What keeps me engaging? Examining drivers and consequences of consumers' continuous engagement with brands on social media

Osei-Frimpong, K., Otoo, B. A. and Soga, L. ORCID: https://orcid.org/0000-0002-5471-9673 (2022) What keeps me engaging? Examining drivers and consequences of consumers' continuous engagement with brands on social media. In: Amidu, M. (ed.) Sustainable Development Beyond Aid: The Focus for Africa?: 22nd Academy of African Business and Development Conference. Confidence in Africa’s Future. Academy of African Business and Development, pp. 315-328.

Abstract/Summary

This study provides insights to deepen our understanding by examining some pertinent individual-level factors and consequences of consumers’ continuous social media brand engagement (SMBE) practices. Further, the moderating effect of other-efficacy is examined. It does so through an online quantitative survey design, data collected from 785 respondents through a convenience sampling technique on Facebook are analyzed through structural equation modelling using AMOS 23.0. The findings suggest that compatibility with lifestyle, perceived information quality, and escapism influence their continuous engagement with brands on social media, while perceived enjoyment does not. Other-efficacy duly moderates consumers’ continuous SMBE practices. While SMBE significantly influences consumer-based brand equity, it does not have any significant relationship on consumers’ subjective wellbeing. The paper integrates the consumer-level influencing factors and moderating effects of Other-efficacy through the lens of Social Cognitive Theory and Uses and Gratification Theory, and makes a significant contribution to the SMBE literature.

Item Type	Book or Report Section
URI	https://reading-clone.eprints-hosting.org/id/eprint/105205
Item Type	Book or Report Section
Refereed	Yes
Divisions	Henley Business School > Leadership, Organisations and Behaviour
Publisher	Academy of African Business and Development
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