The bright and dark sides of online customer engagement on brand love

Noel Yee Man Siu, Tracy Junfeng Zhang*, Raissa Sui-Ping Yeung

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

Abstract

Purpose: Drawing on conservation of resources theory, this study aims to investigate the impact of online customer engagement on brand love via dual mediating mechanisms, empowerment (bright side) and stress (dark side). The roles of perceived brand quality and extroversion as weakener and facilitator respectively on the dark side effect are also examined. Design/methodology/approach: An online survey is conducted, targeting people who have experience in participating in online engagement activities. The dual mediation and moderation analysis are examined. Findings: The results confirm the proposed dual mediating mechanisms. Perceived brand quality and extroversion also significantly moderate the engagement–stress link. Research limitations/implications: This study explains the mediating mechanisms between online customer engagement and brand love, with a focus on the fast-moving consumer goods industry. This calls for further research on other industries. Practical implications: This study provides marketers with insights that online customer engagement strategies are not always good and that they should be more careful in formulating such strategies. Originality/value: This study advances the understanding of the relationship between customer engagement and brand love in the virtual community especially in the social media context.
Original languageEnglish
Pages (from-to)957-970
Number of pages14
JournalJournal of Consumer Marketing
Volume40
Issue number7
Early online date5 Oct 2023
DOIs
Publication statusPublished - 27 Nov 2023

User-Defined Keywords

  • Stress
  • Empowerment
  • Brand love
  • Online customer engagement

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