Driving consumer brand engagement is essential for firms. With continual disruptions in traditional consumer brand communications and increased demand upon consumer attention and noise, firms utilize increased engagement to drive brand loyalty and resonance. However, mechanisms by which consumers engage with brands, particularly through social media, are less clear. This study sheds light on customer engagement by proposing a model that tests determinants influencing customers' engagement with a brand page as well as its contribution to future purchases and overall brand evaluation. This research supports that brand page post characteristics and content perceived by customers have positive impacts on attitudes and engagement. This research further validates and applies consumer brand engagement in the context of social media brand pages with multiple brands. I also raise the need for managers to treat attitudes toward the post and attitudes toward the brand differently.

推动消费者品牌参与对公司至关重要。随着传统消费者品牌传播的不断中断以及对消费者注意力和噪音的需求增加，公司利用增加的参与度来推动品牌忠诚度和共鸣。然而，消费者与品牌互动的机制，尤其是通过社交媒体，尚不清楚。本研究通过提出一个模型来测试影响客户参与品牌页面的决定因素及其对未来购买和整体品牌评估的贡献，从而阐明了客户参与度。这项研究支持品牌页面发布特征和客户感知的内容对态度和参与度有积极影响。这项研究进一步验证并应用了消费者品牌参与度在具有多个品牌的社交媒体品牌页面的背景下。我还提出管理者需要以不同的方式对待对职位的态度和对品牌的态度。