Abstract

The study aims to provide the concept of “holistic digital engagement” (HDE) in marketing and establish its psychological antecedents through brand identity, brand personality, and brand affect from the lens of social identity theory. Guided by the cross-sectional research design, the study conducts PLS-SEM analysis of 303 responses collected through a survey questionnaire. The respondents were selected through judgmental sampling design. The findings of the study indicate that brand personality, brand identity, and brand affect are the critical factors to form HDE. The mediating role of brand affect between brand identity and HDE also emerged significant in path modeling. The study advances a scholarly debate about HDE, its psychological antecedents, and how HDE differs from social media engagement (CBE). This research contributes to the emerging literature of engagement in marketing by filling a vacuum of empirical investigations on HDE from the social identity perspective. It is the first study that has established the psychological antecedents of HDE.

摘要

该研究旨在提供营销中“整体数字参与”（HDE）的概念，并从社会认同理论的角度通过品牌识别、品牌个性和品牌影响建立其心理前因。本研究以横断面研究设计为指导，对通过调查问卷收集的 303 份答复进行 PLS-SEM 分析。受访者是通过判断性抽样设计选择的。研究结果表明，品牌个性、品牌识别和品牌影响是形成 HDE 的关键因素。品牌影响在品牌识别和 HDE 之间的中介作用在路径建模中也出现显着。该研究推动了一场关于 HDE、其心理前因以及 HDE 与社交媒体参与 (CBE) 有何不同的学术辩论。本研究通过填补从社会认同角度对 HDE 进行实证研究的真空，为参与营销的新兴文献做出了贡献。这是第一个确定 HDE 心理前因的研究。