Brand engagement in self‐concept and consumer engagement in social media: The role of the source

This three‐group between‐subjects experimental research investigates the extent to which consumer engagement with a social media branded post is directly affected by individuals’ tendency to incorporate brands as part of their self‐concept (BESC) and whether this relationship is moderated by individ...

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Bibliographic Details
Published inPsychology & marketing Vol. 37; no. 3; pp. 457 - 465
Main Authors Giakoumaki, Christina, Krepapa, Areti
Format Journal Article
LanguageEnglish
Published Hoboken Wiley Periodicals Inc 01.03.2020
Subjects
BESC
Between-subjects design
Brand preferences
consumer engagement
Instagram
luxury branding
self‐concept
social media
Social networks
source type
Online AccessGet full text
ISSN0742-6046
1520-6793
DOI10.1002/mar.21312

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Summary:This three‐group between‐subjects experimental research investigates the extent to which consumer engagement with a social media branded post is directly affected by individuals’ tendency to incorporate brands as part of their self‐concept (BESC) and whether this relationship is moderated by individuals’ exposure to three different post source types. Participants were exposed to one of three Instagram social media posts of a luxury brand, where the only manipulated factor was the type of source. Findings show that there is a positive relationship between BESC and post engagement. The study also shows that content source plays a moderating role in the relationship between BESC and post engagement, such that individuals with high BESC will engage significantly more with content posted by other users, compared with branded sources (brand, influencer).
Bibliography:This paper was presented at the 2019 INEKA Annual Conference in Verona, Italy.
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ISSN:0742-6046
1520-6793
DOI:10.1002/mar.21312