Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Theses
    • View Item
    • espace Home
    • espace
    • Curtin Theses
    • View Item

    Does Social Media User Engagement Impact Brand Preference? Exploring the Interactive Roles of Self-Brand Congruence and Perceived Social Approval

    Onasanya Y 2019.pdf (1.208Mb)
    Access Status
    Open access
    Authors
    Onasanya, Yoyinsola Arinola
    Date
    2019
    Supervisor
    Piyush Sharma
    Fazlul Rabbanee
    Type
    Thesis
    Award
    MPhil
    
    Metadata
    Show full item record
    Faculty
    Business and Law
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/79106
    Collection
    • Curtin Theses
    Abstract

    This research study explores social media user engagement and its relationship with brand preference. Furthermore, the mediating role of social approval in this relationship and the moderating effect of consumers’ self- brand congruence on the association between social media user engagement and social approval are examined. Using an abductive approach, the hypotheses of this study are tested. The findings provide an insight into how consumers on social media platforms, develop their brand preferences.

    Related items

    Showing items related by title, author, creator and subject.

    • Drivers and Consequences of City Brand Love – Unravelling Tourists’ Love for Perth, WA
      Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)
      City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ role in the development and managing ...
    • Tiger Woods, Nike, and I are (Not) Best Friends: How Brand’s Sports Sponsorship in Social-Media Impacts Brand Consumer’s Congruity and Relationship Quality
      Do, H.; Ko, E.; Woodside, Arch (2015)
      This study examines the effects of brand’s sports sponsorship in social media on brand consumer’s congruity and brand relationship quality. The study included a survey of targeting consumers whose ages range between early ...
    • Consumer responses to covert advertising in social media
      Göbel, F.; Meyer, A.; Ramaseshan, Balasubramani; Bartsch, S. (2017)
      © 2017, © Emerald Publishing Limited. Purpose: The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context. ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.