The Influence of the Perceived Hedonic vs. Utilitarian Product Type on Consumers’ Brand Engagement on Social TV

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-05-06 DOI:10.1016/j.jbusres.2025.115257

Sahana (Shahana) Sen , Michele Gorgoglione , Umberto Panniello

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引用次数: 0

Abstract

The transformation of TV into a highly targeted and measurable medium, coupled with evolving consumer viewing behaviors, has led marketers to focus on brand engagement on social TV (STV). We present a conceptual framework for understanding how consumers engage about brands advertised on TV (CBE) on social media, and examine how their perception of the brand as hedonic (H) vs. utilitarian (U) influences their intention to engage (CIE) and the positive valence of this engagement sentiment (CES). We investigate the mediating roles of ad liking and personal ad relevance in this process. Through a field study, a survey, and two lab experiments, we demonstrate that hedonic brands elicit higher CIE and are more likely to generate positive eWOM (CES) on social media. Our results, confirming the causal relationship between perceived H vs. U product type and CBE, as well as the mediation effects, provide insights for both theoretical understanding of CBE on STV, and practical implications for marketing and advertising strategies.

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感知到的享乐型与功利型产品对消费者社交电视品牌参与的影响

电视转变为一种具有高度针对性和可测量性的媒介，再加上消费者观看行为的演变，导致营销人员将重点放在社交电视（STV）的品牌参与上。我们提出了一个概念框架，用于理解消费者如何在社交媒体上参与电视广告品牌（CBE），并研究他们对品牌的享乐主义(H)与功利主义(U)的看法如何影响他们的参与意愿（CIE）和这种参与情绪的积极效价（CES）。我们研究了广告喜好和个人广告相关性在这一过程中的中介作用。通过实地研究、调查和两个实验室实验，我们证明了享乐品牌在社交媒体上引发更高的CIE，更有可能产生积极的eWOM （CES）。我们的研究结果证实了感知H和U产品类型与CBE之间的因果关系，以及中介效应，为CBE对STV的理论理解和营销和广告策略的实践意义提供了见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.