- Title
- Driving consumer-brand engagement and co-creation by brand interactivity
- Creator
- Cheung, Man Lai; Pires, Guilherme D.; Rosenberger III, Philip J.; Jose de Oliveira, Mauro
- Relation
- Marketing Intelligence & Planning Vol. 38, Issue 4, p. 523-541
- Publisher Link
- http://dx.doi.org/10.1108/MIP-12-2018-0587
- Publisher
- Emerald Publishing
- Resource Type
- journal article
- Date
- 2020
- Description
- Purpose: This paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand. Design/methodology/approach: The theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM). Findings: Entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement. Research limitations/implications: The research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings. Practical implications: Marketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future. Originality/value: Examination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.
- Subject
- brand interactivity; engagement; co-creation; repurchase intention; social media; Brazil
- Identifier
- http://hdl.handle.net/1959.13/1443889
- Identifier
- uon:42133
- Identifier
- ISSN:0263-4503
- Language
- eng
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