The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of soci...

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Detalles Bibliográficos
Autores principales: Shang, Yunfeng, Rehman, Hina, Mehmood, Khalid, Xu, Aidi, Iftikhar, Yaser, Wang, Yifei, Sharma, Ridhima
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9067540/
https://www.ncbi.nlm.nih.gov/pubmed/35529550
http://dx.doi.org/10.3389/fpsyg.2022.811282
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author Shang, Yunfeng
Rehman, Hina
Mehmood, Khalid
Xu, Aidi
Iftikhar, Yaser
Wang, Yifei
Sharma, Ridhima
author_facet Shang, Yunfeng
Rehman, Hina
Mehmood, Khalid
Xu, Aidi
Iftikhar, Yaser
Wang, Yifei
Sharma, Ridhima
author_sort Shang, Yunfeng
collection PubMed
description This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers’ engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications.
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spelling pubmed-90675402022-05-05 The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study Shang, Yunfeng Rehman, Hina Mehmood, Khalid Xu, Aidi Iftikhar, Yaser Wang, Yifei Sharma, Ridhima Front Psychol Psychology This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers’ engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications. Frontiers Media S.A. 2022-04-20 /pmc/articles/PMC9067540/ /pubmed/35529550 http://dx.doi.org/10.3389/fpsyg.2022.811282 Text en Copyright © 2022 Shang, Rehman, Mehmood, Xu, Iftikhar, Wang and Sharma. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Shang, Yunfeng
Rehman, Hina
Mehmood, Khalid
Xu, Aidi
Iftikhar, Yaser
Wang, Yifei
Sharma, Ridhima
The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study
title The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study
title_full The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study
title_fullStr The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study
title_full_unstemmed The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study
title_short The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study
title_sort nexuses between social media marketing activities and consumers’ engagement behaviour: a two-wave time-lagged study
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9067540/
https://www.ncbi.nlm.nih.gov/pubmed/35529550
http://dx.doi.org/10.3389/fpsyg.2022.811282
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