Spanish Journal of Marketing - ESIC最新文献_第5页

Influence of corporate social responsibility and brand attitude on purchase intention 企业社会责任和品牌态度对购买意愿的影响

Spanish Journal of Marketing - ESIC Pub Date : 2023-02-09 DOI: 10.1108/sjme-12-2021-0224

H. A. Dimuthu, M. Arachchi, G. D. Samarasinghe

{"title":"Influence of corporate social responsibility and brand attitude on purchase intention","authors":"H. A. Dimuthu, M. Arachchi, G. D. Samarasinghe","doi":"10.1108/sjme-12-2021-0224","DOIUrl":"https://doi.org/10.1108/sjme-12-2021-0224","url":null,"abstract":"Purpose\u0000This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s attitude towards the brand and the moderating effect of their attitude towards CSR.\u0000\u0000Design/methodology/approach\u0000This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling.\u0000\u0000Findings\u0000Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention. Gen Y’s attitude towards CSR increases the impact of PCSR on brand attitude and purchase intention.\u0000\u0000Practical implications\u0000To multiply the effects of CSR and brand attitude, retail marketing managers can develop strategies that strengthen the links between awareness, knowledge, brand affection and purchase intent by encouraging Gen Y consumers to engage with the brand’s CSR strategy.\u0000\u0000Originality/value\u0000This study advances the literature on CSR and consumer behaviour by providing an integrated view of the hierarchy of effects model and a generational cohort perspective in predicting purchase intention.\u0000sponsabilidad social corporativa y la actitud hacia la marca en la intención de compra\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"74 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86309912","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 6

Consumer motivations for engaging with corporate social responsibility on social media 消费者在社交媒体上参与企业社会责任的动机

Spanish Journal of Marketing - ESIC Pub Date : 2023-02-09 DOI: 10.1108/sjme-05-2022-0106

C. Aguirre, Salvador Ruiz de Maya, Mariola Palazón Vidal, Augusto Rodríguez

{"title":"Consumer motivations for engaging with corporate social responsibility on social media","authors":"C. Aguirre, Salvador Ruiz de Maya, Mariola Palazón Vidal, Augusto Rodríguez","doi":"10.1108/sjme-05-2022-0106","DOIUrl":"https://doi.org/10.1108/sjme-05-2022-0106","url":null,"abstract":"Purpose\u0000This study aims to analyze consumer motivations to share information about corporate social responsibility (CSR) activities through electronic word of mouth. It examines the roles of self-enhancement, identity signaling and social bonding as antecedents of consumers’ CSR engagement on social media.\u0000\u0000Design/methodology/approach\u0000A quantitative approach is used with a single-factor between-subjects experimental design in which the presence vs absence of CSR information on a company website is manipulated. The hypotheses are tested through structural equation modeling.\u0000\u0000Findings\u0000Results show that after viewing the company’s CSR message on its website, consumers who generated more CSR associations were more motivated to engage with the CSR information to satisfy fundamental personality traits (need for self-enhancement) and social relationship motivations (social bonding), which increased their intention to share the information.\u0000\u0000Research limitations/implications\u0000This study is restricted to CSR information on websites. Further research should consider what happens if such information is shared on social media, as consumers are more likely to spread CSR messages when they are shared by other public social network sites.\u0000\u0000Practical implications\u0000The study highlights the relevance of including CSR information on websites and offers insights into the importance of considering consumers in disseminating CSR information. Consumers share information when they have personal motivation for doing so.\u0000\u0000Social implications\u0000This study put the focus on the role of consumers in the diffusion of corporate information.\u0000\u0000Originality/value\u0000The results show the importance of personal motivations such as self-enhancement and social bonding in sharing CSR information on social media.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"38 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87707906","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

How can brands become central in the consumers’ life? 品牌如何成为消费者生活的中心?

