Park, Jee-Sun
(Dept. of Fashion Industry, Incheon National University)
,
Ha, Sejin
(Dept. of Retail, Hospitality, and Tourism Management, University of Tennessee)
This study develops and empirically tests a comprehensive model of consumers' brand page experiences that illuminates dynamics among perceived values (practical value, stimulation, enjoyment, and social identification), brand page engagement dimensions (cognitive engagement, affective engagement, an...
This study develops and empirically tests a comprehensive model of consumers' brand page experiences that illuminates dynamics among perceived values (practical value, stimulation, enjoyment, and social identification), brand page engagement dimensions (cognitive engagement, affective engagement, and behavioral engagement) and brand loyalty. An online survey was employed for data collection. We collected 358 usable responses for data analysis. Structural equation modeling results show that three dimensions of perceived values (practical value, perceived enjoyment, and social identification) positively affect brand engagement dimensions, while perceived stimulation affects affective engagement only. As for the roles of brand page engagement, affective and behavioral engagement positively influence brand loyalty. This study demonstrates how consumers' perceived values of brand page experience influence each dimension of brand page engagement and how each dimension has a different impact on brand loyalty. The results of this study provide substantive contributions to the consumers' brand page experience and engagement literature and brand page management on social media for developing brand loyalty.
This study develops and empirically tests a comprehensive model of consumers' brand page experiences that illuminates dynamics among perceived values (practical value, stimulation, enjoyment, and social identification), brand page engagement dimensions (cognitive engagement, affective engagement, and behavioral engagement) and brand loyalty. An online survey was employed for data collection. We collected 358 usable responses for data analysis. Structural equation modeling results show that three dimensions of perceived values (practical value, perceived enjoyment, and social identification) positively affect brand engagement dimensions, while perceived stimulation affects affective engagement only. As for the roles of brand page engagement, affective and behavioral engagement positively influence brand loyalty. This study demonstrates how consumers' perceived values of brand page experience influence each dimension of brand page engagement and how each dimension has a different impact on brand loyalty. The results of this study provide substantive contributions to the consumers' brand page experience and engagement literature and brand page management on social media for developing brand loyalty.
* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.
문제 정의
The results of this study make substantive contributions to the consumers' perceived brand page experience and engagement literature and brand page management on social media for developing brand loyalty.
This study specifically focuses on consumer engagement with brand pages on social media. Compared to the literature exploring consumer engagement with a brand as a focal object (Ahn & Back, 2018; Apenes Solem, 2016; J.
, offering makeup tutorials and customer reviews). By incorporating three dimensions of brand page engagement and the pragmatic and hedonic aspects of consumer perceptions of brand page experiences, this study demonstrates dynamic relationships of these factors.
가설 설정
001) yielding support for H4. H5 postulated the positive impact of brand page engagement on brand loyalty. The results revealed that brand loyalty was significantly influenced by affective (γ = .
제안 방법
By addressing these hedonic values in addition to practical values of user's brand page experiences, this study aims to examine whether consumers' perceived values in the brand page experience influence brand page engagement.
Therefore, this study develops and empirically tests a comprehensive model of consumers' brand page experiences that illuminates the dynamics among perceived values, brand page engagement dimensions and brand loyalty.
Moreover, while the literature on user interaction with technologies stresses that desirable users' interactive experiences with technologies come from hedonic user-object interaction qualities, which are crucial factors contributing to emotions and experiential outcomes (Hassenzahl, 2004; Hassenzahl & Tractinsky, 2006), little hedonic values were examined. To fill this gap in the literature, this study addresses multiple hedonic values that users experience during their interactions with brand pages. Specifically, this study addresses users' perceived stimulation, enjoyment, and social identification, which have been rarely explored by previous studies on user-technology interaction especially in the context of fashion/beauty brand page experiences.
, 2019; Jahn & Kunz, 2012). Base on the literature, this study employs four components of perceived values that users experience during their interaction with brand posts in brand pages: perceived practical value, perceived stimulation, perceived enjoyment, and perceived social identification.
