Understanding consumers’ social media engagement behaviour: an examination of the moderation effect of social media context

Cao, D. ORCID: 0000-0002-2614-3726, Meadows, M., Wong, D. and Xia, S., 2021. Understanding consumers’ social media engagement behaviour: an examination of the moderation effect of social media context. Journal of Business Research, 122, pp. 835-846. ISSN 0148-2963

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Abstract

Social media has become a norm for retailers seeking to engage actively with consumers. There is growing evidence that some consumers choose not to engage with social media marketing content and that the depth of consumer engagement varies across different social media. However, there is a lack of empirical research on contextual factors that may contribute to such differences. Moreover, the variation of social media engagement behaviours, namely, consumption, contribution, and creation is underexplored. Hence, we seek to understand the various levels of engagement behaviours that are influenced by key social media contextual factors, namely media richness and content trustworthiness. We analyse 721 survey responses using PLS-SEM. Results reveal significant effects of media context on engagement behaviours. This research contributes to the growing body of literature on social media engagement, in particular, understanding the impact of social media contextual factors on various engagement behaviours.

Item Type:	Journal article
Publication Title:	Journal of Business Research
Creators:	Cao, D., Meadows, M., Wong, D. and Xia, S.
Publisher:	Elsevier BV
Date:	January 2021
Volume:	122
ISSN:	0148-2963
Identifiers:	Number Type 10.1016/j.jbusres.2020.06.025 DOI 1592359 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Jeremy Silvester
Date Added:	27 Oct 2023 14:16
Last Modified:	27 Oct 2023 14:16
URI:	https://irep.ntu.ac.uk/id/eprint/50150

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