Earticle

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

Abstract
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

키워드

저자

• Kyung-Wan Hong [ Associate Professor, Major in Tourism Management, College of Business Administration, Keimyung University, Daegu, Korea ]
• Hyeon-Cheol Kim [ Professor of Marketing, School of Business Administration, College of Business and Economics, Chung-Ang University, Seoul, Korea ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of Internet, Broadcasting and Communication

• 간기

  계간

• pISSN

  2288-4920

• eISSN

  2288-4939

• 수록기간

  2009~2025

• 십진분류

  KDC 326 DDC 380