Book chapter
The effects of goal publicity on goal persistence in the social media world
Consumer Psychology in a Social Media World, pp.111-131
Routledge
2016
Abstract
This chapter examines the effects of different types of brand co-creation activities on deeper engagement with the brand in social media. The chapter suggests that two factors affect the extent to which brand co-creation activities will affect social brand engagement: the consumers self-brand connection and the strength of voice of the activity. The strong voice brand co-creation activities will be systematically more effective at deepening social brand engagement than weak voice activities because they allow the consumer to provide meaningful input to the marketer. The chapter proposes that consumers with high self-brand connection are more motivated to participate in a brand co-creation activity than are consumers with low self-brand connection. It examines characteristics of the co-creation activity and consumer that may affect response to brand co-creation. The chapter presents some empirical evidence that brand co-creation activities can deepen engagement with the brand on social media for some types of consumers under certain conditions.
Details
- Title: Subtitle
- The effects of goal publicity on goal persistence in the social media world
- Creators
- Jinfeng Jiao - University of Iowa, United StatesCatherine Cole - University of Iowa, Marketing
- Resource Type
- Book chapter
- Publication Details
- Consumer Psychology in a Social Media World, pp.111-131
- Publisher
- Routledge; New York
- Language
- English
- Date published
- 2016
- Academic Unit
- Marketing
- Record Identifier
- 9984963045002771
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