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      Driving consumer–brand engagement and co-creation by brand interactivity

      , , ,
      Marketing Intelligence & Planning
      Emerald

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          Abstract

          Purpose

          This paper investigates the impact of brand interactivity within social media on consumer–brand engagement and its related outcomes, including consumers' intention of co-creating brand value and future repurchase of the same brand.

          Design/methodology/approach

          The theoretical framework is tested for a durable technology product, a smartphone. Data was collected in Brazil from 408 users utilizing a self-administered online survey. Data analysis uses partial least squares–structural equation modelling (PLS-SEM).

          Findings

          Entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity are the key elements directly influencing consumer–brand engagement, enhancing consumers' intention to co-create brand value and to repurchase the brand. Importantly, the impact of interactivity ease of use and customization interactivity on consumer–brand engagement and its related outcomes is non-significant. This is inconsistent with previous studies on consumer–brand engagement.

          Research limitations/implications

          The research contributes to the literature by providing an understanding of how to use brand interactivity elements on social-media platforms to strengthen consumer–brand engagement for durable technology products, such as smartphones in Brazil. However, this study is cross-sectional in nature and focus is solely on smartphones in Brazil. Future research might consider a longitudinal design and include comparisons between countries with diverse cultures as well as other industries and product types to enhance the generalizability of the findings.

          Practical implications

          Marketers may heighten consumer–brand engagement by using content that is entertaining, current and trendy. Incorporating positive referrals on social-media platforms encourages consumers to co-create brand value and to repurchase the same brand in the future.

          Originality/value

          Examination of the role of social-media marketing in the marketing literature largely overlooks the impact of elements of brand interactivity within social media on consumer–brand engagement. This article contributes to social-media marketing and consumer–brand engagement research by empirically testing a theoretical model, confirming that specific elements of brand interactivity within social media – including entertainment interactivity, cognitive information-transfer interaction and cognitive up-to-date information interactivity – are critical drivers in the process of strengthening consumer–brand engagement in Brazil.

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          Most cited references125

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          Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

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            Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology

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              Back-Translation for Cross-Cultural Research

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                Author and article information

                Contributors
                (View ORCID Profile)
                Journal
                Marketing Intelligence & Planning
                MIP
                Emerald
                0263-4503
                March 07 2020
                June 01 2020
                March 07 2020
                June 01 2020
                : 38
                : 4
                : 523-541
                Article
                10.1108/MIP-12-2018-0587
                3c36be79-4c9d-4ce4-8280-5032f3097ef3
                © 2020

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