Deconstructing the Role of Consumer Engagement Within Social Media

Abstract

Social media marketing incorporated in the omnichannel has the ability to build and grow relationships with customers and develop a better understanding of their wants and needs. In order for businesses to capitalize on social media within the omnichannel, and enhance the brand experience, they need to drive consumer brand engagement (CBE). This study aims to consolidate variables from extant literature that would have a significant impact on CBE. These are parasocial interaction, perceived credibility and intent to create content, and analyze three outcomes of brand experiences from increased CBE: brand awareness, brand loyalty, and purchase intention. A survey was administered, and the data was analyzed using multiple and linear regressions, independent sample t-tests, and an ANOVA test. The findings from these tests are that the three motivators significantly affect CBE, some more than others. CBE has positive effects on the three predicted outcomes. This research expands consumer engagement literature and also provides marketers with practical recommendations.