Consumer engagement in social networks: brand content mechanisms affecting consumer usage intention
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/21544 |
Resumo: | Objective: This study aims to evaluate the influence of the relation between the content cultural spaces generate and consumers’ intention to use to identify the mechanisms that best fit online brand communities. Method: We conducted a survey with social media users, employing Smart PLS-SEM 3.0 and the SPSS Process macro in our analyses. we proposed a theoretical hypothesis that brand content positively impacts consumer intention to use by a serial relation between consumer involvement engagement, commitment, trust, and self-brand connection. Results: Results suggest a partial parallel and serial mediation in the relation between information, entertainment, and incentives and consumers’ intention to use. Theoretical/methodological contributions: This study contributes to the relevant theoretical framework by examining a parallel mediation of engagement and commitment with self-brand connection, thus validating the nomological network of engagement. Originality/Relevance: This study complements findings from previous studies (e.g.,Santini et al.. 2020) that contradict conventional managerial wisdom, which suggested that the direct effect of commitment as an antecedent of engagement is insignificant. However, trust is insignificant in a cultural context. On the other hand, commitment and engagement can mediate the cultural space content and consumers’ intention to use that space profile. |
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Consumer engagement in social networks: brand content mechanisms affecting consumer usage intentionEngajamento do consumidor nas redes sociais: os mecanismos pelos quais o conteúdo visual gerado pela marca afeta a intenção de uso do consumidor no mercado culturalEngajamento do consumidorSites de redes sociaisComportamento onlineConsumer brand engagementSocial networking sitesOnline behaviorObjective: This study aims to evaluate the influence of the relation between the content cultural spaces generate and consumers’ intention to use to identify the mechanisms that best fit online brand communities. Method: We conducted a survey with social media users, employing Smart PLS-SEM 3.0 and the SPSS Process macro in our analyses. we proposed a theoretical hypothesis that brand content positively impacts consumer intention to use by a serial relation between consumer involvement engagement, commitment, trust, and self-brand connection. Results: Results suggest a partial parallel and serial mediation in the relation between information, entertainment, and incentives and consumers’ intention to use. Theoretical/methodological contributions: This study contributes to the relevant theoretical framework by examining a parallel mediation of engagement and commitment with self-brand connection, thus validating the nomological network of engagement. Originality/Relevance: This study complements findings from previous studies (e.g.,Santini et al.. 2020) that contradict conventional managerial wisdom, which suggested that the direct effect of commitment as an antecedent of engagement is insignificant. However, trust is insignificant in a cultural context. On the other hand, commitment and engagement can mediate the cultural space content and consumers’ intention to use that space profile.Objetivo do estudo: Esse estudo examinou mecanismos capazes de influenciar a relação entre o conteúdo gerado por espaços culturais e a intenção de uso dos consumidores, com objetivo de identificar os mecanismos que melhor se adequam ao contexto de comunidades de marcas online. Metodologia/Abordagem: Foi desenvolvida uma pesquisa do tipo survey com usuários de mídias sociais. Para os testes. utilizou-se os softwares Smart PLS-SEM 3.0 e a Macro Process, no SPSS. A hipótese teórica proposta de que o conteúdo gerado por espaços culturais nas redes sociais impacta positivamente a intenção de uso do consumidor. por meio de uma relação seriada de envolvimento. engajamento. compromisso, confiança e conexão pessoal. Principais resultados: Os resultados sugerem uma mediação seriada paralela parcial na relação entre conteúdo informativo, de entretenimento ou de incentivo e a intenção de uso do consumidor. Contribuições teóricas/metodológicas: Sua contribuição teórica reside no exame de uma mediação paralela de engajamento e compromisso com a conexão pessoal com a marca, contribuindo para a validação da rede nomológica em torno do engajamento. Relevância/Originalidade: O estudo complementa resultados de estudos anteriores (e.g Santini et al.. 2020) que contrariam a sabedoria gerencial convencional, que sugerem que o efeito direto do compromisso como antecedente