Purpose

Brands have started investing heavily in their social media pages. Especially for banks having credence nature, the importance of engaging customers with the brand-related content on their social media pages has become a challenge. The present study explores the role of various characteristics of a brand's social media marketing efforts (SMME) and individual customer's general online social interaction propensity (GOSIP) on the customers' engagement/online brand-related activities (COBRAs). The subsequent effect of COBRAs on key banking outcomes such as satisfaction, trust and loyalty has also been evaluated. The moderating role of the customer–brand relationship length has also been evaluated.

Design/methodology/approach

A two-stage mixed-method approach was used for the data collection. Two focus group discussions were conducted for the preliminary stage, which resulted in identifying five Indian banking brands as stimuli for further study. For the main study, an online survey link was shared with the members of the stimuli banking brands' social media pages. A total of 552 useable responses were collected. After performing the exploratory factor analysis and common method bias tests, the collected data were analyzed using structural equation modeling and multi-group analysis.

Findings

The results of the present study have added all five characteristics (namely, entertainment, interaction, trendiness, customization and electronic word of mouth) of SMME and GOSIP as the key antecedents of the customers' engagement with brand content on social media pages or COBRAs. COBRAs have been found influencing the customers' satisfaction, but evidence of influence on the trust and loyalty has not been found. The length of the relationship between customers and the banking brand has been observed as an important moderator for the satisfaction–trust–loyalty relationship.

Originality/value

The present study has three unique contributions to the literature. Firstly, the study evaluates the role of customer-brand engagement on the banking brand's favorable outcomes such as satisfaction, trust and loyalty. Secondly, the exploration of the role of various social media marketing activities that can enhance customer–brand engagement. And finally, the study tests the moderating role of the customer–brand length of the relationship on the complete set of marketing activities–engagement–loyalty relationships.

中文翻译：

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在银行品牌的背景下探索眼镜蛇、其前因和后果

目的

品牌已开始在其社交媒体页面上进行大量投资。特别是对于具有信用性质的银行而言，在其社交媒体页面上让客户参与品牌相关内容的重要性已成为一项挑战。本研究探讨了品牌社交媒体营销努力 (SMME) 和个人客户的一般在线社交互动倾向 (GOSIP) 的各种特征对客户参与/在线品牌相关活动 (COBRA) 的作用。还评估了 COBRA 对关键银行业务成果（如满意度、信任度和忠诚度）的后续影响。还评估了客户-品牌关系长度的调节作用。

设计/方法/方法

数据收集采用两阶段混合方法。初步阶段进行了两次焦点小组讨论，最终确定了五个印度银行品牌作为进一步研究的刺激因素。在主要研究中，与刺激银行品牌社交媒体页面的成员共享了一个在线调查链接。总共收集了 552 个可用的响应。在进行探索性因素分析和共同方法偏差测试后，使用结构方程模型和多组分析对收集的数据进行分析。

发现

本研究的结果添加了 SMME 和 GOSIP 的所有五个特征（即娱乐性、互动性、时尚性、定制化和电子口碑），作为客户在社交媒体页面或 COBRA 上参与品牌内容的关键前因。已经发现 COBRA 会影响客户的满意度，但尚未发现影响信任和忠诚度的证据。客户与银行品牌之间的关系长度被认为是满意度-信任-忠诚度关系的重要调节因素。

原创性/价值

本研究对文献有三个独特的贡献。首先，该研究评估了客户品牌参与对银行品牌的满意、信任和忠诚等有利结果的作用。其次，探索各种社交媒体营销活动可以增强客户-品牌参与度的作用。最后，该研究测试了客户-品牌关系长度对整套营销活动-参与-忠诚度关系的调节作用。