What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement

Article


Osei-Frimpong, K., McLean, G., Islam, N. and Otoo, B. A. 2022. What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement. Journal of Business Research. 146, pp. 288-307. https://doi.org/10.1016/j.jbusres.2022.03.057
AuthorsOsei-Frimpong, K., McLean, G., Islam, N. and Otoo, B. A.
Abstract

The social behavioral perspective is under-researched in the extant literature. This hinders the holistic understanding of social media brand engagement. This study examines the interplay of socio-psychological gratification variables (perceived homophily, perceived critical mass, and self-status seeking) and consumer values (personal, interpersonal, and fun) on consumer participation in social media brand engagement. The conceptual model in this study is situated on the principles of Uses and Gratifications, Critical Mass, Homophily, and Values theories. Based on an online survey of 713 Facebook users, we examine the model using structural equation modeling (with Amos 23.0). The analysis disclosed insights on the interplay of motivational factors that underlie social media brand engagement. Our findings suggest that socio-psychological gratification variables (perceived homophily, perceived critical mass, and self-status seeking) drive consumers’ engagement with brand pages and brand communities on social media. This relationship is strengthened by the consumer values. These insights serve as an important basis for researchers and practitioners to understand social media brand engagement and its outcomes.

JournalJournal of Business Research
Journal citation146, pp. 288-307
ISSN0148-2963
1873-7978
Year2022
PublisherElsevier
Publisher's version
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Anyone
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2022.03.057
Publication dates
Online02 Apr 2022
Publication process dates
Accepted19 Mar 2022
Deposited20 Mar 2024
Copyright holder© 2022, The Authors
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