원문정보
초록
영어
This study investigates the influence of consumer needs pertaining to brand social media pages on the consumer brand attachment formation process. We collected 278 valid responses from females who have experienced the food brands’ social media pages. Following the data analysis, we developed the results as follows. First, we examined the significant influence of attachment to brand social media page needs and socialization needs on consumer content consumption engagement and content contribution engagement on brand social media pages. Then we determined that consumer engagement significantly influenced consumer brand attachment. Finally, we found consumer consumption engagement exerted a significant mediation effect on the relationship between consumer needs and brand attachment. Based on the results, we outlined the potential theoretical and marketing strategy implications of this research.
목차
1. INTRODUCTION
2. THEORTETICAL BACKGROUND AND HYPOTHESESE DEVELOPMENT
2.1 Theoretical Background: Consumer Engagement Theory
2.2 Hypotheses Development
3. METHOD
3.1 Measurement Development
3.2 Data Collection and Sample Characteristics
3.3 Statistical Method
4. RESULTS
4.1 Measurement Model
4.2 Structural Model
4.3 Mediation Analysis
5. DISCUSSION
6. CONCLUSION
References