Customer engagement with brands in social media platforms Configurations, equifinality and sharing

Purpose Social media brand platforms have become a popular means for engaged customers to share information and experiences with brands and other customers. However, empirical research on how customer engagement (CE) relates to customers' sharing intentions with the brand is limited. This study aims to investigate causal patterns of four CE dimensions - focused attention, absorption, enthusiasm and interaction - together with two cognitive structure properties in stimulating sharing intentions with the brand. Design/methodology/approach Using data from 782 Chinese customers of brand pages on the social media platform Weibo, this paper is the first to use both finite mixture partial least squares (FIMIX-PLS) analysis and fuzzy-set qualitative comparative analysis (fsQCA) to empirically assess the impact of CE configurations on sharing intentions. Findings The findings imply that not all of the CE dimensions co-occur necessarily and that different configurations of them can produce superior sharing intentions, conditional on the cognitive structure of customers, including their level of brand knowledge and avant-gardism. Originality/value This study is the first to substantiate how different CE configurations (as gestalts) affect sharing intentions in social media and to challenge conventional net-effects thinking about CE dimensions. Understanding how such conditional configurations foster sharing via a social media platform is advantageous because it can improve segmentation efforts to strengthen brand relationships.