Spanish Journal of Marketing - ESIC Pub Date : 2023-02-01 DOI: 10.1108/sjme-05-2022-0094

Arnold Japutra, S. Loureiro, Shasha Wang, Haryani Primanti

{"title":"How can brands become central in the consumers’ life?","authors":"Arnold Japutra, S. Loureiro, Shasha Wang, Haryani Primanti","doi":"10.1108/sjme-05-2022-0094","DOIUrl":"https://doi.org/10.1108/sjme-05-2022-0094","url":null,"abstract":"Purpose Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry. Design/methodology/approach A survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data. Findings The study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality. Post hoc analysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality. Originality/value This study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"240 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89161585","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Antecedents and outcomes of brand pride: moderating role of narcissism 品牌自豪感的前因与结果:自恋的调节作用

Spanish Journal of Marketing - ESIC Pub Date : 2023-01-27 DOI: 10.1108/sjme-04-2022-0083

Subarna Nandy, Neena Sondhi, Himanshu Joshi

{"title":"Antecedents and outcomes of brand pride: moderating role of narcissism","authors":"Subarna Nandy, Neena Sondhi, Himanshu Joshi","doi":"10.1108/sjme-04-2022-0083","DOIUrl":"https://doi.org/10.1108/sjme-04-2022-0083","url":null,"abstract":"Purpose\u0000This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator.\u0000\u0000Design/methodology/approach\u0000Standardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists.\u0000\u0000Findings\u0000Results posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty.\u0000\u0000Research limitations/implications\u0000The study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison.\u0000\u0000Practical implications\u0000The role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability.\u0000\u0000Originality/value\u0000Validation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"19 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78690359","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The determinants of eco-fashion purchase intention and willingness to pay 生态时尚购买意愿和支付意愿的决定因素

Spanish Journal of Marketing - ESIC Pub Date : 2023-01-19 DOI: 10.1108/sjme-07-2022-0158

M. Farzin, H. Shababi, Golnoosh Shirchi Sasi, Marzieh Sadeghi, Rosha Makvandi

{"title":"The determinants of eco-fashion purchase intention and willingness to pay","authors":"M. Farzin, H. Shababi, Golnoosh Shirchi Sasi, Marzieh Sadeghi, Rosha Makvandi","doi":"10.1108/sjme-07-2022-0158","DOIUrl":"https://doi.org/10.1108/sjme-07-2022-0158","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine the effect of social influence, environmental concerns and altruism on consumer purchase intention of eco-fashion (PIEF). In addition, this study, exploring the essential behavioral outcomes influenced in marketing, seeks to deepen the existing insight in this area.\u0000\u0000\u0000Design/methodology/approach\u0000To obtain the required data, the authors surveyed a group of people with previous experience in the purchase of eco-friendly apparel. The research hypotheses were tested using the structural equation modeling technique.\u0000\u0000\u0000Findings\u0000According to the results, social influence had the most significant impact on PIEF. Also, environmental concerns and altruism had a significant effect on PIEF. The results further indicated that eco-fashion purchase intention, in turn, influenced consumer willingness to engage in eWOM and pay a price premium.\u0000\u0000\u0000Practical implications\u0000The results of the present study guide marketing practitioners for the segmentation of target consumers, as the information on consumers’ natural needs and desires in a socio-cultural context is of significant use to fashion managers to understand their customers deeply. This information also helps them discover better ways of designing their marketing campaigns.\u0000\u0000\u0000Originality/value\u0000This paper contributes to research by advancing an understanding of how consumers make eco-fashion consumption decisions in purchasing apparel and provides businesses with managerial insights into devising marketing strategies to promote eco-fashion consumption, which facilitates fashion companies’ development of a sustainable fashion supply chain.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"70 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74132288","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

The role of gamification, social, hedonic and utilitarian values on e-commerce adoption 游戏化、社交、享乐和功利价值观对电子商务采用的作用

Spanish Journal of Marketing - ESIC Pub Date : 2023-01-13 DOI: 10.1108/sjme-09-2022-0188