The first part of the survey was designed to capture participants' perceptions of their brand page experience in terms of practical value, stimulation, enjoyment, and social identification.
While this study provides theoretical and practical implications, some limitations need to be considered. First, this study employed a convenience sample of Korean consumers who follow brand pages, which limits the generalization of the results of the current study. Thus, future research may focus on other subjects such as non-followers to better generalize the results.
Thus, future research may focus on other subjects such as non-followers to better generalize the results. Second, this study used self-reported data from respondents in assessing their perceptions of brand page experiences and brand page engagement. Since retrospective responses toward the brand page experiences and engagement may not fully represent respondents' experiences at the moment and unconscious responses toward them, further research incorporating different methodologies is needed.
All variables were measured using multi-item questions which were modified to fit the context of research – brand page on social media (Table 2).
Discrepancies were discussed and resolved between them. A cross-check was performed independently to ensure the accuracy of the translation.
CFA was first performed to validate our measurement model. After checking the quality of our measurement model, we then conducted SEM for hypothesis testing.
Along with the growing academic and practical interest in the topic of band page and engagement, this study contributes to the literature in two ways. First, the study highlights the importance of enhancing brand page engagement by showing its role in driving brand loyalty. In particular, in line with findings of previous literature on consumer engagement with a brand (Dessart et al.
, 2014), this study revealed that each dimension of consumer engagement with a brand page has a relatively different power, and that cognitive engagement does not have a significant effect on brand loyalty. Consistent with previous studies focusing on three dimensions of brand engagement (Dessart et al., 2019; Hollebeek et al., 2014), this study provides evidence that the relative importance of engagement dimensions is different in affecting brand loyalty in the context of brand page on social media. This suggests that engagement should be approached from the multi-dimensional concept, and further research is needed to explore the dynamics of engagement dimensions to enhance our understanding of brand page engagement.
Second, the study provides a new antecedent of brand page engagement to expand the engagement discourse in the context of brand pages on social media. Exhibiting 44.
대상 데이터
In order to collect data, this study employed an online survey administered by a professional panel provider, Embrain, in Korea. An online consumer panel was chosen to recruit participants because it warranted that they were web or mobile phone users having a fair chance to access social media.
이론/모형
All variables except for practical value and demographic information were assessed using 7-point Likert scales (1 = strongly disagree; 7 = strongly agree). Perceived practical value was measured on a 7-point scale with semantic differential items. The first part of the survey was designed to capture participants' perceptions of their brand page experience in terms of practical value, stimulation, enjoyment, and social identification.
성능/효과
Specifically, this study empirically tests how consumers' perceived values of brand page experience influence each dimension of consumer engagement and how each engagement dimension has a different impact on brand loyalty.
Second, the effect of perceived stimulation on affective engagement (γ = .17, t = 2.68, p<.01) was shown to be positive and significant.
Building upon the literature (Hassenzahl, 2004; Hassenzahl & Tractinsky, 2006), this study demonstrates that consumers' perceived values of brand page experience is multi-faceted, and the perceived enjoyment and social identification have more powerful impact on consumers' responses toward their brand page experiences. Specifically, the results revealed that perceived practical value, enjoyment, and social identification significantly influence cognitive, affective, and behavioral engagement with brand page, and perceived stimulation has a significant impact on affective engagement. In general, perceived enjoyment and social identification, compared to the perceived practical value, have a greater effect on cognitive and affective engagement.
Exhibiting 44.1%, 60.2%, and 60.1% of variances of cognitive, affective, and behavioral engagement, the study validates that the perceived values in the brand page experience is a strong and significant antecedent to each dimension of brand page engagement.
Fourth, as to H4 predicting a positive effect of perceived social identification on brand page engagement dimensions, results revealed the significant relationships of perceived social identification with cognitive (γ = .28, t = 4.20, p<.001), affective (γ = .25, t = 4.69, p<.001) and behavioral (γ = .29, t = 4.69, p<.001) yielding support for H4.
