TITLE:
Antecedents to Customer Engagement: Moderating Role of Media Richness of Brand Pages
AUTHORS:
Aditi Gosain, Mukta Srivastava, Deepanvita Gupta
KEYWORDS:
Brand Categories, Social Media Platforms, Customer Engagement, Brand Pages
JOURNAL NAME:
Theoretical Economics Letters,
Vol.9 No.7,
October
14,
2019
ABSTRACT: A key contributor to a brand’s strength is how well
its customers are engaged with the brand. With marketers spending huge amounts
of money on social media presence of their brands, it becomes vital to assess
how well this social media presence in the form of brand pages is able to generate customer
engagement. This study explores the characteristics of online brand pages and
examines how they impact customer engagement with the brands. We also examine the
moderating role of brand pages’ media richness in relationship with the
characteristics of the brand page and customer engagement. The conceptual model
proposed is evaluated using data from 479 survey responses towards 23 brand
pages. This study contributes to the literature on customer engagement by proposing a decomposition of
its dimensions and studying it in a system of conceptual relationships with its
antecedents.