K. Kusumawardani, H. Widyanto, Jessica Eva Gloria Tambunan

{"title":"The role of gamification, social, hedonic and utilitarian values on e-commerce adoption","authors":"K. Kusumawardani, H. Widyanto, Jessica Eva Gloria Tambunan","doi":"10.1108/sjme-09-2022-0188","DOIUrl":"https://doi.org/10.1108/sjme-09-2022-0188","url":null,"abstract":"Purpose\u0000The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification context.\u0000\u0000Design/methodology/approach\u0000Using primary data from an online questionnaire, 219 users of e-commerce applications who played games on e-commerce platforms were gathered as the sample of the research and analysed using structural equation modelling.\u0000\u0000Findings\u0000The results showed that network exposure from gamification significantly influenced social influence, recognition and reciprocal benefit. However, only social influence and utilitarian shaped attitudes, leading to the intention to continue using the e-commerce platform and spread word of mouth. Recognition, reciprocal benefit and hedonic shopping motivation were not found to significantly influence attitude.\u0000\u0000Practical implications\u0000This study provides practical recommendations for e-commerce applications in implementing gamification into their platforms.\u0000\u0000Originality/value\u0000This study delivers a better understanding of the implementation of gamification in e-commerce by examining the in-game social interactions and the shopping behaviour in e-commerce to continue using the platform and spread the word of mouth about the gamification method.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"12 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75261382","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research 人工智能如何鼓励消费者分享他们的秘密?拟人化、个性化和隐私问题的作用以及未来研究的途径

Spanish Journal of Marketing - ESIC Pub Date : 2023-01-13 DOI: 10.1108/sjme-10-2022-0213

Bianca Kronemann, Hatice Kizgin, N. Rana, Yogesh K. Dwivedi

{"title":"How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research","authors":"Bianca Kronemann, Hatice Kizgin, N. Rana, Yogesh K. Dwivedi","doi":"10.1108/sjme-10-2022-0213","DOIUrl":"https://doi.org/10.1108/sjme-10-2022-0213","url":null,"abstract":"Purpose\u0000This paper aims to explore the overall research question “How can artificial intelligence (AI) influence consumer information disclosure?”. It considers how anthropomorphism of AI, personalisation and privacy concerns influence consumers’ attitudes and encourage disclosure of their private information.\u0000\u0000Design/methodology/approach\u0000This research draws upon the personalisation-privacy paradox (PPP) and privacy calculus theory (PCT) to address the research question and examine how AI can influence consumer information disclosure. It is proposed that anthropomorphism of AI and personalisation positively influence consumer attitudes and intentions to disclose personal information to a digital assistant, while privacy concerns negatively affect attitude and information disclosure.\u0000\u0000Findings\u0000This paper develops a conceptual model based on and presents seven research propositions (RPs) for future research.\u0000\u0000Originality/value\u0000Building upon PPP and PCT, this paper presents a view on the benefits and drawbacks of AI from a consumer perspective. This paper contributes to literature by critically reflecting upon on the question how consumer information disclosure is influenced by AI. In addition, seven RPs and future research areas are outlined in relation to privacy and consumer information disclosure in relation to AI.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"5 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82358072","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3

Analyzing the influence of celebrities’ emotional and rational brand posts 分析明星情感理性品牌微博的影响

Spanish Journal of Marketing - ESIC Pub Date : 2023-01-10 DOI: 10.1108/sjme-12-2021-0238

Arash Ahmadi, A. Taghipour, M. Fetscherin, Siriwan Ieamsom

{"title":"Analyzing the influence of celebrities’ emotional and rational brand posts","authors":"Arash Ahmadi, A. Taghipour, M. Fetscherin, Siriwan Ieamsom","doi":"10.1108/sjme-12-2021-0238","DOIUrl":"https://doi.org/10.1108/sjme-12-2021-0238","url":null,"abstract":"Purpose\u0000The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on users’ willingness to use offline word of mouth (WOM) and electronic WOM (eWOM). The research model also consists of product involvement as the moderator.\u0000\u0000\u0000Design/methodology/approach\u0000Based on the results of the pretest stages, the study included two stimuli, and respondents were presented with two different brand posts (i.e. two manipulated pictures and texts on the Instagram frame). A two-group comparison (positive emotional brand post vs negative rational brand post) between-subjects experiment (n = 214) was conducted.\u0000\u0000\u0000Findings\u0000The results indicate that WOM and eWOM are more affected by a celebrity’s emotional brand post than a celebrity’s rational brand post. Furthermore, both types of WOM are more affected through high product involvement enhanced by a celebrity’s rational brand post than through high product involvement boosted by a celebrity’s emotional brand post.\u0000\u0000\u0000Practical implications\u0000Managerial implications for social media marketing and Instagram celebrity-based branding are provided. Practical implications are also provided in the form of evidence of how the impacts of two different brand posts on positive offline WOM and eWOM are affected differently through the moderation of product involvement.\u0000\u0000\u0000Originality/value\u0000The research argues for theoretical implications for the marketing literature on celebrity endorsements. The study also tests one moderating effect on the relationship between brand post content and WOM and eWOM.","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"36 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78799271","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 4

