Antecedents And Consequences Of Online Brand Engagement

Under the social media context,brand can quickly establish strong contact with consumers.The research concerning about band engagement provides a new theoretical perspective to understand the consumer brand relationship,and become a frontier topic in the marketing field.The research of brand engagement has attracted more and more attention from foreign marketing scholars.Also,they have obtained a series of the latest achievements.In recent years,domestic scholars begin to pay attention to the brand engagement,but the research about the forming mechanism and results variables of brand engagement is still lagging.Based on the parasocial interaction theory of communication field and perceived interactivity theory of psychology field,this article will make an empirical study with the purpose of exploring the antecedents and results of online brand engagement.Research results showed:First,perceived interactivity and parasocial interaction will make an significant positive influence on the cognition,affection and behavioral dimension of online brand engagement;Second,the cognition and behavioral dimension of online brand engagement have a positive influence on brand loyalty and Internet word-of-mouth,while the affection dimension of online brand engagement has little influence on brand loyalty and Internet word-of-mouth.To conclude,this article made an expansion of the research of the antecedents of online brand engagement,and demonstrated the results variable on the basis of existing research,which may promote the development of the research of brand engagement.