Examining customer engagement and brand intimacy in social media context |
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Institution: | 1. The University of Western Australia, Australia;2. Charles Sturt University, Australia;3. Zayed University, United Arab Emirates;1. CREGO-UHA (EA 7317), University of Haute-Alsace, France;2. Le cnam, Département Management, Innovation, Prospective, Paris, France;1. Montpellier Business School, 2300 Avenue des Moulins, Montpellier, France;2. Department of Strategy & Management, Center for Service Innovation, NHH Norwegian School of Economics, Helleveien 30, Bergen, Norway |
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Abstract: | Customer engagement (CE) is critical for firms to cultivate and improve customer brand experience in the customer journey. However, few studies are available on the effects of customer-based driving forces on CE in a defined brand experience context. Given the multidimensional nature of CE, the interrelationships among CE dimensions and various dimensional effects on the customer–brand relationship, represented by brand intimacy, have not been thoroughly explored. To address these research gaps, this study explores three customer- and context-based forces that drive CE in social media contexts from a consumer’s perspective. CE is operationalized as a second-order construct consisting of three dimensions (i.e., consumption, contribution, and creation) to reflect its multifaceted nature. An online survey was used to collect data. The results suggest that customer-based forces, advice seeking, and self-image expression exert positive influences on behavioral CE dimensions. The effect of a context-based factor, that is, fashion involvement, is salient only when gender difference is integrated. Moreover, the three facets of behavioral CE affect brand intimacy to different extents. Brand intimacy is the most affected by creation followed by consumption. The research findings contribute to the literature on CE and brand intimacy and also offer practical insights on marketing communications and segmentation. |
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Keywords: | Customer engagement Social media Brand intimacy Advice seeking Self-image expression Fashion involvement |
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