Motivational drivers of behavioral online brand engagement in content consumption context : examining brand commitment and trust in online content as moderators
The Internet has become increasingly important for companies in recent years. However, online environment possesses many challenges for both managers and researchers. Moreover, it is not until recently engagement concept has begun to emerge in the marketing literature. However, it is known that engagement has a strong influence on many favorable customer outcomes. Thus, engagement is a fruitful research topic in online environment. The purpose of this explanatory study is to examine behavioral dimension of online brand engagement in context of content consumption. This study examines the effects of five motivational drivers (community, information, entertainment, identity, and remuneration) on behavioral online brand engagement. This relationship is further investigated through moderating effects of brand commitment and trust in online content. In addition, the impact of behavioral online brand engagement on brand purchase intention is examined. The study is conducted in tractor context. Quantitative approach is selected for this study. The data (N=819) is gathered through an online survey which is administrated in five languages (English, German, French, Polish, and Finnish). Based on the results of this study, the best predictors of behavioral online brand engagement are community, entertainment, and information which, however, are only weak predictors. Identity has no significant impact, whereas remuneration has a weak negative impact on behavioral online brand engagement. There is partial support only to two moderation hypotheses: when the relationship between identity and behavioral online brand engagement is concerned, there is a statistically significant difference between the low and high group regarding both moderators. However, both moderators act also as antecedents of behavioral online brand engagement. Consuming brand-related content online rather than offline also has a significant positive impact on brand purchase intention. In addition, frequency of consumption has a significant positive impact on behavioral online brand engagement thus supporting the participation-engagement dichotomy that is adopted in this research.
...
Muu nimeke
Examining brand commitment and trust in online content as moderatorsAsiasanat
Metadata
Näytä kaikki kuvailutiedotKokoelmat
- Pro gradu -tutkielmat [29495]
Samankaltainen aineisto
Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.
-
Online content consumption experiences as drivers of engagement behaviors and recommendation intention
Heino, Anna (2017)Internet ja sosiaalinen media ovat luoneet uusia tapoja yrityksille olla vuorovaikutuksessa nykyisten ja potentiaalisten asiakkaiden kanssa. Yritysten päättäjät ovat tietoisia sitoutuneiden asiakkaiden tuomista positiivisista ... -
A Context-Specific and Dualistic Examination of Consumer Behaviour in the Context of Digital Products: The Case of Purchasing Digital Music from Music Download Stores in Finland
Makkonen, Markus (Jyväskylän yliopisto, 2019)Although digital products have become an important part of the lives of many consumers, there are several gaps in our understanding of their consumption behaviour. In particular, there seems to be an urgent call for studies ... -
Impact of brand equity on purchase intent in sales promotion campaigns, with perceived value as the mediator
Shang, Yue (2023)People are surrounded by advertisements of promotional offers online, but the effectiveness of these offers remains doubtful. This study explores the mechanism on how brand equity, with its measures like brand awareness, ... -
Examining the antecedents and consequences of web brand experience
Konttinen, Joel (2019)Nykyiset innovaatiot sekä jatkuva digitalisaatio ovat muuttaneet kuluttajien ja brändien välistä suhdetta. Brändien verkkosivujen ja brändikokemusten rooli on saavuttanut merkittävää kiinnostusta tutkijoiden parissa, mutta ... -
Examining the influence of consumer-to-consumer eWOM source credibility on brand awareness, purchase intention, eWOM intention, and eWOM behavior in Facebook
Krasila, Henriikka (2021)Teknologian nopea kehitys on luonut tilaa uusille sosiaalisen median alustoille ja sosiaalisille verkostoille. Tämän seurauksena kuluttajista on tullut yhä aktiivisempia erilaisissa online-yhteisöissä. Toisin sanoen, he ...
Ellei toisin mainittu, julkisesti saatavilla olevia JYX-metatietoja (poislukien tiivistelmät) saa vapaasti uudelleenkäyttää CC0-lisenssillä.