This study focuses on social media brand engagement in the context of shared and collaborative consumption businesses, a novel trend in the hospitality industry. By drawing on the concept of brands being defined collectively through an assemblage of heterogonous human and nonhuman actors, and focusing on the brand Airbnb—a peer-to-peer online platform for renting, swapping, and lending accommodations—the current study examines how consumers’ perceptions of Airbnb brand equity mediate the relationship between functional and hedonic brand image and social media behavioral engagement in terms of consumption, contribution, and creation of brand-related content (COBRAs). Results discriminate between direct and indirect effects. Findings reveal that hedonic brand image directly influences behavioral engagement on social media, whereas brand equity fully mediates the relationship between functional brand image and COBRAs. Implications for theory and practice related to shared or collaborative consumption platforms in the hospitality industry are discussed and suggestions for future studies are presented. This research paper provides conceptual and theoretical clarity on issues such as how consumers’ brand perceptions influence their behavioral engagement on social media.

中文翻译：

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协同消费背景下的社交媒体品牌参与：AIRBNB 案例

本研究侧重于共享和协作消费业务背景下的社交媒体品牌参与，这是酒店业的一种新趋势。通过利用不同的人类和非人类行为者的集合来共同定义品牌的概念，并专注于品牌 Airbnb——一个用于租赁、交换和出借住宿的点对点在线平台——当前的研究调查了消费者如何' 对 Airbnb 品牌资产的看法在品牌相关内容 (COBRA) 的消费、贡献和创建方面调节了功能性和享乐品牌形象与社交媒体行为参与之间的关系。结果区分直接和间接影响。调查结果表明，享乐品牌形象直接影响社交媒体上的行为参与，而品牌资产完全中介了功能性品牌形象和 COBRA 之间的关系。讨论了与酒店业共享或协作消费平台相关的理论和实践的意义，并提出了对未来研究的建议。这篇研究论文就诸如消费者的品牌认知如何影响他们在社交媒体上的行为参与等问题提供了概念和理论的清晰度。