Social media brand engagement: dimensions, drivers and consequences

Abstract

Purpose This paper aims to advance the current understanding of social media (SM) brand engagement. Specifically, it validates the dimensionality of SM brand engagement, examines its drivers and explores the impact of SM brand engagement on brand equity. Design/methodology/approach A survey was conducted with 433 Generation Y (Gen Y) SM users. Findings The study results validate SM brand engagement as a multidimensional construct comprising utilitarian, hedonic and social dimensions. Three categories of SM engagement antecedents were identified: social factors (social identity and tie-strength), user-based factors (service, product and price information, hedonic motives and prior experience with SM) and firm-generated information (personalized advertising, mass advertising, promotional offers and price information). Finally, SM brand engagement was positively related to brand equity. Research limitations/implications This study focused on Gen Y SM users in India. This study should be replicated in other contexts to establish the generalizability of the findings. Practical implications A better understanding of the dimensionality and drivers of SM brand engagement can help managers to enhance their SM strategies to build brand equity. Originality/value This is the first study to provide a comprehensive examination of the dimensions, drivers and consequences of SM brand engagement.