The Role of Brand Page Experiences on Consumer Engagement in Social Media

Abstract

This study develops and empirically tests a comprehensive model of consumers'' brand page experiences that illuminates dynamics among perceived values (practical value, stimulation, enjoyment, and social identification), brand page engagement dimensions (cognitive engagement, affective engagement, and behavioral engagement) and brand loyalty. An online survey was employed for data collection. We collected 358 usable responses for data analysis. Structural equation modeling results show that three dimensions of perceived values (practical value, perceived enjoyment, and social identification) positively affect brand engagement dimensions, while perceived stimulation affects affective engagement only. As for the roles of brand page engagement, affective and behavioral engagement positively influence brand loyalty. This study demonstrates how consumers'' perceived values of brand page experience influence each dimension of brand page engagement and how each dimension has a different impact on brand loyalty. The results of this study provide substantive contributions to the consumers'' brand page experience and engagement literature and brand page management on social media for developing brand loyalty.