The Effects of Brand Engagement in Social Media on Share of Wallet

Abstract

Customer engagement and share‐of‐wallet (SOW) are relatively new in the marketing literature, and academic research has only limitedly examined these concepts. This study presents five motivational drivers of customer brand engagement in social media and examines the nature of the relationship between these drivers and engagement. The moderation effect of consumer innovativeness on the relationship between engagement and SOW is also examined. Results suggest that community exerts the strongest positive effect on customer brand engagement and that such engagement positively influences SOW. The findings also indicate that consumer innovativeness strengthens the relationship between engagement and SOW. The findings also show that frequency of visits on the brand community site predict higher SOW. This study contributes to the understanding of customer brand engagement by describing how online brand community engagement and its antecedents drive SOW.