Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.
Media or Community? Impact of Interaction Content on Consumer Engagement with Brands in Social Media
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Digital/Online Advertising
Social Media
Abstract
Companies use social media to engage with consumers, and the content that firms create might influence consumer engagement with brands in various ways. Five studies demonstrate that compared with social bond–oriented content (i.e., information conveyed on a social level, to create connections with customers), function-oriented content (information that is helpful for increasing consumer knowledge about the product, brand, or company) prompts consumers to comment, due to its larger impact on brand prominence. Social bond–oriented content instead leads the brand–self distance closer, which drives consumers to forward more of this content. These findings offer insights into how social media tools might generate consumer engagement more effectively and also shed light on the drivers of word of mouth through social media.
First & Corresponding Author
Lei Liu, Central University of Economics and Finance
Authors in the order to be printed.
Lei Liu, Chunling Yu, Ping Zhao