First, the results showed that perceived practical value had a significant impact on cognitive (γ = .12, t = 1.96, p<.05), affective (γ = .19, t = 3.77, p<.001), and behavioral engagement (γ = .35, t = 5.79, p<.001), supporting H1.
Second, SEM results show that the structural model fits the data well (χ2 = 487.24, df = 187, χ2 /df = 2.61, p<.001, CFI = .94, TLI = .92, IFI = .94, RMSEA = .06, SRMR = .06).
First, CFA revealed that our measurement model has an acceptable fit (χ2 = 406.23, df = 181, χ2 /df = 2.24, p<.001, CFI = .95, TLI = .94, IFI = .95, RMSEA = .06, SRMR = .04).
후속연구
, 2014), this study provides evidence that the relative importance of engagement dimensions is different in affecting brand loyalty in the context of brand page on social media. This suggests that engagement should be approached from the multi-dimensional concept, and further research is needed to explore the dynamics of engagement dimensions to enhance our understanding of brand page engagement. In addition, the finding on the insignificant effect of cognitive engagement on brand loyalty may explain that brand loyalty is influenced by relational and affective rather than cognitive factors.
Or, given some characteristics of this study which investigated cosmetic brand pages and young consumers (over 70% were 20s), it may imply that the young consumers are more attracted to affective and behavioral aspects of engagement in brand pages on social media for cosmetics than for other product categories. Further research is required to enhance our understanding of dynamics of engagement dimensions.
참고문헌 (122)
Agarwal, R., & Karahanna, E. (2000). Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694. doi:10.2307/3250951
Ahn, J., & Back, K.-J. (2018). Antecedents and consequences of customer brand engagement in integrated resorts. International Journal of Hospitality Management, 75, 144-152. doi:10.1016/j.ijhm.2018.05.020
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: evidence from European car clubs. Journal of Marketing, 69(3), 19-34. doi:10.1509/jmkg.69.3.19.66363
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. doi:10.1037/0033-2909.103.3.411
Apenes Solem, B. A. (2016). Influences of customer participation and customer brand engagement on brand loyalty. Journal of Consumer Marketing, 33(5), 332-342. doi:10.1108/JCM-04-2015-1390
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: an exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. doi:10.1002/mar.20761
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. doi:10.1086/209376
Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: scale development and validation. Journal of Business Research, 68(5), 978-985. doi:10.1016/j.jbusres.2014.09.035
Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287. doi:10.1108/JRIM-06-2016-0065
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: a framework for understanding consumers' relationships with companies. Journal of Marketing, 67(2), 76-88. doi: 10.1509/jmkg.67.2.76.18609
Bowden, J. (2009). Customer engagement: A framework for assessing customer-brand relationships: the case of the restaurant industry. Journal of Hospitality Marketing & Management, 18(6), 574-596. doi:10.1080/19368620903024983
Bowden, J. L.-H. (2009). The process of customer engagement: a conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74. doi:10.2753/MTP1069-6679170105
Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185-216. doi:10.1177/135910457000100301
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. doi:10.1177/1094670511411703
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: an exploratory analysis. Journal of Business Research, 66(1), 105-114. doi:10.1016/j.jbusres.2011.07.029
Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321-331. doi:10.1016/j.intmar.2009.07.002
Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: the role of psychological sense of brand community. Journal of Business Research, 61(4), 284-291. doi:10.1016/j.jbusres.2007.06.022
Carlson, J., Rahman, M. M., Taylor, A., & Voola, R. (2019). Feel the VIBE: examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services, 46, 149-162. doi:10.1016/j.jretconser.2017.10.002
Chang, E.-C., & Tseng, Y.-F. (2013). Research note: e-store image, perceived value and perceived risk. Journal of Business Research, 66(7), 864-870. doi:10.1016/j.jbusres.2011.06.012
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93. doi: 10.1509/jmkg.65.2.81.18255
Chia, S. C., Chay, Y. T., Cheong, P. K., Cheong, W. Y., & Lee, S. K. (2012). Building an integrated model to examine how peer influence mediates the effects of skin-lightening advertisements on college women in Singapore. International Journal of Advertising: The Review of Marketing Communications, 31(1), 189-211. doi:10.2501/IJA-31-1-189-211
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535. doi:10.1016/S0022-4359(01)00056-2
