Purpose

This study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value).

Design/methodology/approach

Data were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model.

Findings

Findings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value.

Research limitations/implications

This study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media.

Practical implications

These findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships.

Originality/value

Based on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.

中文翻译：

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检查社交媒体品牌参与的驱动因素和结果

目的

本研究实证检验了消费者社交媒体品牌参与 (SMBE) 的一组驱动因素（即社交媒体参与、自品牌一致性、企业形象和关系年龄），这些驱动因素随后会影响消费者结果（即消费者满意度、品牌信任和感知价值）。

设计/方法/方法

数据是通过对 340 名社交媒体用户的自我管理在线调查收集的。结构方程模型被用来测试概念模型。

发现

研究结果表明，社交媒体参与、自我品牌一致性和企业形象是 SMBE 的重要驱动因素，而关系年龄则不是。SMBE 随后会影响消费者满意度、品牌信任度和感知价值。

研究限制/影响

本研究包含与横断面研究相关的一些局限性。它不调查消费者通过使用社交媒体与其他实体（例如其他商业品牌）的互动。

实际影响

这些发现要求营销经理和社交媒体品牌经理关注并投资于 SMBE 的重要驱动因素。他们还提供了有关增强 SMBE 以加强消费者与品牌关系的见解。

原创性/价值

基于消费者品牌关系营销和品牌消费者心理，本研究调查了与品牌相关的关系驱动因素和 SMBE 的结果，从而加深了对数字环境中消费者参与的理解。