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Propensity to use smartbands to engage with brands and the moderating role of the bandwagon effect on satisfaction
Author(s) -
Oyedele Adesegun,
Goenner Emily
Publication year - 2020
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1900
Subject(s) - bandwagon effect , psychology , value (mathematics) , business , customer satisfaction , social psychology , marketing , advertising , computer science , machine learning
This study investigated factors that predict propensity to use smartbands to engage with brands. The study shows that the bandwagon effect moderates the relationship between self‐monitoring, personal attachment, ease of use, convenience value, and satisfaction with smartbands. Since the strong bandwagon effect diminishes the relationship between perceived ease of use and satisfaction levels, managers can take steps to moderate that relationship. As compared to previous customer engagement studies rooted in the traditional idea of personalized communication with consumers, such as customized emails and messages, this study underscores the importance of community engagement by studying the bandwagon effect to see how different customers respond to brand engagement through smartbands. Suggestions for managers are provided.