Propensity to use smartbands to engage with brands and the moderating role of the bandwagon effect on satisfaction

Abstract

AbstractThis study investigated factors that predict propensity to use smartbands to engage with brands. The study shows that the bandwagon effect moderates the relationship between self‐monitoring, personal attachment, ease of use, convenience value, and satisfaction with smartbands. Since the strong bandwagon effect diminishes the relationship between perceived ease of use and satisfaction levels, managers can take steps to moderate that relationship. As compared to previous customer engagement studies rooted in the traditional idea of personalized communication with consumers, such as customized emails and messages, this study underscores the importance of community engagement by studying the bandwagon effect to see how different customers respond to brand engagement through smartbands. Suggestions for managers are provided.