What keeps me engaging? A study of consumers' continuous social media brand engagement practices

Article


Osei-Frimpong, K., Otoo, B. A. A., McLean, G., Islam, N. and Soga, L. R. 2023. What keeps me engaging? A study of consumers' continuous social media brand engagement practices. Information Technology and People. 36 (6), pp. 2440-2468. https://doi.org/10.1108/ITP-11-2021-0850
AuthorsOsei-Frimpong, K., Otoo, B. A. A., McLean, G., Islam, N. and Soga, L. R.
Abstract

Purpose
This study examines some pertinent individual-level factors and consequences of consumers' continuous social media brand engagement (SMBE) practices. Further, this study examines the moderating effect of other-efficacy to deepen the understanding.

Design/methodology/approach
Online survey data collected from 785 respondents, through a convenience sampling technique on Facebook, was analyzed through structural equation (SEM) modeling with AMOS 23.0.

Findings
The findings suggest that compatibility with lifestyle, perceived information quality and escapism, which significantly drive consumers' continuous engagement with brands on social media. However, perceived enjoyment does not. Other-efficacy duly moderates consumers' continuous SMBE practices. While continuous SMBE significantly drives consumer-based brand equity (CBBE), continuous SMBE does not have any significant relationship with consumers' subjective well-being (SWB).

Research limitations/implications
This study reports robust findings on the effects of individual-level factors that drive consumers' continuous SMBE practices. However, the study only focused on Facebook brand pages. This is a limitation for generalizability of results because the research did not take a holistic view of all types of social media.

Practical implications
The research suggests a need for managers to project their brands and share relevant and stimulating information throughout their continuous SMBE with consumers to build strong consumer–brand relationships. Managers should also engage consumers with interesting social media messages as well as both informative and transformative creative strategies to excite them. This will further give consumers a reason to continuously interact with the brand on social media platforms.

Originality/value
This study is one of the very few works to tease out pertinent factors that drive consumers' continuous SMBE practices. The paper integrates the consumer-level factors and moderating effects of other-efficacy through the lens of Social Cognitive Theory (SCT) and Uses and Gratification Theory (UGT) to make a significant contribution to the SMBE literature.

Journal Information Technology and People
Journal citation36 (6), pp. 2440-2468
ISSN0959-3845
Year2023
PublisherEmerald Publishing Limited
Digital Object Identifier (DOI)https://doi.org/10.1108/ITP-11-2021-0850
Publication dates
Online31 Oct 2022
Print08 Sep 2023
Publication process dates
Deposited17 Nov 2023
Permalink -

https://repository.uel.ac.uk/item/8wy8y

  • 1
    total views
  • 0
    total downloads
  • 0
    views this month
  • 0
    downloads this month

