BRAND ENGAGEMENT IN SELF - CONCEPT: HOW AND WHEN CONSUMERS ENGAGE WITH A SOCIAL MEDIA POST?

Authors

  • Wanxiang Feng Faculty of Business Administration, University of Macao, China
  • Tung-Hu Tsai Alliance Manchester Business School, The University of Manchester, United Kingdom

Keywords:

consumer engagement, BESC, social media, preferred brands

Abstract

We examines the extent to which consumer engagement with a social media branded post is directly affected by individuals’ tendency to incorporate brands as part of their self?concept (BESC). Moreover we analyse whether individuals’ exposure to three different post source types moderates those relationship. The research confirms that consumers who scored higher on BESC, indicated higher levels of post engagement. A highly involved consumer will likely invest thoughts, emotions, and behaviors into their preferred brands.

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Published

2021-07-26

How to Cite

Feng, W., & Tsai, T.-H. (2021). BRAND ENGAGEMENT IN SELF - CONCEPT: HOW AND WHEN CONSUMERS ENGAGE WITH A SOCIAL MEDIA POST?. Accounting, Organization & Economics, 1(1), 91-102. Retrieved from https://fortunepublishing.org/index.php/aoe/article/view/50

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Articles