Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media |
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| Affiliation: | 1. Newcastle Business School, University of Newcastle, Australia, Level 3, University House, Corner King and Auckland Streets, Newcastle 2300, Australia;2. School of Management, Shandong University, 27 Shanda Nanlu, Jinan 250100, PR China;3. Gorilla 360, 780 Hunter St, Newcastle West, Australia;4. The University of Sydney Business School, The University of Sydney, Rm 4207, Abercombie Building, NSW 2006, Australia;1. Rutgers University, School of Business, 227 Penn St., Camden, NJ 08102, United States;2. Villanova University, 800 Lancaster Ave., Villanova, PA 19085, United States;1. The University of Western Australia, 35 Stirling Highway, Crawley, Perth 6009, Australia;2. IBS Business School, IFHE University, Dontanapally Village, Shankerpally Mandal, R.R. District, AP 500032, India;3. Ryder Research Professor and Professor of Marketing Florida International University;4. Newcastle Business School, The University of Newcastle, Cnr King and Auckland Street, Newcastle, NSW, Australia;5. Research School of Management, College of Business and Economics, Australian National University, Canberra, Australia;1. Griffith Business School, Griffith University, 170 Kessels Rd, Brisbane, QLD 4222, Australia;2. Marketing Department, Faculty of Business, Economics and Law, Auckland University of Technology, 120 Mayoral Drive, Auckland 1010, New Zealand;1. National Sun Yat-Sen University, Department of Business Management, 70 Lien-Hai Road, Kaohsiung 80424, Taiwan, ROC;2. School of Communication, Journalism and Marketing, Massey University, Private Bag 102904, North Shore, Albany, Auckland, New Zealand |
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| Abstract: | A critical issue for marketing managers is how best to orchestrate branded social media consumption experiences via mobile applications. This is important because in a mobile first world, these experiences are perceived to be valuable to consumers which in turn facilitate positive consumer behaviour toward the brand. So far, marketing literature offering managerial guidance on this issue remains limited. To this end, this study investigates for the first-time consumer perceptions of ‘Value-In-The-Brand-Page-Experience’ (VIBE), a multidimensional construct, in an emerging market setting of China. China represents an appropriate contextual condition to study given its high mobile penetration and its integration within consumer's lifestyle. This study further examines the impact of VIBE on customer satisfaction and customer engagement behaviours toward the brand via a survey of 714 Chinese consumers. The results substantiate the VIBE framework which contributes to the sparse conceptual development of value perceptions in mobile social media. Furthermore, it confirms the existence of a value–satisfaction–customer engagement behaviour chain. The findings are managerially relevant and focus on leveraging the components of VIBE. These components act as key mechanisms for unlocking customer satisfaction and customer engagement behaviours for brands in the domain of mobile social media. |
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| Keywords: | Customer perceived value Customer engagement behaviour Brands Mobile technology Social media Customer experience China |
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