In the context of consumer-brand engagement, parasocial interaction is when a consumer feels a sense of connection and familiarity with a particular brand on social media. The social atmosphere of a social networking site (SNS) enables brand representatives, as a mediated persona, to engage in friendly interactions with consumers or followers of the brand SNS page.
Published in Chapter:
Deconstructing the Role of Consumer Engagement Within Social Media
Anaya Kumar (IMT-BS, LITEM, 91025, Université Paris-Saclay, France) and
Anuragini Shirish (IMT-BS, LITEM, 91025, Université Paris-Saclay, France)
Copyright: © 2023
|Pages: 21
DOI: 10.4018/978-1-6684-8574-3.ch015
Abstract
Social media marketing incorporated in the omnichannel has the ability to build and grow relationships with customers and develop a better understanding of their wants and needs. In order for businesses to capitalize on social media within the omnichannel, and enhance the brand experience, they need to drive consumer brand engagement (CBE). This study aims to consolidate variables from extant literature that would have a significant impact on CBE. These are parasocial interaction, perceived credibility and intent to create content, and analyze three outcomes of brand experiences from increased CBE: brand awareness, brand loyalty, and purchase intention. A survey was administered, and the data was analyzed using multiple and linear regressions, independent sample t-tests, and an ANOVA test. The findings from these tests are that the three motivators significantly affect CBE, some more than others. CBE has positive effects on the three predicted outcomes. This research expands consumer engagement literature and also provides marketers with practical recommendations.