A Framework for Antecedents and Consequences of Customer Engagement with Brand-Related Content on Social Media

Aboelnaga, R. M. A. A., Azer, J. and Sandikci Turkdogan, O. (2023) A Framework for Antecedents and Consequences of Customer Engagement with Brand-Related Content on Social Media. Frontiers in Service 2023, Maastricht, Netherlands, 15-18 June 2023.

Abstract

With the current breakthrough in technology and social media (SM) diffusion, customer engagement has become a strategic business factor with critical managerial implications on services firms’ performance. Nevertheless, the literature lacks an integrated framework of antecedents and consequences of CE in terms of brand-related content which is important for social media marketers of brands, products, and services. Moreover, to this date, there is a little understanding regarding customer online brand-related activities (COBRA) what different levels of intensity they show in their engagement and how such levels relate to various consequences to the firms. A systematic literature review (SLR) was conducted to gain in-depth insights for CE within social media context. A set of 191 studies were selected according to the inclusion criteria and synthesized. The findings offer new insights into conceptualizations, dimensions, antecedents and consequences of CE, specifically, COBRAs- which is the focus of this study. The findings of the SLR show that COBRAs are classified into three behaviours on a continuum of different levels of intensity from least to most (Consumption, Contribution and Creation), however, it is unclear what are their antecedents or consequences, or how they are interrelated. Antecedents and Consequences of CE were studied from a narrow perspective denoting lack of inclusiveness. Most of the studies focused on one type of antecedents underlying COBRAs which are the six Uses and Gratifications (U&G) motivations with some studies focusing on only some of them neglecting the others. In addition, some differ-ent antecedents that have been studied in relation to COBRAs were examined as a sole ante-cedent. Also, the effect of critical concepts (e.g., value congruity) on CE had been overlooked in terms of COBRAs, as well as other important factors. Moreover, most of the studies within the COBRAs perspective tended to focus more on the three CE dimensions disre-garding their impact on further outcomes, specifically for services firms. This study contributes to the CE literature with the first integrative framework of the key antecedents and consequences of CE with specific focus on brands, products, or services content on SM. This framework will be tested empirically using mixed methods design to inform service managers with significant marketing insights regarding the engagement intensity levels, how they interrelate and what consequences the firms should embrace with each. Practically, managers will be aware of which motivational factors they need to tap on in order to derive the desired level of CE as well as how each of the intensity levels of en-gagement would sequentially affect their brand’s performance.

• Item Type: Conference or Workshop Item
• Keywords: Brands, customer engagement, COBRAs, social media marketing
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Aboelnaga, Rana Mohamed Abdelazim Ahmed and Sandikci Turkdogan, Professor Ozlem and Azer, Dr Jaylan
• Authors: Aboelnaga, R. M. A. A., Azer, J., and Sandikci Turkdogan, O.
• College/School: College of Social Sciences; College of Social Sciences > Adam Smith Business School > Management
• Research Group: Marketing

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