Social media brand posts and customer engagement

Driving consumer brand engagement is essential for firms. With continual disruptions in traditional consumer brand communications and increased demand upon consumer attention and noise, firms utilize increased engagement to drive brand loyalty and resonance. However, mechanisms by which consumers engage with brands, particularly through social media, are less clear. This study sheds light on customer engagement by proposing a model that tests determinants influencing customers' engagement with a brand page as well as its contribution to future purchases and overall brand evaluation. This research supports that brand page post characteristics and content perceived by customers have positive impacts on attitudes and engagement. This research further validates and applies consumer brand engagement in the context of social media brand pages with multiple brands. I also raise the need for managers to treat attitudes toward the post and attitudes toward the brand differently.