An Integrative Model of Consumer Brand Engagement in Social Media

• Autor(a) principal: Rebouças Nery, Maria Martins
• Data de Publicação: 2020
• Outros Autores: Sincorá, Larissa Alves, Brandão, Marcelo Moll, Carneiro, Teresa Cristina Janes
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/11345
• topic: Social Media; Consumer Brand Engagement; Motivations; Purchase Intention; Positive Online Word of Mouth; Mídias Sociais; Engajamento do Consumidor com a Marca; Motivações; Intenção de Compra; Boca a Boca Online Positivo

Objective: The objective of this research was to propose an integrative model of consumer brand engagement in social media, with its antecedents and consequents, analyzing how engagement, together with positive online word of mouth, affect the purchase intention of the consumers in these environments. Method: A survey directed towards social media users was developed. The researchers utilized Smart PLS-SEM 3.0 software to execute the validation tests of the measurement models and the proposed structural model. Originality/Relevance: The research focused on the most recurring motivations in the literature on consumer brand engagement in social media, which are self-expression, socializing and obtaining information. Furthermore, we examined the role of positive online word of mouth, as a result and as a collaborator of consumer brand engagement for the purchase intention of consumers in those environments. Results: The proposed theoretical hypotheses were confirmed which state that the motivations personal expression, socialization and obtaining information positively impact consumer brand engagement. It was found that consumer brand engagement influences positive online word of mouth and purchase intention. In addition, the results indicate that consumer brand engagement and positive online word of mouth may exert a mediating effect on the relationship between motivations and purchase intention. Theoretical/methodological contributions: This work contributes to the theoretical development of consumer brand engagement in social media by empirically testing an integrative model that provides a better understanding of its process. Managerial/social contributions: Managerially, the survey provides guidance for building strategies that lead to increased consumer brand engagement in social media, as well as online recommendation and brand purchase intent. Socially, the study highlights the new forms of individual relationships with the brand, due to the need to socialize with their peers, express their personality and obtain information through social media.