WHAT'S IN IT FOR ME? PERCEIVED VALUE OF MARKETING ACTIVITIES AS A DRIVER OF CONSUMER ENGAGEMENT ON SOCIAL NETWORK SITES

Social network sites (SNSs), social media platforms such as Facebook and Instagram that allow users to connect and interact with other users including brands, are transforming the way companies, both big and small, communicate and market to consumers. However, marketers indicate they lack the necess...

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Bibliographic Details
Published in:Marketing management journal 2022-10, Vol.32 (2), p.50-69
Main Authors: Gardner, Mary Jane, Hair, Joseph, Melancon, Joanna Phillips
Format: Article
Language:English
Subjects:
Brand loyalty
Consumers
Content analysis
Marketing
Marketing management
Social networks
Online Access:Get full text
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Summary:Social network sites (SNSs), social media platforms such as Facebook and Instagram that allow users to connect and interact with other users including brands, are transforming the way companies, both big and small, communicate and market to consumers. However, marketers indicate they lack the necessary understanding to successfully use SNSs as a marketing tool. The purpose of this study was to create a classification of SNS marketing activities and empirically test the role of perceived value (instrumental, experiential, and social value) as drivers of online consumer brand engagement with marketing activities. Results indicate marketing activities differentially effect instrumental, social, and experiential value perceptions. In turn, the type of perceived value influences engagement with the brand. This study furthers marketers' understanding of consumer responses to SNSs and provides a foundation from which effective social network strategies to maximize engagement and return on investment can be deployed by organizations.
ISSN:1534-973X
2329-9762