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Marketing Letters

Erschienen in:

29.05.2020

Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices

verfasst von: Kunal Swani, Lauren I. Labrecque

Erschienen in: Marketing Letters | Ausgabe 2-3/2020

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Abstract

To enhance our understanding of consumer engagement with social media brand posts, this research explores the underlying mechanisms driving consumer engagement choices with branded social media posts. We posit and provide evidence that two underlying mechanisms—self-presentation and brand relationship connections—drive engagement choices. Three exploratory studies provide consistent evidence that these motivations impact consumers’ decisions to engage with brand posts and these motivations partially determine engagement choice (e.g., Like, Comment, Share, React). We find that (1) likes and reactions are primarily driven by brand relationship connections; (2) comments are driven by both brand relationship connections and self-presentation; and (3) shares are primarily driven by self-presentation.

Vorheriger Artikel Touch vs. click: how computer interfaces polarize consumers’ evaluations

Nächster Artikel Technical nomenclature, everyday language, and consumer inference

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Titel: Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices
verfasst von: Kunal Swani
Lauren I. Labrecque
Publikationsdatum: 29.05.2020
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 2-3/2020
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-020-09518-8

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