do engajamento não era significativo. Porém, em um contexto cultural, é a confiança que não é significativa. Já o compromisso. é capaz de. junto com o engajamento, mediar o conteúdo gerado pelo espaço cultural e a intenção de uso do perfil desse espaço.Universidade Nove de Julho - Uninove2023-10-02info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/2154410.5585/remark.v22i3.21544ReMark - Revista Brasileira de Marketing; v. 22 n. 3 (2023): (jul./set.); 1067-11262177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/21544/10402Copyright (c) 2023 ReMark - Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessFantino, Ana Paula GusmãoSincorá, Larissa AlvesBrandão, Marcelo Moll2023-10-05T12:33:15Zoai:ojs.periodicos.uninove.br:article/21544Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2023-10-05T12:33:15REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Consumer engagement in social networks: brand content mechanisms affecting consumer usage intention Engajamento do consumidor nas redes sociais: os mecanismos pelos quais o conteúdo visual gerado pela marca afeta a intenção de uso do consumidor no mercado cultural |
title |
Consumer engagement in social networks: brand content mechanisms affecting consumer usage intention |
spellingShingle |
Consumer engagement in social networks: brand content mechanisms affecting consumer usage intention Fantino, Ana Paula Gusmão Engajamento do consumidor Sites de redes sociais Comportamento online Consumer brand engagement Social networking sites Online behavior |
title_short |
Consumer engagement in social networks: brand content mechanisms affecting consumer usage intention |
title_full |
Consumer engagement in social networks: brand content mechanisms affecting consumer usage intention |
title_fullStr |
Consumer engagement in social networks: brand content mechanisms affecting consumer usage intention |
title_full_unstemmed |
Consumer engagement in social networks: brand content mechanisms affecting consumer usage intention |
title_sort |
Consumer engagement in social networks: brand content mechanisms affecting consumer usage intention |
author |
Fantino, Ana Paula Gusmão |
author_facet |
Fantino, Ana Paula Gusmão Sincorá, Larissa Alves Brandão, Marcelo Moll |
author_role |
author |
author2 |
Sincorá, Larissa Alves Brandão, Marcelo Moll |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Fantino, Ana Paula Gusmão Sincorá, Larissa Alves Brandão, Marcelo Moll |
dc.subject.por.fl_str_mv |
Engajamento do consumidor Sites de redes sociais Comportamento online Consumer brand engagement Social networking sites Online behavior |
topic |
Engajamento do consumidor Sites de redes sociais Comportamento online Consumer brand engagement Social networking sites Online behavior |
description |
Objective: This study aims to evaluate the influence of the relation between the content cultural spaces generate and consumers’ intention to use to identify the mechanisms that best fit online brand communities. Method: We conducted a survey with social media users, employing Smart PLS-SEM 3.0 and the SPSS Process macro in our analyses. we proposed a theoretical hypothesis that brand content positively impacts consumer intention to use by a serial relation between consumer involvement engagement, commitment, trust, and self-brand connection. Results: Results suggest a partial parallel and serial mediation in the relation between information, entertainment, and incentives and consumers’ intention to use. Theoretical/methodological contributions: This study contributes to the relevant theoretical framework by examining a parallel mediation of engagement and commitment with self-brand connection, thus validating the nomological network of engagement. Originality/Relevance: This study complements findings from previous studies (e.g.,Santini et al.. 2020) that contradict conventional managerial wisdom, which suggested that the direct effect of commitment as an antecedent of engagement is insignificant. However, trust is insignificant in a cultural context. On the other hand, commitment and engagement can mediate the cultural space content and consumers’ intention to use that space profile. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-10-02 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Avaliado por Pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/21544 10.5585/remark.v22i3.21544 |
url |
https://periodicos.uninove.br/remark/article/view/21544 |
identifier_str_mv |
10.5585/remark.v22i3.21544 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/21544/10402 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 ReMark - Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 22 n. 3 (2023): (jul./set.); 1067-1126 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138639607758848 |