Social media engagement

doesntLinkSocialMediaThis article published in the Journal of Marketing Management investigates individual-level antecedents and relational outcomes of social media engagement. Social media engagement approached in this study is a three-dimensional construct composed of affective, cognitive and
behavioural dimensions. The results show that product involvement, attitude towards the community and online interaction propensity all impact social media engagement. The study also reveals that high social media engagement increases brand relationships significantly, particularly affecting brand trust, commitment and loyalty. Additionally, community engagement appears as a precursor of brand engagement.

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