Social media brand engagement: Mobilised theories

Abstract

Social networks have become a powerful means of communication across the world and their extensive use has changed the way people communicate and interact online. Beyond the boundaries of personal communication, social networks are also redefining the way organisations reach their audiences and communicate with individuals, and are now an integral part of the strategies of almost every industry and service sector.

Consumer engagement through social networks has been the subject of much research in recent years, with practitioners and academics paying increasing attention to the concept, not least because of its potential influence on consumer behaviour. However, this concept is still at a relatively early stage of understanding. Understanding the determinants of engagement and its consequences can benefit businesses and could enrich a new research trend, namely social media brand engagement (SMBE).

This article explores the theoretical underpinnings of brand engagement, drawing on S-D logic, engagement theory, social exchange theory, social presence theory, value co-creation theory and use and gratification theory. The analysis also focuses on the multidimensional approach to engagement, which covers the cognitive, behavioural and affective dimensions.

Key words: Engagement, social networks, the theory of uses and gratifications, S-D logic.

Classification JEL : M3

Paper type : Theoretical Research