Chiu, C.-M., Wang, E. T. G., Fang, Y.-H., & Huang, H.-Y. (2014). Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114. doi:10.1111/j.1365-2575.2012.00407.x
Clement, J. (2020, March 18). Beauty and personal care e-commerce in the United States - Statistics & facts. Statista. Retrieved from https://www.statista.com/topics/2381/beauty-brands-on-social-media/
Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861. doi:10.1007/s13278-013-0098-8
Davis, F. D., Jr. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results (Unpublished doctoral dissertation). Massachusetts In stitute of Technology, Cambridge.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. doi:10.2307/249008
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132. doi: 10.1111/j.1559-1816.1992.tb00945.x
de Silva, T. M. (2019). Building relationships through customer engagement in Facebook brand pages. Marketing Intelligence & Planning. doi:10.1108/MIP-02-2019-0085
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. doi:10.1016/j.intmar.2012.01.003
Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management, 33(5-6), 375-399. doi:10.1080/0267257X.2017.1302975
Dessart, L., Aldas-Manzano, J., & Veloutsou, C. (2019). Unveiling heterogeneous engagement-based loyalty in brand communities. European Journal of Marketing, 53(9), 1854-1881. doi:10.1108/EJM-11-2017-0818
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42. doi:10.1108/JPBM-06-2014-0635
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management, 32(5-6), 399-426. doi:10.1080/0267257X.2015.1130738
Dholakia, U. M., Blazevic, V., Wiertz, C., & Algesheimer, R. (2009). Communal service delivery: how customers benefit from participation in firm-hosted virtual P3 communities. Journal of Service Research, 12(2), 208-226. doi:10.1177/1094670509338618
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. doi:10.1177/0092070394222001
Diefenbach, S., Kolb, N., & Hassenzahl, M. (2014). The 'hedonic' in human-computer interaction: history, contributions, and future research directions. Proceedings of the 2014 Conference on Designing interactive systems, Canada, 305-314. doi:10.1145/2598510.2598549
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277. doi: 10.1080/0965254X.2015.1095222
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: a framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213-2243. doi:10.1108/EJM-03-2017-0182
Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: an environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Eckstein, M. (2018, June 7). Social media engagement is the new social media marketing: how to do it well. Buffer. Retrieved https://buffer.com/library/social-media-engagement
Ellemers, N., Kortekaas, P., & Ouwerkerk, J. W. (1999). Self-categorisation, commitment to the group and group self-esteem as related but distinct aspects of social identity. European Journal of Social Psychology, 29(2-3), 371-389. doi:10.1002/(SICI)1099-0992(199903/05)29:2/3 3.0.CO;2-U
eMarketer. (2015, October 26). Increasing audience engagement key objective in social media marketing: Tactic effectiveness equally important. eMarketer. Retrieved from https://www.emarketer.com/Article/Increasing-Audience-Engagement-Key-Objective-Social-Media-Marketing/1013148
Fiore, A. M., Jin, H.-J., & Kim, J. (2005). For fun and profit: hedonic value from image interactivity and responses toward an online store. Psychology & Marketing, 22(8), 669-694. doi:10.1002/mar.20079
Fiore, A. M., Lee, S.-E., & Kunz, G. (2004). Individual differences, motivations, and willingness to use a mass customization option for fashion products. European Journal of Marketing, 38(7), 835-849. doi:10.1108/03090560410539276
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. doi:10.2307/3151312
Frank, B., Herbas Torrico, B., Enkawa, T., & Schvaneveldt, S. J. (2014). Affect versus cognition in the chain from perceived quality to customer loyalty: the roles of product beliefs and experience. Journal of Retailing, 90(4), 567-586. doi:10.1016/j.jretai.2014.08.001
Gomez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196-206. doi:10.1016/j.chb.2019.01.026
Gummerus, J., Liljander, V., Weman, E., & Pihlstrom, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877. doi:10.1108/01409171211256578
Gutierrez-Cillan, J., Camarero-Izquierdo, C., & Jose-Cabezudo, R. S. (2017). How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation. BRQ Business Research Quarterly, 20(4), 258-274. doi:10.1016/j.brq.2017.06.001
Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388-396. doi:10.1016/j.jbusres.2017.11.046
Hassenzahl, M. (2004). The thing and I: Understanding the relationship between user and product. In M. A. Blythe, K. Overbeeke, A. F. Monk, & P. C. Wright (Eds.), Funology: From usability to enjoyment (pp. 31-42). Dordrecht: Kluwer Academic Publishers.
