The Relationships Between Customer Brand Engagement in Social Media and Share of Wallet

Abstract

This chapter investigates the motivational drivers of customer brand engagement in social media and examines the nature of the relationships between these drivers and engagement, as well as the relationships between brand engagement and share-of-wallet. In addition, we tested the moderating effect of the frequency of social media visits on the relationship between engagement and share-of-wallet. The hypothesized relationships were analyzed using an online survey of 818 members of one Facebook brand community. The results suggested that community exerts the strongest positive effect on customer brand engagement and that customer brand engagement positively influences SOW. The findings also indicated that the frequency of visits strengthens the relationship between engagement and SOW. The primary recommendation is that we encourage brands to invest in fostering engagement in social media brand sites; specifically, we recommend that managers foster we-intentions and belongingness in their social media sites. In addition, managers should implement social media strategies that take into consideration the users’ visiting activity as it positively relates to share-of-wallet.