Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience

Xi Chen,Yu Li,Chunlan Jiao,Ran Ji

doi:10.1177/21582440211052256

Abstract

This study investigates the mediating effect of brand experience on the relationship between customer motivation and engagement behavior and conceptualizes customer motivation from the multiple dimensions of information seeking, entertainment, and social interaction. Based on 565 valid questionnaires, it analyzes the impact of customer motivation on brand experience and customer engagement behavior using SPSS and AMOS. First, customer motivation with information seeking, entertainment, and social interaction significantly impacts customer brand experience. Second, customer brand experience significantly impacts customer engagement behavior of reuse, feedback, and WOM intentions. Finally, this study explores the mediating role of customer brand experience between customer motivation and customer engagement behavior and its impact on social media. It provides a reference for social media literature research. These findings will provide insights on motivating customers to participate in social media.

Highlights

Digital, mobile, and social media have become an indispensable part of people’s daily lives worldwide
According to the study results, gender has no significant impact on latent variables because male and female customers use Information seeking motivation → Brand experience
The average time spent using Weibo every day had a significant impact on social media brand experience and WOM intention (β = .152, p < .05) and had no significant impact on other latent variables

Summary

Introduction

Mobile, and social media have become an indispensable part of people’s daily lives worldwide. Over 4.5 billion people use the Internet, and over 3.8 billion use social media (Global Web Index, 2020). With the rapid development of communication technology and the rapid popularization of intelligent devices, social media has changed the lives of modern people (Andangsari et al, 2013). Social media provides a highly interactive platform for people to share, cocreate, discuss, and modify original content (Kaplan & Haenlein, 2010). Social media allows users to connect through information sharing on the home page, an important channel for people to create, share, and exchange information through online communities and interpersonal networks (Evans & Krauthammer, 2011; Joo et al, 2020). One of the most influential social media platforms in China, was considered the research brand. Brand experience mediates the relationship between customer motivation and engagement behavior

Methods

Results

Conclusion