The relationship between brand Facebook page characteristics, perceived value, and customer engagement behavior: An application of Stimulus-Organism-Response (S-O-R)

Wajeeha Aslam,Iviane De Luna

doi:10.7819/rbgn.v23i1.4092

Wajeeha Aslam, Iviane De Luna

Open Access

https://doi.org/10.7819/rbgn.v23i1.4092

Copy DOI

Abstract

Purpose – With the advancement of technology and increased use of social media, brands have become part of the virtual world and try to grab customers’ attention. Brand pages enable the consumer to voluntarily participate in providing feedback and ideas and to collaborate with others . T his adds value to the firm. This research explores which characteristics help clothing brands to influence consumers in to responding in the form of feedback, collaboration, and mobilization. Design/methodology/approach – D ata were collected from 250 respondents who had purchased their favorite clothing brand in the last four months , using five-point Likert scale questionnaires. Partial least square s structural equation model ing (PLS-SEM) was used to analyze the data . Findings – The results indicate that content quality leads to brand learning values and hedonic values. C ustomer contact quality only affects brand learning value. Both hedonic and brand learning value s induce customer engagement behaviors. Originality/value – This study provides useful insights for clothing brand web page managers related to customer engagement in social media. The study extends the concept of customer engagement behavior (CEB) by incorporating consumer “mobilizing behavior” as an additional element of CEB.

Highlights

The number of internet users surpassed 4.54 billion in January 2020, i.e. 59% of the world population (Statista, 2020), and among them, 92% of users access the internet through mobile devices (We are social, 2020)
The contact quality (CQ) construct was adapted from Carlson et al (2018) and Zhang et al (2015); customer contact quality (CCQ) was adapted from Carlson et al (2018) and O’Cass & Carlson (2012); brand learning value (BLV) was adapted from Alnawas & Aburub (2016) and Carlson et al (2018); hedonic value (HV) was adapted from Alnawas & Aburub (2016) and Carlson et al (2018); feedback intention (FI) was adapted from Carlson et al (2018); collaboration intention (CI) was adapted from Carlson et al (2018), Fang, Zhao, Wen, & Wang (2017), and Shi et al (2016); and, mobilizing intention was adapted from Roy et al (2018)
Supported Supported Supported Rejected Supported Supported confirm that the main factor for customer engagement behavior is hedonic value (p

Summary

Introduction

The number of internet users surpassed 4.54 billion in January 2020, i.e. 59% of the world population (Statista, 2020), and among them, 92% of users access the internet through mobile devices (We are social, 2020). Firms can interact with customers as it enables two-way communication and encourages valuable customer participation to a greater extent than in the past (Hudson, Huang, Roth, & Madden, 2016; Mega Marketing, 2018). It is a modern mode of communication that accommodates customers’ interactions, collaboration, knowledge sharing, and information related to their preferences, in order to support brands (Alexander, Jaakkola, Brodie, & Hollebeek, 2015; Carlson et al, 2018; Gruner, Homburg, & Lukas, 2014; Tuten, 2008; Zhu, Chang, & Luo, 2016). Consumers on social media who share information and ideas are considered as active donors of information rather than passive receivers (Hollebeek, Srivastava, & Chen, 2016; Stewart & Pavlou, 2002)

Objectives

Methods

Results

Conclusion