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dc.contributor.authorRabbanee, Fazlul
dc.contributor.authorRoy, Rajat
dc.contributor.authorSpence, Mark
dc.date.accessioned2020-07-30T05:24:54Z
dc.date.available2020-07-30T05:24:54Z
dc.date.issued2020
dc.identifier.citationRabbanee, F. and Roy, R. and Spence, M. 2020. Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency. European Journal of Marketing. 54 (6): pp. 1407-1431.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/80240
dc.identifier.doi10.1108/EJM-03-2018-0221
dc.description.abstract

This paper examines a chain of relationships running from self-congruity with a brand—that can stem from the actual, ideal or social self—to brand attachment, and from there to consumer engagement on social networking sites, specifically liking, sharing, and commenting. It further advances self-extension tendency as a moderator affecting the link between self-congruity and brand attachment. Two studies were conducted to test four hypotheses. Study one (n = 282) engaged a self-administered survey with students at a large Australian university. The second study (n = 342) was conducted amongst the members of an Australian online panel, and thus enhances generalizability. The findings reveal that activated self-congruity orientations are brand-specific. Both studies reveal that two of the three self-congruity orientations affect brand attachment, which in turn influences consumers’ proclivity to like, share, and comment on Facebook. Moreover, it has been found that when self-extension tendency is high, it strengthens the relationship between a self-congruity orientation and brand attachment. These findings extend existing theory in three ways: they show 1) social self-congruity affects brand attachment in online contexts, 2) brand attachment is a mediating variable affecting pro-brand social networking behaviours, and 3) self-extension tendency moderates the relationship between self-congruity and brand attachment. Social networking sites are widely acknowledged as a key marketing channel affecting both pre- and post-purchase behaviours; hence, these insights have theoretical as well as practical relevance.

dc.languageEnglish
dc.publisherEmerald
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subject1505 - Marketing
dc.titleFactors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency
dc.typeJournal Article
dcterms.source.volume54
dcterms.source.number6
dcterms.source.startPage1407
dcterms.source.endPage1431
dcterms.source.issn0309-0566
dcterms.source.titleEuropean Journal of Marketing
dc.date.updated2020-07-30T05:24:53Z
curtin.note

© 2020 The Authors. Published in European Journal of Marketing.

curtin.departmentSchool of Marketing
curtin.accessStatusOpen access
curtin.facultyFaculty of Business and Law
curtin.contributor.orcidRabbanee, Fazlul [0000-0002-8023-5074]
dcterms.source.eissn1758-7123
curtin.contributor.scopusauthoridRabbanee, Fazlul [55261306500]


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