Open AccessAntecedents and consequences of luxury brand engagement in social media
Author(s) -
Amélia Brandão,
Eva Pinho,
Paula Rodrigues
Publication year - 2019
Publication title -
spanish journal of marketing-esic
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.796
H-Index - 13
eISSN - 2444-9709
pISSN - 2444-9695
DOI - 10.1108/sjme-11-2018-0052
Subject(s) - affection , brand engagement , antecedent (behavioral psychology) , originality , psychology , structural equation modeling , social media , context (archaeology) , advertising , cognition , social psychology , business , political science , computer science , paleontology , machine learning , neuroscience , biology , creativity , law
Purpose The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and Activation) in luxury brand engagement on Facebook. Design/methodology/approach Data were collected through an online questionnaire completed by fans/followers of luxury brands’ Facebook pages. The empirical study was conducted using structural equation modelling. Findings Consumer Involvement has a positive impact on the three dimensions of CBE (Cognitive Processing, Affection and Activation). This leads to the conclusion that Activation and Affection have an impact both on Self-Brand Connection and on BUI. Moreover, it was found that Cognitive Processing impacts only on BUI. Practical implications The results identified the factors which brand managers should focus on to increase CBE on Facebook. Originality/value This study is a pioneer, as it extends the consumer engagement model to the social media context in a hedonic and conspicuous consumption category which includes luxury brand products.