Consumer engagement in social networks: brand content mechanisms affecting consumer usage intention

Detalhes bibliográficos
Autor(a) principal: Fantino, Ana Paula Gusmão
Data de Publicação: 2023
Outros Autores: Sincorá, Larissa Alves, Brandão, Marcelo Moll
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.
id RBM-1_3deb364c4d86ff178548897461cbb338
oai_identifier_str oai:ojs.periodicos.uninove.br:article/21544
network_acronym_str RBM-1
network_name_str REMark - Revista Brasileira de Marketing
repository_id_str
spelling 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
_version_ 1799138639607758848