Antecedents and consequences of customer engagement on Facebook: An attachment theory perspective

Hinson, R; Boateng, H; Renner, A; Kosiba, JPB

Antecedents and consequences of customer engagement on Facebook: An attachment theory perspective

Hinson, R Boateng, H

Renner, A Kosiba, JPB

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Publication Type:: Journal Article
Citation:: Journal of Research in Interactive Marketing, 2019, 13 (2), pp. 204 - 226
Issue Date:: 2019-06-10

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Field	Value	Language
dc.contributor.author	Hinson, R	en_US
dc.contributor.author	Boateng, H https://orcid.org/0000-0002-7949-5557	en_US
dc.contributor.author	Renner, A	en_US
dc.contributor.author	Kosiba, JPB	en_US
dc.date.issued	2019-06-10	en_US
dc.identifier.citation	Journal of Research in Interactive Marketing, 2019, 13 (2), pp. 204 - 226	en_US
dc.identifier.issn	2040-7122	en_US
dc.identifier.uri	http://hdl.handle.net/10453/134880
dc.description.abstract	© 2019, Emerald Publishing Limited. Purpose: Marketing researchers have usually studied consumers’ attachment to brands from an emotional bonding perspective. However, the purpose of this study is to show that attachment to objects is not only limited to bonding. Thus, the authors conceptualised the attachment theory from two perspectives: bonding-based and identity-based attachment. In addition, the study further seeks to identify the elements of each component and examine how these elements drive customer engagement on a brand’s Facebook page while assessing some consumer-related outcomes of customer engagement on Facebook. Design/methodology/approach: Using an online survey, the authors examined antecedents of customer engagement on Facebook and the outcomes of engagement behaviours among 649 respondents. Structural equation modelling was used in analysing the data. Findings: The results of the study show that consumers’ attachment to a brand drives them to engage the brand on the brand’s Facebook page. The results also show that the consumer engagement of brands on Facebook results in positive user-generated contents and consumer involvement. Practical implications: Managerially, the attachment theory provides value for marketers in terms of evaluating customer–brand relationships and how such a relationship can yield positive results. Originality/value: This study expands how the attachment theory has been conceptualised and applied in the marketing literature. The study shows that consumer attachment to brands is identity-based in addition to being bonding-based.	en_US
dc.relation.ispartof	Journal of Research in Interactive Marketing	en_US
dc.relation.isbasedon	10.1108/JRIM-04-2018-0059	en_US
dc.title	Antecedents and consequences of customer engagement on Facebook: An attachment theory perspective	en_US
dc.type	Journal Article
utslib.citation.volume	2	en_US
utslib.citation.volume	13	en_US
utslib.for	2001 Communication and Media Studies	en_US
utslib.for	1505 Marketing	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/IKM and Digital Studies Program
utslib.copyright.status	closed_access
pubs.issue	2	en_US
pubs.publication-status	Published	en_US
pubs.volume	13	en_US

Abstract:

© 2019, Emerald Publishing Limited. Purpose: Marketing researchers have usually studied consumers’ attachment to brands from an emotional bonding perspective. However, the purpose of this study is to show that attachment to objects is not only limited to bonding. Thus, the authors conceptualised the attachment theory from two perspectives: bonding-based and identity-based attachment. In addition, the study further seeks to identify the elements of each component and examine how these elements drive customer engagement on a brand’s Facebook page while assessing some consumer-related outcomes of customer engagement on Facebook. Design/methodology/approach: Using an online survey, the authors examined antecedents of customer engagement on Facebook and the outcomes of engagement behaviours among 649 respondents. Structural equation modelling was used in analysing the data. Findings: The results of the study show that consumers’ attachment to a brand drives them to engage the brand on the brand’s Facebook page. The results also show that the consumer engagement of brands on Facebook results in positive user-generated contents and consumer involvement. Practical implications: Managerially, the attachment theory provides value for marketers in terms of evaluating customer–brand relationships and how such a relationship can yield positive results. Originality/value: This study expands how the attachment theory has been conceptualised and applied in the marketing literature. The study shows that consumer attachment to brands is identity-based in addition to being bonding-based.

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http://hdl.handle.net/10453/134880