Hassenzahl, M., & Tractinsky, N. (2006). User experience - a research agenda. Behaviour & Information Technology, 25(2), 91-97. doi:10.1080/01449290500330331
Helkkula, A., Kelleher, C., & Pihlstrom, M. (2012). Characterizing value as an experience: implications for service researchers and managers. Journal of Service Research, 15(1), 59-75. doi:10.1177/1094670511426897
Hirschman, E. C. (1984). Experience seeking: a subjectivist perspective of consumption. Journal of Business Research, 12(1), 115-136. doi:10.1016/0148-2963(84)90042-0
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. doi:10.1086/208906
Hollebeek, L. D., Conduit, J., & Brodie, R. J. (2016). Strategic drivers, anticipated and unanticipated outcomes of customer engagement. Journal of Marketing Management, 32(5-6), 393-398. doi:10.1080/0267257X.2016.1144360
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165. doi:10.1016/j.intmar.2013.12.002
Hsu, L.-C. (2019). Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages. Journal of Product & Brand Management. 29(1), 31-51. doi:10.1108/JPBM-07-2018-1930
Igbaria, M., Parasuraman, S., & Baroudi, J. J. (1996). A motivational model of microcomputer usage. Journal of Management Information Systems, 13(1), 127-143. doi:10.1080/07421222.1996.11518115
Influencer Marketing Hub. (2019, June 25). How social media is shaping the beauty industry (+5 social media strategies for beauty brands). Influencer Marketing Hub. Retrieved from https://influencermarketinghub.com/social-media-beauty-industry/
Ingham, J., Cadieux, J., & Berrada, A. M. (2015). e-Shopping acceptance: a qualitative and meta-analytic review. Information & Management, 52(1), 44-60. doi:10.1016/j.im.2014.10.002
Islam, J. U., & Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on Facebook brand communities: an empirical study. Journal of Internet Commerce, 15(1), 40-58. doi:10.1080/15332861.2015.1124008
Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361. doi:10.1108/09564231211248444
Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974-981. doi:10.1016/j.jbusres.2006.03.006
Kuo, Y.-F., & Feng, L.-H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management, 33(6), 948-962. doi:10.1016/j.ijinfomgt.2013.08.005
Kwak, K. T., Choi, S. K., & Lee, B. G. (2014). SNS flow, SNS selfdisclosure and post hoc interpersonal relations change: Focused on Korean Facebook user. Computers in Human Behavior, 31, 294-304. doi:10.1016/j.chb.2013.10.046
Labrecque, L. I. (2014). Fostering consumer-brand relationships in social media environments: the role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148. doi:10.1016/j.intmar.2013.12.003
Laroche, M., Habibi, M. R., Richard, M.-O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755-1767. doi:10.1016/j.chb.2012.04.016
Lin, C.-P., & Bhattacherjee, A. (2010). Extending technology usage models to interactive hedonic technologies: a theoretical model and empirical test. Information Systems Journal, 20(2), 163-181. doi:10.1111/j.1365-2575.2007.00265.x
Lin, K.-Y., & Lu, H.-P. (2011). Why people use social networking sites: an empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152-1161. doi:10.1016/j.chb.2010.12.009
Mattila, A. S., & Wirtz, J. (2008). The role of store environmental stimulation and social factors on impulse purchasing. Journal of Services Marketing, 22(7), 562-567. doi:10.1108/08876040810909686
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54. doi:10.1509/jmkg.66.1.38.18451
McGuire, W. J. (1974). Psychological motives and communication gratification. In J. G. Blumler & E. Katz (Eds), The uses of mass communications: Current perspectives on gratifications research (pp. 167-196). Beverly Hills, CA: Sage Publication.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA: The MIT Press.
