Examining the moderating effects of firm generated content on online social brand engagement

Osei-Frimpong, Kofi and McLean, Graeme (2017) Examining the moderating effects of firm generated content on online social brand engagement. In: 27th Annual RESER Conference. RESER, Milan.

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    Abstract

    This research furthers our understanding of the influence of social presence on social brand engagement (SBE) and the moderating effects of firm-generated content and consumer commitment. Employing a quantitative survey design, 738 consumers with prior experience in following brands on social media were randomly interviewed using online questionnaire. The findings suggest that social presence influence social brand engagement, however, this is significantly moderated by the firm-generated content and the consumers’ level of commitment in engaging with the brand. The findings provide insights into the potential role of SBE and social presence in advancing the broader understanding of brand relationship management, brand engagement and social media research.