Big data in tourism marketing: past research and future opportunities 旅游营销中的大数据:过去的研究与未来的机遇

Spanish Journal of Marketing - ESIC Pub Date : 2023-01-09 DOI: 10.1108/sjme-06-2022-0134

Sofía Blanco-Moreno, Ana M. González-Fernández, Pablo Muñoz-Gallego

{"title":"Big data in tourism marketing: past research and future opportunities","authors":"Sofía Blanco-Moreno, Ana M. González-Fernández, Pablo Muñoz-Gallego","doi":"10.1108/sjme-06-2022-0134","DOIUrl":"https://doi.org/10.1108/sjme-06-2022-0134","url":null,"abstract":"Purpose\u0000The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas have developed over a 27-year time period from 1996 to 2022. This study analyzed 1,152 studies to identify the principal thematic areas and emergent topics, principal theories used, predominant forms of analysis and the most productive authors in terms of research.\u0000\u0000Design/methodology/approach\u0000The articles for this research were all selected from the Web of Science database. A systematic and quantitative literature review was performed. This study used SciMAT software to extract indicators. Specifically, this study analyzed productivity and produced a science map.\u0000\u0000Findings\u0000The findings suggest that interest in this area has increased gradually. The outputs also reveal the innovative effort of industry in new technologies for developing models for tourism marketing. Ten research areas were identified: “destination marketing,” “mobility patterns,” “co-creation,” “gastronomy,” “sustainability,” “tourist behavior,” “market segmentation,” “artificial neural networks,” “pricing” and “tourist satisfaction.”\u0000\u0000Originality/value\u0000This work is unique in proposing an agenda for future research into tourism marketing research with new technologies such as BD and artificial intelligence techniques. In addition, the results presented here fill the current gap in the research since while there have been literature reviews covering tourism with BD or marketing, these areas have not been studied as a whole.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"19 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82856849","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 5

Engaging consumers via online brand communities to achieve brand love and positive recommendations 通过在线品牌社区吸引消费者，获得品牌喜爱和积极的推荐

Spanish Journal of Marketing - ESIC Pub Date : 2022-11-24 DOI: 10.1108/sjme-07-2022-0160

Mandakini Paruthi, Harsandaldeep Kaur, J. Islam, Aaleya Rasool, George Thomas

{"title":"Engaging consumers via online brand communities to achieve brand love and positive recommendations","authors":"Mandakini Paruthi, Harsandaldeep Kaur, J. Islam, Aaleya Rasool, George Thomas","doi":"10.1108/sjme-07-2022-0160","DOIUrl":"https://doi.org/10.1108/sjme-07-2022-0160","url":null,"abstract":"Purpose\u0000This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and consumer community identification with brand love. Positive word of mouth is taken as an outcome variable.\u0000\u0000Design/methodology/approach\u0000To test the proposed relationships, data were collected from 580 social media-based brand community followers and analysed through structural equation modelling.\u0000\u0000Findings\u0000Results corroborate brand relationship quality and consumer community identification as critical drivers of consumer engagement on the online platforms. The results further reveal a positive association between consumer engagement and brand love which consequently foster positive word of mouth. The findings also corroborate the partial as well as full mediating role of consumer engagement on different proposed associations.\u0000\u0000Originality/value\u0000This study offers an in-depth insight of specific motivations to engage consumers in the virtual domain, make them adore their brands and spread a positive word. All of these outcomes are crucial in offering competitive advantages to firms. This study validates the relevance of consumer engagement interactions in contemporary firms’ relationship marketing strategies.\u0000","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":"22 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87800116","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 5