Consumer Engagement on Social Networking Sites

Abstract

In spite the significance of consumer engagement that scholars have recognized, there is a gap in understanding the influencing factors of consumer social networking engagement behaviors. In the light of social identity theory, this study considered susceptibility to interpersonal influence (SIPI) and self-expressive brands (SEBs) on consumer social networking engagement behaviors. Data from our research demonstrated that SEBs and SIPI were positively related to brand attachment, which also impacted liking, sharing, and commenting on social networking sites (SNS). In addition, brand attachment played a positive mediating role among SEB, SIPI, and consumer engagement on SNS. The research explores the factors affecting consumer engagement on SNS with a new insight and guides brand managers to seek efficient ways to drive consumers to engage on online social networks.