From social capital to consumer engagement: the mediating role of consumer e-empowerment

Abstract

PurposeThis paper fulfills a prominent need to examine some overlooked predictors of consumer engagement in an online setting. This study aims to explore whether and how consumer e-empowerment mediates the influence of social capital (bonding and bridging) on consumer engagement with the Facebook brand page.Design/methodology/approachBased on an online questionnaire survey, data obtained from 369 Facebook users were analyzed by using structural equation modeling to empirically examine the proposed framework.FindingsResults support an influential mediating effect of consumer e-empowerment to the social capital -consumer engagement link. Specifically, the effect of both bridging and bonding social capitals on consumer engagement is partially mediated by consumer e-empowerment.Research limitations/implicationsThe social capital notion is powerful for managers, as it indicates significant results for the firm due to investments in social media brand pages. Such social capital transmutes into consumer engagement via consumer e-empowerment. Therefore, this paper provides a guideline for managers when investing in social media sites.Originality/valueThis paper fulfills an identified need to study how social capital may affect consumer engagement. The paper is a leading study in investigating the direct and indirect (via consumer e-empowerment) effects of bonding and bridging social capitals on consumer brand engagement.