes Online Content Viral?
Berger, J., & Milkman, K. L. (2012) · Journal of Marketing Research · doi:10.1509/jmr.10.0353 · Cited by 3,178
Content Analysis in Mass Communication: Assessment and Reporting of Intercoder Reliability
Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2002) · Human Communication Research · doi:10.1111/j.1468-2958.2002.tb00826.x · Cited by 3,068
Uses and Gratifications Theory in the 21st Century
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Customer engagement: exploring customer relationships beyond purchase.
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Introducing COBRAs: Exploring motivations for brand-related social media use
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Instafamous and social media influencer marketing
Jin, S. V., Muqaddam, A., & Ryu, E. (2019) · Marketing Intelligence & Planning · doi:10.1108/mip-09-2018-0375 · Cited by 1,020
Tafesse, W., & Wood, B. P. (2021) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2020.102303 · Cited by 438
Self-citationTsai, W.-H. S., Liu, Y., & Chuan, C.-H. (2021) · Journal of Research in Interactive Marketing · doi:10.1108/jrim-12-2019-0200 · Cited by 394
Zheng, R., Li, Z., & Na, S. (2022) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.103015 · Cited by 259
Implementing social media marketing strategically: An empirical assessment
Tafesse, W., & Wien, A. (2018) · Journal of Marketing Management · doi:10.1080/0267257x.2018.1482365 · Cited by 221
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Metadata
- Authors
- Tafesse, W.
- Venue
- Journal of Product & Brand Management
- Publisher
- Emerald
- Published
- 2016-08-15
- Volume
- 25
- Issue
- 5
- Pages
- 424-434
- ISSN
- 1061-0421 (ISSN-L)
- OpenAlex
- W2512264175
- Cited by
- 182
- References
- 13
- FWCI
- 42.87
- 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.