Export as

Related outputs

Emotions and food waste behavior: Do habit and facilitating conditions matter?
Jabeen, F., Dhir, A., Islam, N., Talwar, S. and Papa, A. 2023. Emotions and food waste behavior: Do habit and facilitating conditions matter? Journal of Business Research. 155 (Art. 113356). https://doi.org/10.1016/j.jbusres.2022.113356
Is BlockChain Mining Profitable in the Long Run?
Islam, N., Marinakis, Y., Olson, S., White, R. and Walsh, S. 2023. Is BlockChain Mining Profitable in the Long Run? IEEE Transactions on Engineering Management. 70 (2), pp. 386-399. https://doi.org/10.1109/TEM.2020.3045774
Mobile Health Interventions for Cancer Care and Support: The Next Level of Digitalization in Healthcare
Tandon, A., Dhir, A. and Islam, N. 2023. Mobile Health Interventions for Cancer Care and Support: The Next Level of Digitalization in Healthcare. IEEE Transactions on Engineering Management. In Press. https://doi.org/10.1109/TEM.2023.3243724
Different strokes for different folks: Comparative analysis of 3D printing in large, medium and small firms
Dhir, A., Talwar, S., Islam, N., Alghafes, R. and Badghish, S. 2023. Different strokes for different folks: Comparative analysis of 3D printing in large, medium and small firms. Technovation. 125 (Art. 102792). https://doi.org/10.1016/j.technovation.2023.102792
Demystifying the Impact of Service Recovery Strategies: Evidence From Healthcare and Telecom Sectors
Shankar, A., Talwar, S., Islam, N., Alshibani, S. M. and Sharm, P. 2023. Demystifying the Impact of Service Recovery Strategies: Evidence From Healthcare and Telecom Sectors. IEEE Transactions on Engineering Management. In Press.
Resistance of multiple stakeholders to e-health innovations: Integration of fundamental insights and guiding research paths
Talwar, S., Dhir, A., Islam, N., Kaur, P. and Almusharraf, A. 2023. Resistance of multiple stakeholders to e-health innovations: Integration of fundamental insights and guiding research paths. Journal of Business Research. 166 (Art. 114135). https://doi.org/10.1016/j.jbusres.2023.114135
Investigating visibility affordance, knowledge transfer and employee agility performance. A study of enterprise social media
Pitafi, A. H., Rasheed, M. I., Islam, N. and Dhir, A. 2023. Investigating visibility affordance, knowledge transfer and employee agility performance. A study of enterprise social media. Technovation. 128 (Art.), p. 102874. https://doi.org/10.1016/j.technovation.2023.102874
Does digital transformation matter for operational risk exposure?
Uddin, M. H., Mollah, S., Islam, N. and Ali, M. H. 2023. Does digital transformation matter for operational risk exposure? Technological Forecasting and Social Change. 197 (Art. 122919). https://doi.org/10.1016/j.techfore.2023.122919
Emergency medical supplies scheduling during public health emergencies: algorithm design based on AI techniques
Xia, H., Sun, Z., Wang, Y., Zhang, Z., Kamal, M. M., Jasimuddin, S. M. and Islam, N. 2023. Emergency medical supplies scheduling during public health emergencies: algorithm design based on AI techniques. International Journal of Production Research. In Press. https://doi.org/10.1080/00207543.2023.2267680
Applying artificial intelligence in healthcare: lessons from the COVID-19 pandemic
Balasubramanian, S., Shukla, V., Islam, N. and Duong, L. 2023. Applying artificial intelligence in healthcare: lessons from the COVID-19 pandemic. International Journal of Production Research. In Press. https://doi.org/10.1080/00207543.2023.2263102
Resistance of multiple stakeholders to e-health innovations: Integration of fundamental insights and guiding research paths
Talwar, S., Dhir, A., Islam, N., Kaur, P. and Almusharraf, A. 2023. Resistance of multiple stakeholders to e-health innovations: Integration of fundamental insights and guiding research paths. Journal of Business Research. 166 (Art. 114135). https://doi.org/doi.org/10.1016/j.jbusres.2023.114135
Data sharing for business model innovation in platform ecosystems: From private data to public good
Kazantsev, N., Islam, N., Zwiegelaar, J., Brown, A. and Maull, R. 2023. Data sharing for business model innovation in platform ecosystems: From private data to public good. Technological Forecasting and Social Change. 192 (Art. 122515). https://doi.org/10.1016/j.techfore.2023.122515
Worker and workplace Artificial Intelligence (AI) coexistence: Emerging themes and research agenda
Zirar, A., Ali, S. I. and Islam, N. 2023. Worker and workplace Artificial Intelligence (AI) coexistence: Emerging themes and research agenda. Technovation. 124 (Art. 102747). https://doi.org/10.1016/j.technovation.2023.102747
Drivers of Sustainable Business Model Innovations: An Upper Echelon Theory Perspective
Dhir, A., Khan, S. J., Islam, N., Ractham, P. and Meenakshi, N. 2023. Drivers of Sustainable Business Model Innovations: An Upper Echelon Theory Perspective. Technological Forecasting and Social Change. 191 (Art. 122409). https://doi.org/10.1016/j.techfore.2023.122409
Theorizing the relationship between the digital economy and firm productivity: The idiosyncrasies of firm-specific contexts
Sun, Z., Zhao, L., Kaur, P., Islam, N. and Dhir, A. 2023. Theorizing the relationship between the digital economy and firm productivity: The idiosyncrasies of firm-specific contexts. Technological Forecasting and Social Change. 189 (Art. 122329). https://doi.org/10.1016/j.techfore.2023.122329