Examining drivers and outcomes of social media brand engagement

Purpose This study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value). Design/methodology/approach Data were collected using a self-administered online survey of 340 social media users. Structural equation...