Social media engagement with luxury brands on Facebook: motivations and outcomes of consumers’ online brand-related activities (COBRAs)

Detalhes bibliográficos
Autor(a) principal: Gonçalves, Ana Sofia Ferreira
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/1822/76177
Resumo: Dissertação de mestrado em Marketing e Estratégia
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spelling Social media engagement with luxury brands on Facebook: motivations and outcomes of consumers’ online brand-related activities (COBRAs)Customer engagementSocial mediaLuxury brandsCOBRAsMotivations for engagementBrand attachmentBrand loyaltyCiências Sociais::Economia e GestãoDissertação de mestrado em Marketing e EstratégiaConsumer engagement evolved to a new level with social media platforms, but despite continued progress in research on customer engagement, it is necessary to explore engagement in a social media platform. In the same light, there is a need to study customer engagement on luxury brands, as they require specific communication strategies. Several motivations are proved to influence engagement on social media, but it is still needed further research. Also, customer engagement has several outcomes, including brand attachment and brand loyalty. This study aimed to measure the influence of motivations of entertainment, personal identity, integration and social interaction, and empowerment on the different stages of engagement provided by the COBRA typology and to measure the influence of those engagement activities on brand attachment and brand loyalty. To test the model and the hypotheses, a quantitative methodology was developed based on scales tested in the literature, whose survey was administered online and obtained 434 valid answers. Data were descriptively analysed, and a structural equation modelling analysis was conducted to first assess the model fit to the data and to evaluate the quality of the scales, and secondly to test the cause-effect relationships established in the hypotheses. Of the 12 hypotheses, 8 were confirmed. The main theoretical contributions relate to greater understanding about the motivations that drive engagement on social media regarding luxury brands, with focus on Integration and Social Interaction being the motivation that has the higher explaining capacity of both Consumption and Participation stages, and the motivation of Personal Identity not influencing positively any stage. Also, Consumption and Participation show positive and statistically significant relationships with Brand Attachment and Brand Loyalty. Regarding practical contributions, marketers can use this information and adapt the criteria of digital content and strategic planning to be included in their marketing strategies, based on the motivations that generate more engagement, and consequently fostering customer engagement on their social media and increasing Brand Loyalty.Silva, JoaquimCasais, Beatriz Graça LuzUniversidade do MinhoGonçalves, Ana Sofia Ferreira20212021-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/1822/76177eng202779378info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-21T12:04:34Zoai:repositorium.sdum.uminho.pt:1822/76177Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:54:52.564424Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Social media engagement with luxury brands on Facebook: motivations and outcomes of consumers’ online brand-related activities (COBRAs)
title Social media engagement with luxury brands on Facebook: motivations and outcomes of consumers’ online brand-related activities (COBRAs)
spellingShingle Social media engagement with luxury brands on Facebook: motivations and outcomes of consumers’ online brand-related activities (COBRAs)
Gonçalves, Ana Sofia Ferreira
Customer engagement
Social media
Luxury brands
COBRAs
Motivations for engagement
Brand attachment
Brand loyalty
Ciências Sociais::Economia e Gestão
title_short Social media engagement with luxury brands on Facebook: motivations and outcomes of consumers’ online brand-related activities (COBRAs)
title_full Social media engagement with luxury brands on Facebook: motivations and outcomes of consumers’ online brand-related activities (COBRAs)
title_fullStr Social media engagement with luxury brands on Facebook: motivations and outcomes of consumers’ online brand-related activities (COBRAs)
title_full_unstemmed Social media engagement with luxury brands on Facebook: motivations and outcomes of consumers’ online brand-related activities (COBRAs)
title_sort Social media engagement with luxury brands on Facebook: motivations and outcomes of consumers’ online brand-related activities (COBRAs)
author Gonçalves, Ana Sofia Ferreira
author_facet Gonçalves, Ana Sofia Ferreira
author_role author
dc.contributor.none.fl_str_mv Silva, Joaquim
Casais, Beatriz Graça Luz
Universidade do Minho
dc.contributor.author.fl_str_mv Gonçalves, Ana Sofia Ferreira
dc.subject.por.fl_str_mv Customer engagement
Social media
Luxury brands
COBRAs
Motivations for engagement
Brand attachment
Brand loyalty
Ciências Sociais::Economia e Gestão
topic Customer engagement
Social media
Luxury brands
COBRAs
Motivations for engagement
Brand attachment
Brand loyalty
Ciências Sociais::Economia e Gestão
description Dissertação de mestrado em Marketing e Estratégia
publishDate 2021
dc.date.none.fl_str_mv 2021
2021-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/1822/76177
url http://hdl.handle.net/1822/76177
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 202779378
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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