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• W2605668730 abstract "1. IntroductionSocial networking is a phenomenon that has grown rapidly in the last decade (Xevelonakis, 2012:99), and as such Social Networking Sites (SNS) such as Facebook, Twitter, LinkedIn, etc, have attracted tens of millions of users, many of whom have integrated these sites into their daily practices. These social media tools have globally influenced communications, interactions, and relationships for personal, business and organizational reasons. This has resulted in more and more brands to embrace the new media as another way to engage their consumers at a more or less personal level through virtual brand communities more especially SNS. Consumer engagement in SNS draws much attention of scholars and practitioners due to the fact that it facilitates a new way engaging with consumers through faster and spontaneous interactions between brands and consumers and also among consumers themselves (Ellison et al., 2007). SNS can therefore be used to create, sustain and develop new and existing relationships (Trusov et al., 2009).Consumer engagement as recent research topic (see Sashi, 2012:253; Malciute, 2012:1) has received considerable growing attention from among academicians, managers and practitioners. While recent academic and commercial studies have investigated the phenomenon of consumer engagement and social network sites (e.g. Marsden, 2010a), there is more need to conduct more research on consumer engagement in SNS. This is also supported by the calls for more research on the subject by the Marketing Science Institute (cited by Brodie, Bilijana Juric and Hollebeek, 2013; Malciute, 2012). This research attempts to fill existing knowledge gap in the literature by exploring consumer engagement in SNS.Although there seem to be a general agreement on some consequences of consumer engagement for example on brand loyalty (Brodie et al., 2013; Malciute, 2012; Bowden, 2009; Casalo, Flavian and Guinaliu, 2007; Shang, Chen and Liao, 2006; Vivek, Beatty and Morgan, 2012; Wirtz et al., 2013), there is a sharp disagreement on some other considered consequences of consumer engagement. For example Malciute (2012) considered satisfaction as an antecedent of consumer engagement, while Sashi (2012) and Brodie et al., (2013) considered it to be an outcome of consumer engagement. Malciute (2012) considered commitment as an antecedent of consumer engagement while Vivek et al., (2012) and Sashi (2012) considered it as a consequence of consumer engagement. Therefore, this disagreement in such a new field of research has prompted the researcher to conduct a further study to try to exactly determine the consequences of consumer engagement.The main objective of the study is to understand the consequences of consumer engagement among brands that maintain an online presence through social networking sites such as Facebook. Consumer engagement is a multi-dimensional construct. So this study views consumer engagement in terms of cognitive, emotional, and behavioral dimensions (Bowden 2009; van Doorn et al., 2010; Schaufeli et al., 2002:74). It further seeks to find out variables that are believed to be the consequences of the dimensions of consumer engagement In the literature, there are some seminal researches related to investigate the consequences of consumer engagement. Brand loyalty, satisfaction, commitment and trust are mostly aforementioned outcomes of consumer engagement. So this study intends to explore if cognitive, emotional and behavioral engagement in SNS affect brand loyalty, brand satisfaction, brand commitment and trust on brand.This study aims to broaden past study findings on consumer engagement and its consequences. In most studies conducted in the area of consumer engagement, both antecedents and consequences are considered. On the other hand, most studies consider engagement as a uni-dimensional construct. This study aims to broaden the theory by considering consumer engagement as a multi-dimension construct and also testing the effects of each dimension on the consequences of engagement. …" @default.
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• W2605668730 title "The Consequences of Consumer Engagement in Social Networking Sites" @default.
• W2605668730 doi "https://doi.org/10.20409/berj.2017.50" @default.
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