Consumer Engagement on Social Networking Sites: The Antecedents and Mediating Mechanism

Shizhen Bai, Yue Yin, Ye Wu, Justin Zuopeng Zhang, Yubing Yu, Sajjad M. Jasimuddin

Source Title: Journal of Organizational and End User Computing (JOEUC)34(1)

ISSN: 1546-2234|EISSN: 1546-5012|EISBN13: 9781799893240|DOI: 10.4018/JOEUC.307567

MLA

Bai, Shizhen, et al. "Consumer Engagement on Social Networking Sites: The Antecedents and Mediating Mechanism." JOEUC vol.34, no.1 2022: pp.1-20. http://doi.org/10.4018/JOEUC.307567

APA

Bai, S., Yin, Y., Wu, Y., Zhang, J. Z., Yu, Y., & Jasimuddin, S. M. (2022). Consumer Engagement on Social Networking Sites: The Antecedents and Mediating Mechanism. Journal of Organizational and End User Computing (JOEUC), 34(1), 1-20. http://doi.org/10.4018/JOEUC.307567

Chicago

Bai, Shizhen, et al. "Consumer Engagement on Social Networking Sites: The Antecedents and Mediating Mechanism," Journal of Organizational and End User Computing (JOEUC) 34, no.1: 1-20. http://doi.org/10.4018/JOEUC.307567

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Abstract

In spite the significance of consumer engagement that scholars have recognized, there is a gap in understanding the influencing factors of consumer social networking engagement behaviors. In the light of social identity theory, this study considered susceptibility to interpersonal influence (SIPI) and self-expressive brands (SEBs) on consumer social networking engagement behaviors. Data from our research demonstrated that SEBs and SIPI were positively related to brand attachment, which also impacted liking, sharing, and commenting on social networking sites (SNS). In addition, brand attachment played a positive mediating role among SEB, SIPI, and consumer engagement on SNS. The research explores the factors affecting consumer engagement on SNS with a new insight and guides brand managers to seek efficient ways to drive consumers to engage on online social networks.