Retailers,don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel |
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| Institution: | 1. Royal Holloway University of London, UK;2. College of Management Mahidol University, Mahidol University, 69 Vibhavadi Rangsit Rd., Kwang Samsen Nai, Phaya Thai District, Bangkok, 10400, Thailand;3. Regent''s University London, UK;4. Cranfield University, UK;5. Canterbury Christ Church University, UK;6. King Mongkut''s Institute of Technology Ladkrabang, Thailand;1. Central Connecticut State University, 1615 Stanley St, New Britain, CT, 06050, USA;2. Concordia University, 1455 de Maissoneuve Blvd. Ouest, Montreal, QC, H3G 1M8, Canada;3. UNSW Business School, Sydney, Australia;1. University of North Carolina Wilmington, Cameron Hall – 240B, 4960 Cahill Drive, Wilmington, NC, 28403, USA;2. University of Toledo, Stranahan Hall - 3016, 2801 W. Bancroft St, Toledo, OH, 43606, USA;1. Pennsylvania State University at Harrisburg, 777 W. Harrisburg Pike, Middletown, PA, 17057, USA;2. Farmer School of Business, Miami University, 83 N Patterson Ave, Oxford, OH, 45056, USA;1. Department of Management – University of Turin, Turin, Italy;2. University of Lyon, UJML3, Iaelyon School of Management, Magellan, France;1. Departamento de Análisis Económico: Teoría Económica e Historia Económica, Universidad Autónoma de Madrid, 28049, Cantoblanco, Madrid, Spain;2. Centro de Investigación en Economía Digital (CIEDI), Universidad Autónoma de Madrid, 28049, Cantoblanco, Madrid, Spain;3. Departamento de Comercialización e Investigación de Mercados, Universidad de Granada, s/n Campus de Cartuja, 18071, Granada, Spain;1. College of Business, Tennessee Technological University, Cookeville, TN, 38505, USA;2. College of Business Administration, Inha University, 100, Inha-ro, Minchuhol?gu, Incheon, 22212, South Korea |
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| Abstract: | Effective interactions are essential for retail brands to progressively nudge consumers towards purchase. While social media provides the platform for brands to directly connect with consumers, it is critical that brands take privacy concerns seriously. This paper address common questions retailers ask: How do brands develop effective interactions with consumers on social media? Do consumer-brand interactions impact purchase intention? Does privacy matter? Through 541 UK participant responses and using social exchange theory, this research examines consumer-brand interactions on social media, focusing on how social media activities, attitudes towards social media advertising, and privacy, impact upon purchase intention. Our results show that brands must establish strong relationships through high-quality consumer-brand interactions to significantly raise purchase intentions, while also carefully managing consumers' privacy expectations. Effective privacy management positively mediates the link between social media and purchase intention but ignore privacy, and it becomes the Achilles heel of the relationship. |
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| Keywords: | Social media activities Retail brands Consumer-brand interaction Privacy concerns Advertising Social exchange theory |
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