Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media

Abstract : Despite the considerable expansion of brand-hosted social media, it is still not clear whether and how brand-consumer social sharing contributes to virtual media engagement. Drawing on the theory of close relationships, this study provides a conceptualization of the gratifications that are derived from brand-consumer interactions, which is referred to as Brand-Consumer Social Sharing Value. Using a sample of brands' Facebook page users, this study validates a scale for measuring the construct, which comprises four dimensions: brand intimacy, brand individual recognition, brand influence, and brand community belonging. In addition, satisfaction and brand gratitude, seen as media-driven variables, are found to mediate the impact of Brand-Consumer Social Sharing Value on virtual media engagement. Most notably, the findings reveal that the contribution of the gratitude-based route is higher than the satisfaction-based route. Implications for further research on social media are discussed.
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https://hal-univ-bourgogne.archives-ouvertes.fr/hal-01867273
Contributeur : Crego - Université de Bourgogne <>
Soumis le : mardi 4 septembre 2018 - 10:59:06
Dernière modification le : lundi 8 avril 2019 - 19:01:24

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Françoise Simon, Vesselina Tossan. Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, Elsevier, 2018, 85, pp.175 - 184. ⟨https://www.sciencedirect.com/science/article/pii/S0148296317305532⟩. ⟨10.1016/j.jbusres.2017.12.050⟩. ⟨hal-01867273⟩

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