The role of involvement: Investigating the effect of brand's social media pages on consumer purchase intention |
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| Institution: | 1. College of Business and Economics, Department of Management and Marketing, Qatar University, Doha, Qatar;2. School of Management, Swansea University, Fabian Way, Swansea, SA1 8EN, UK;3. Amman College of Banking and Finance, Al-Balqa Applied University, Amman, Jordan;4. Department of Management Information Systems, Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia;5. Indian Institute of Foreign Trade, New Delhi, B-21, Qutab Institutional Area, New Delhi, 110016, India;1. School of Economics and Management, China University of Geosciences, Beijing, 100083, China;2. Key Laboratory of Carrying Capacity Assessment for Resource and Environment, Ministry of Natural Resources of the People’s Republic of China, Beijing, 100083, China;1. Brunel Business School, Brunel University London, UK;2. Department of Business Administration, Izmir Katip Celebi University, Izmir, Turkey;3. University College London Interaction Centre (UCLIC), University College London, UK;1. Griffith Business School, Griffith University, Australia;2. Business School, Sun Yat-sen University, Guangzhou, China |
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| Abstract: | This study examined the influence of consumer's brand familiarity and the information quality of social media content on their involvement with a brand on the brand's social media pages. Also studied were the influence of involvement on consumer's attitude towards the brand's social media page and the effect of their attitude on future purchase intention from the brand. The results indicated that both brand familiarity and information quality had significant effects on a consumer's involvement with a brand on its social media page, yet the brand's social media content had a greater influence on a consumer's involvement with the social media page. Further, involvement with a brand's social media led to a positive attitude towards the brand's social media page, which in turn influences future purchase intention from the brand. However, the involvement did not directly influence future purchase intention from the brand. The results suggest the significant importance of quality of social media content. |
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| Keywords: | Social media Brand familiarity Involvement Information quality Attitude Purchase intention |
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