Moghavvemi, S., Sharabati, M., Paramanathan, T., & Rahin, N. M. (2017). The impact of perceived enjoyment, perceived reciprocal benefits and knowledge power on students' knowledge sharing through Facebook. The International Journal of Management Education, 15(1), 1-12. doi:10.1016/j.ijme.2016.11.002
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919-925. doi:10.1016/j.jbusres.2009.05.014
Muniz Jr., A. M., & Schau, H. J. (2005). Religiosity in the abandoned Apple Newton brand community. Journal of Consumer Research, 31(4), 737-747. doi:10.1086/426607
Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42-62. doi:10.1002/dir.20077
Nemeth, C. J., & Ormiston, M. (2007). Creative idea generation: harmony versus stimulation. European Journal of Social Psychology, 37(3), 524-535. doi:10.1002/ejsp.373
O'Brien, H. L. (2010). The influence of hedonic and utilitarian motivations on user engagement: the case of online shopping experiences. Interacting with Computers, 22(5), 344-352. doi: 10.1016/j.intcom.2010.04.001
O'Brien, H. L. (2011). Exploring user engagement in online news interactions. Proceedings of the American Society for Information Science and Technology, 48(1), 1-10. doi:10.1002/meet.2011.14504801088
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33-44. doi:10.1177/00222429990634s105
Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10-11), 1160-1166. doi:10.1016/j.jbusres.2006.03.008
Paiz, K. (2020, May 6). 6 social media strategies to help beauty brands build communities. Curalate. Retrieved from https://www.curalate.com/blog/7-social-strategies-to-help-beautybrands-build-communities/
Peters, D., Calvo, R. A., & Ryan, R. M. (2018). Designing for motivation, engagement and wellbeing in digital experience. Frontiers in Psychology, 9:797. doi:10.3389/fpsyg.2018.00797
Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2019). Consumers' online brand-related activities (COBRAs) on SNS brand pages: an investigation of consuming, contributing and creating behaviours of SNS brand page followers. European Journal of Marketing, 53(9), 1833-1853. doi:10.1108/EJM-10-2017-0722
Pongpaew, W., Speece, M., & Tiangsoongnern, L. (2017). Social presence and customer brand engagement on Facebook brand pages. Journal of Product & Brand Management, 26(3), 262-281. doi:10.1108/JPBM-08-2015-0956
Roseman, I. J., & Smith, C. A. (2001). Appraisal theory: overview, assumptions, varieties, controversies. In K. R. Scherer, A. Schorr, & T. Johnstone (Eds.), Appraisal processes in emotion: Theory, methods, research (pp. 3-19). New York, NY: Oxford University Press.
