CONSUMERS PURSUING A SENSE OF SOCIAL PRESENCE: EMOTIONAL ENGAGEMENT OR FUNCTIONAL ENGAGEMENT

Main Article Content

Chenicha Praphruetmon

บทคัดย่อ

Consumers are sometimes willing to pay higher prices for specific products or services (such as global brands). In the media field, academics and practitioners have long been concerned and explored the possible reasons. Using a sample of 356 Thai consumers, through SEM and regression analysis hypothesis testing, it was found that, based on media richness theory, this study aims to investigate the effect of media richness on two types of engagement (affective engagement and functional engagement) affected by social presence. Impact on consumer attitudes of global brands. Influencing consumer attitudes toward global brands. Combining the relevant literature to build a theoretical model will help people understand how those higher production values are formed in the minds of consumers. The model can provide further exploration for scholars interested in this topic and can also help companies apply in marketing communication, market segmentation, target market selection, and product positioning.

Downloads

Download data is not yet available.

Article Details

บท
บทความวิจัย

References

Aiken, L. S., West, S. G., & Reno, R. R. (1991). Multiple regression: Testing and interpreting interactions. Sage Publications.

Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018). The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services, 40, 139-149.

Algharabat, R. S., & Rana, N. P. (2021). Social commerce in emerging markets and its impact on online community engagement. Information Systems Frontiers, 23(6), 1499-1520.

Amin, M., Ryu, K., Cobanoglu, C., & Nizam, A. (2021). Determinants of online hotel booking intentions: Website quality, social presence, affective commitment, and e-trust. Journal of Hospitality Marketing & Management, 30(7), 845-870.

Anwar, M. (2018). Business model innovation and SMEs performance—Does competitive advantage mediate? International Journal of Innovation Management, 22(7), 1-31.

Bartschat, M., Cziehso, G., & Hennig-Thurau, T. (2021). Searching for word-of-mouth in the digital age: Determinants of consumers’ uses of face-to-face information, internet opinion sites, and social media. Journal of Business Research, 141, 393-409.

Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321-331.

Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., & Sharipudin, M. N. S. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of Retailing and Consumer

Services, 61, 1-13.

Daft, R., & Lengel, R. (1984). Information richness: A new approach to managerial behavior and organization design. Research in Organizational Behavior, 6, 191-233.

Deprince, E., & Geerts, A. (2019). Evidence on expectations of luxury VS nonluxury consumers on facebook luxury brand pages. Global Journal of Business Research, 13(2), 81-94.

Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: A comparative study between functional and emotional brand relationships. Journal of Product & Brand Management, 28(2), 274-286.

Ji, Y. G., Chen, Z. F., Tao, W., & Li, Z. C. (2019). Functional and emotional traits of corporate social media message strategies: Behavioral insights from S&P 500 facebook data. Public Relations Review, 45(1), 88-103.

Jiang, C., Rashid, R. M., & Wang, J. (2019). Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions. Journal of Retailing and Consumer Services, 51, 263-270.

Lengel, R. H., & Daft, R. L. (1984). An exploratory analysis of the relationship between media richness and managerial information processing. Department of Management, Texas A&M University.

Li, C. Y. (2019). How social commerce constructs influence customers’ social shopping intention? An empirical study of a social commerce website. Technological Forecasting and Social Change, 144, 282-294.

Lim, J. S., Hwang, Y., Kim, S., & Biocca, F. A. (2015). How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment. Computers in Human Behavior, 46, 158-167.

Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand’s social media marketing on customer engagement : Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826.

Ma, Y. (2021). Elucidating determinants of customer satisfaction with live-stream shopping: An extension of the information systems success model. Telematics and Informatics, 65, 1-17.

Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of SOR theory. International Journal of Web Information Systems, 17(4), 300-320.

Mohammad, J., Quoquab, F., & Sadom, N. Z. M. (2020). Mindful consumption of second-hand clothing: The role of eWOM, attitude and consumer engagement. Journal of Fashion Marketing and Management: An International Journal, 25(3), 482-510.

Molinillo, S., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2020). Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites. Computers in Human Behavior, 108, 1-12.

Oe, H., Sunpakit, P., Yamaoka, Y., & Liang, Y. (2018). An exploratory study of Thai consumers’ perceptions of “conspicuousness”: A case of luxury handbags. Journal of Consumer Marketing, 35(6), 601-612.

Patrakosol, B., & Lee, S. M. (2013). Information richness on service business websites. Service Business, 7(2), 329-346.

Qiu, L., Hu, D., & Wang, Y. (2020). How do firms achieve sustainability through green innovation under external pressures of environmental regulation and market turbulence? Business Strategy and the Environment, 29(6), 2695-2714.

Rosenbaum, M. S., Ramirez, G. C., El-Manstrly, D., & Sit, J. (2021). Shoppers’ neural responses to the mere social presence of others: Insights from an enclosed mall. The International Review of Retail, Distribution and Consumer Research, 31(3), 281-298.

Shankar, S., & Tewari, V. (2021). Understanding the emotional intelligence discourse on social media: Insights from the analysis of twitter. Journal of Intelligence, 9(56), 1-17.

Siepmann, C., Holthoff, L. C., & Kowalczuk, P. (2021). Conspicuous consumption of luxury experiences: An experimental investigation of status perceptions on social media. Journal of Product & Brand Management, 31(3), 454-468.

Tseng, F. C., Cheng, T., Yu, P. L., Huang, T. L., & Teng, C. I. (2019). Media richness, social presence and loyalty to mobile instant messaging. Industrial Management & Data Systems, 119(6), 1357-1373.

Wang, L., Wang, Z., Wang, X., & Zhao, Y. (2021). Assessing word-of-mouth reputation of influencers on B2C live streaming platforms: The role of the characteristics of information source. Asia Pacific Journal of Marketing and Logistics, 34(7), 1544-1570.

Wang, W., Chen, R. R., Ou, C. X., & Ren, S. J. (2019). Media or message, which is the king in social commerce? An empirical study of participants’ intention to repost marketing messages on social media. Computers in Human Behavior, 93, 176-191.

Wu, J. J., Khan, H. A., Chien, S. H., & Wen, C. H. (2021). Effect of customization, core self-evaluation, and information richness on trust in online insurance service: Intelligent agent as a moderating variable. Asia Pacific Management Review, 27(1), 18-27.