Um Modelo Integrativo do Engajamento do Consumidor com a Marca  nas Mídias Sociais

Maria Martins Rebouças Nery; Larissa Alves Sincorá; Marcelo Moll Brandão; Teresa Cristina Janes Carneiro

doi:10.5585/remark.v19i1.11345

Authors

Maria Martins Rebouças Nery Universidade Federal do Espírito Santo - UFES https://orcid.org/0000-0002-7112-0910
Larissa Alves Sincorá Universidade Federal do Espírito Santo - UFES https://orcid.org/0000-0002-6590-7637
Marcelo Moll Brandão Universidade Federal do Espírito Santo - UFES https://orcid.org/0000-0002-8593-734X
Teresa Cristina Janes Carneiro Universidade Federal do Espírito Santo - UFES https://orcid.org/0000-0001-9987-1460

DOI:

https://doi.org/10.5585/remark.v19i1.11345

Keywords:

Social Media, Consumer Brand Engagement, Motivations, Purchase Intention, Positive Online Word of Mouth

Abstract

Objective: The objective of this research was to propose an integrative model of consumer brand engagement in social media, with its antecedents and consequents, analyzing how engagement, together with positive online word of mouth, affect the purchase intention of the consumers in these environments.

Method: A survey directed towards social media users was developed. The researchers utilized Smart PLS-SEM 3.0 software to execute the validation tests of the measurement models and the proposed structural model.

Originality/Relevance: The research focused on the most recurring motivations in the literature on consumer brand engagement in social media, which are self-expression, socializing and obtaining information. Furthermore, we examined the role of positive online word of mouth, as a result and as a collaborator of consumer brand engagement for the purchase intention of consumers in those environments.

Results: The proposed theoretical hypotheses were confirmed which state that the motivations personal expression, socialization and obtaining information positively impact consumer brand engagement. It was found that consumer brand engagement influences positive online word of mouth and purchase intention. In addition, the results indicate that consumer brand engagement and positive online word of mouth may exert a mediating effect on the relationship between motivations and purchase intention.

Theoretical/methodological contributions: This work contributes to the theoretical development of consumer brand engagement in social media by empirically testing an integrative model that provides a better understanding of its process.

Managerial/social contributions: Managerially, the survey provides guidance for building strategies that lead to increased consumer brand engagement in social media, as well as online recommendation and brand purchase intent. Socially, the study highlights the new forms of individual relationships with the brand, due to the need to socialize with their peers, express their personality and obtain information through social media.

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Author Biographies

Maria Martins Rebouças Nery, Universidade Federal do Espírito Santo - UFES

Doutoranda pelo Programa de Pós-Graduação em Administração (PPGAdm) da Universidade Federal do Espírito Santo - UFES, Espírito Santo.

Larissa Alves Sincorá, Universidade Federal do Espírito Santo - UFES

Doutoranda pelo Programa de Pós-Graduação em Administração (PPGAdm) da Universidade Federal do Espírito Santo - UFES, Espírito Santo.

Marcelo Moll Brandão, Universidade Federal do Espírito Santo - UFES

Doutor em Administração pela Escola de Economia de São Paulo da Fundação Getulio Vargas - EAESP/FGV, São Paulo, (Brasil). Professor da Universidade Federal do Espírito Santo - UFES, Espírito Santo.

Teresa Cristina Janes Carneiro, Universidade Federal do Espírito Santo - UFES

Doutora em Administração pela Universidade Federal do Rio de Janeiro, Instituto COPPEAD/UFRJ. Pró-Reitora de Administração da Universidade Federal do Espírito Santo - UFES, Espírito Santo.

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