Rothbard, N. P. (2001). Enriching or depleting? The dynamics of engagement in work and family roles. Administrative Science Quarterly, 46(4), 655-684. doi:10.2307/3094827
Schau, H. J., Muniz Jr., A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51. doi:10.1509/jmkg.73.5.30
Schaufeli, W. B., Martinez, I. M., Pinto, A. M., Salanova, M., & Bakker, A. B. (2002). Burnout and engagement in university students: a cross-national study. Journal of Cross-Cultural Psychology, 33(5), 464-481. doi:10.1177/0022022102033005003
Schreiner, M., Fischer, T., & Riedl, R. (2019). Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda. Electronic Commerce Research. doi:10.1007/s10660-019-09353-8
Shahbandeh, M. (2020, January 22). Cosmetics industry - Statistics & facts. Statista. Retrieved from https://www.statista.com/topics/3137/cosmetics-industry/
Shen, B., & Bissell, K. (2013). Social media, social me: a content analysis of beauty companies' use of Facebook in marketing and branding. Journal of Promotion Management, 19(5), 629-651. doi:10.1080/10496491.2013.829160
Shiau, W.-L., & Luo, M. M. (2013). Continuance intention of blog users: the impact of perceived enjoyment, habit, user involvement and blogging time. Behaviour & Information Technology, 32(6), 570-583. doi:10.1080/0144929X.2012.671851
Simon, C., Brexendorf, T. O., & Fassnacht, M. (2016). The impact of external social and internal personal forces on consumers' brand community engagement on Facebook. Journal of Product & Brand Management, 25(5), 409-423. doi:10.1108/JPBM-03-2015-0843
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). Enhancing customer relationships with retail service brands: the role of customer engagement. Journal of Service Management, 27(2), 170-193. doi:10.1108/JOSM-05-2015-0176
Steenkamp, J.-B. E., & Baumgartner, H. (1992). The role of optimum stimulation level in exploratory consumer behavior. Journal of Consumer Research, 19(3), 434-448. doi:10.1086/209313
Tafesse, W. (2016). An experiential model of consumer engagement in social media. Journal of Product & Brand Management, 25(5), 424-434. doi:10.1108/JPBM-05-2015-0879
Underwood, R., Bond, E., & Baer, R. (2001). Building service brands via social identity: lessons from the sports marketplace. Journal of Marketing Theory and Practice, 9(1), 1-13. doi: 10.1080/10696679.2001.11501881
Valentine, O. (2019, July 23). How social media is reshaping the beauty industry. GlobalWebIndex. Retrieved from https://blog.globalwebindex.com/chart-of-the-week/social-media-for-beauty-industry/
van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704. doi:10.2307/25148660
van der Sluis, F. (2013). When complexity becomes interesting: An inquiry into the information experience (Unpublished doctoral dissertation). University of Twente, Enschede.
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. doi:10.1177/1094670510375599
van Schaik, P., & Ling, J. (2011). An integrated model of interaction experience for information retrieval in a Web-based encyclopaedia. Interacting with Computers, 23(1), 18-32. doi: 10.1016/j.intcom.2010.07.002
Verhagen, T., Swen, E., Feldberg, F., & Merikivi, J. (2015). Benefitting from virtual customer environments: an empirical study of customer engagement. Computers in Human Behavior, 48, 340-357. doi:10.1016/j.chb.2015.01.061
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146. doi:10.2753/MTP1069-6679200201
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320. doi:10.1509/jmkr.40.3.310.19238
Wiertz, C., & de Ruyter, K. (2007). Beyond the call of duty: why customers contribute to firm-hosted commercial online communities. Organization Studies, 28(3), 347-376. doi:10.1177/0170840607076003
Wirtz, J., den Ambtman, A., Bloemer, J., Horvath, C., Ramaseshan, B., van de Klundert, J.,... Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management, 24(3), 223-244. doi:10.1108/09564231311326978
Wu, J., & Lu, X. (2013). Effects of extrinsic and intrinsic motivators on using utilitarian, hedonic, and dual-purposed information systems: A meta-analysis. Journal of the Association for Information Systems, 14(3), 153-191. doi:10.17705/1jais.00325
Zhang, M., Hu, M., Guo, L., & Liu, W. (2017). Understanding relationships among customer experience, engagement, and word-of-mouth intention on online brand communities: the perspective of service ecosystem. Internet Research, 27(4), 839-857. doi:10.1108/IntR-06-2016-0148
Zhao, H., Su, C., & Hua, Z. (2016). Investigating continuance intention to follow a brand micro-blog: perceived value and social identification. Information Development, 32(5), 1428-1441. doi:10.1177/0266666915602522
Zhou, Z., Wu, J. P., Zhang, Q., & Xu, S. (2013). Transforming visitors into members in online brand communities: evidence from China. Journal of Business Research, 66(12), 2438-2443. doi:10.1016/j.jbusres.2013.05.032
Zote, J. (2020, January 7). 55 critical social media statistics to fuel your 2020 strategy. Sprout Social. Retrieved from https://sproutsocial.com/insights/social-media-statistics/
※ AI-Helper는 부적절한 답변을 할 수 있습니다.