The Nexuses Between Social Media Marketing Activities and Consumers' Engagement Behaviour: A Two-Wave Time-Lagged Study

被引：16

作者：

Shang, Yunfeng ^{[1
]}

Rehman, Hina ^{[2
]}

Mehmood, Khalid ^{[3
]}

Xu, Aidi ^{[4
]}

Iftikhar, Yaser ^{[5
]}

Wang, Yifei ^{[6
]}

Sharma, Ridhima ^{[7
]}

机构：

[1] Zhejiang Yuexiu Univ, Sch Hospitality, Shaoxing, Peoples R China

[2] Natl Univ Modern Languages NUML, Fac Management Sci, Islamabad, Pakistan

[3] Hubei Engn Univ, Key Res Base Project Humanities & Social Sci Univ, Res Ctr Hubei Micro & Small Enterprises Dev, Sch Econ & Management, Xiaogan, Peoples R China

[4] Zhejiang Yuexiu Univ, Sch Int Business, Shaoxing, Peoples R China

[5] Natl Univ Med Sci NUMS, Armed Forces Post Grad Med Inst AFPGMI, Rawalpindi, Pakistan

[6] Tongji Univ, Sch Econ & Management, Shanghai, Peoples R China

[7] Vivekananda Inst Profess Studies, New Delhi, India

来源：

FRONTIERS IN PSYCHOLOGY | 2022年 / 13卷

基金：

中国博士后科学基金; 中国国家自然科学基金;

关键词：

perceived social media marketing activities; engagement intention; social media sales intensity; engagement behaviour; stimulus-organism-response (SOR) framework; WORD-OF-MOUTH; CUSTOMER ENGAGEMENT; BRAND COMMUNITIES; TECHNOLOGY USAGE; PUBLIC-RELATIONS; PERCEIVED VALUE; MODERATING ROLE; ONLINE; INFORMATION; PERFORMANCE;

D O I：

10.3389/fpsyg.2022.811282

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

This study examined how social media marketing activities (SMMA) influence consumers' engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers' engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers' engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications.

引用

页数：14

共 31 条

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