Studying the Drivers of Consumer Behavioural Engagement With Social Media Brand-Related Content

Reham Shawky Ebrahim

doi:10.4018/ijcrmm.2022010106

Reham Shawky Ebrahim

Open Access

https://doi.org/10.4018/ijcrmm.2022010106

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Abstract

The actual behavioural engagement of consumers with social media brand-related content is measured by three activities; consumption, contribution and creation. This type of engagement is considered the true practical indicator of the success of brand presence on social media. The study aims to uncover the drivers of consumer behavioural engagement identified by the key characteristics of social media context. Accordingly, quality dimensions and perceived usefulness of the brand hosting media channel are adopted from the IT use and acceptance models. Data is collected using self-administrated questionnaire from a sample of 366 respondents in the UK. Structural Equation Modeling-V.26 was used to analyse the data. The results support the significant role of cognitive absorption in explaining how perceptions of social media quality dimensions are shaped to motivate consumer engagement behaviour. The findings enrich the extant literature of consumer engagement; additionally, several practical insights can be drawn related to the design of social media marketing strategy.

Highlights

Nowadays, the role of social media in building successful brands and leveraging its online marketing activities is growing
The findings enrich the extant literature of consumer engagement; several practical insights can be drawn related to the design of social media marketing strategy
The VARIMAX orthogonal rotation approach was used and the results revealed the loading of items on nine factors as shown in the Appendix B, the ten items measuring items consumer engagement with social media brand-related content (CESBC) were loaded on three factors composing its dimensions, Appendix C

Summary

Introduction

The role of social media in building successful brands and leveraging its online marketing activities is growing. Social media engagement is one of the most influential developments in brand management. With more than half of the world’s population, constituting some of 3.48 billion people are active users they spend on average 144 minutes daily, i.e., most of their working and personal time are on social media sites (SMS) (Smith, 2019; Veloutsou & Guzman, 2017). Consumers are experiencing a high level of engagement with brands on social media; managers are forced to support brand success and secure its presence on social media. Brand managers pursue social media users with brand fan pages on social media to interact, build long-term relationships and loyalty, which are used as a new avenue to gain competitive advantage.

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