From information experiences to consumer engagement on brand’s social media accounts

The purpose of this paper is to propose and empirically validate a model that explains user experiences with information interactions on fashion brand pages, leading to consumer engagement on social media. Specifically, this study tests whether values involved in information interactions prompt positive emotions, which in turn foster experiential states contributing to customer engagement intentions. The moderating role of curiosity is also examined. Data from 290 users of fashion brand page in South Korea were collected using a web-based survey method. Structural equation modeling and the PROCESS macro were used to test the research hypotheses. The results revealed that the perceived values involved in information interactions (usefulness, enjoyment) elicit positive emotions, which foster experiential states (satisfaction, cognitive engagement, elaboration) that lead to engagement intentions with brand pages. The results also showed the moderating effect of curiosity on the relationship between perceived values and positive emotions. Theoretical and practical contributions are discussed.