Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts

Abstract

PurposeThe purpose of this study is to identify the customer perceptions of social media brand post characteristics that drive consumer engagement with the brand post. Furthermore, this study identifies the customer-brand relationship outcomes resulting from the behavioural engagement on social media.Design/methodology/approachAn online survey of 407 social media users was undertaken. Structural equation modelling was used to test all hypotheses.FindingsThe results indicated that consumers respond positively to interactive and/or novel posts. Furthermore, consumer engagement with brand posts positively influenced all customer-brand relationship facets including brand love and customer-brand identification.Originality/valueThis study contributes to closing the empirical gap in social media consumer engagement research by providing support for consumer perception of brand post’s characteristics as a significant factor triggering consumer engagement with the brand post. This study also provides evidence that consumer engagement with brand posts leads to customer-brand relationships.